Kantar

The Brief

Kantar is the market research, data and consultancy driven division of global advertising group, WPP. Aziz Cami, Kantar’s Creative Director, was keen to connect his 80+ creative teams – located across the globe – to encourage conversation and share knowledge, resources and skills.

Kantar commissioned Hub to design an educational webcast series to encourage collective learning amongst their creatives around the world. The aim was to change team behaviour and culture to encourage a sense of shared learning and creative inclusion.

Our Strategy

Through a series of workshops with Kantar’s senior creative team, we developed a year-long campaign called The Connection. The campaign consisted of a webcast series and an accompanying website available to internal staff which allowed them to create a profile, upload content and have conversations with other users. We created three 30 minute webcasts, which were presented by Aziz and formatted like a broadcast magazine show. 

The Connection featured interviews with inspirational creatives around the world and had key format points – Storytelling, Animation and Data Visualisation – so that the audience would become familiar with the structure. Each section featured an interview, either live in the studio or via Skype. Using the titles of ‘Brief Me’, ‘Inspire Me’ and ‘Teach Me’, these segments allowed opportunities to add creative colour to the series and featured a combination of video interviews, documentary reporting and animation sequences.

Results

After a successful pilot launch, this series was distributed to Kantar’s 30,000 strong global workforce. The feedback upon launching was instantaneous with employees signing up, sharing their work, contributing to the show and connecting with their colleagues across the world.