CLOSE THE SAY-DO GAP
CLOSE THE SAY-DO GAP
CLOSE THE SAY-DO GAP
CLOSE THE SAY-DO GAP
CLOSE THE SAY-DO GAP
In today’s world, everyone in an organisation’s
ecosystem matters and it’s challenging keeping
track of the changing expectations of customers,
employees, investors, suppliers and communities.
Companies who want to shape reputation and
accelerate growth have to stand for more than
what they sell and live true to what they stand for.
That way, they do better as businesses and for
the world that we live in. We combine our
sharp minds and smart data to help clients
stay ahead of expectations by doing more
than talk and closing the say-do gap.
News
Leadership ,Culture ,PNPerspectives ,Diversity and Inclusion / 08.3.23
The future of leadership is female
Culture ,PNPerspectives / 02.3.23
Effective Altruism and what does its criticism mean for the corporate community?
PNPerspectives ,Sustainability ,Diversity and Inclusion ,Climate Action & Sustainability ,News ,Culture ,Purpose / 22.2.23
‘Igniting impact, accelerating sustainability’ The Winter Edition
News ,PN Perspectives ,Sustainability ,Climate Action & Sustainability / 08.11.22
Curious about what’s been driving the conversation in sustainability, purpose and ESG?
Being creative: time to ditch brainstorms?
PNPerspectives ,Sustainability ,Employee Engagement ,Diversity and Inclusion ,Climate Action & Sustainability ,News ,Creative Services/PN Creative ,Newsroom / 28.7.22
Cannes Lions Decoded
News ,PNPerspectives ,Climate Action & Sustainability / 10.8.22
Curious about what’s been driving the conversation in sustainability, purpose and ESG?
News ,Culture ,Newsroom ,PNPerspectives / 21.7.22
Stopping the doom scroll is crucial to securing a brighter future for news outlets – but how?
Culture ,PNPerspectives ,Leadership / 23.6.22
I never saw him – But I knew him’: What modern-day communications has to learn from the 1930s
Communication is Key: Transparency’s role in sustainability efforts
News ,Newsroom ,PNPerspectives / 18.5.22
Forget the battle for eyeballs. Media must target hearts to reconnect with audiences
PNPerspectives ,News ,Culture ,Newsroom / 12.5.22
The Future Kings Say-Do Moment reading the Queens speech
Culture ,Newsroom ,PNPerspectives ,COVID-19 / 04.5.22
Can the media ever step back from its role in the culture wars?
Health and Wellness ,PNPerspectives ,COVID-19 / 27.4.22
The pandemic pushed the pharma industry into the spotlight: What happens next?
Health and Wellness ,Culture ,PNPerspectives / 15.4.22
Reinforcing the value of good comms for small charities
Health and Wellness ,Purpose ,PNPerspectives ,COVID-19 ,Sustainability ,Climate Action & Sustainability / 06.4.22
It’s time to do, not debate, this World Health Day
Creative Services/PN Creative ,PNPerspectives / 31.3.22
Unlocking the Magic of Creativity in All Areas
News ,Newsroom ,PNPerspectives / 24.3.22
Alice in Sunakland? Analysing the Say-Do of the Spring Statement
Technology ,Culture ,PNPerspectives / 28.2.22
Flip that phone around, the future of social is vertical
Corporate Reputation ,Purpose ,PNPerspectives ,Sustainability / 21.2.22
Even in an age of clickbait and sensationalism, transparency shouldn’t be your downfall
Food & Nutrition ,PN Perspectives / 27.1.22
Planting the future for brands: is it plant way or the highway?
As the tussle at the top table resurfaces, meet the new kid on the block ready to challenge the CMO
News / 19.9.21
Kevin Pratt, Editor of Forbes Advisor UK, looks at how we all need to Mind The Say-Do Gap
News / 19.9.21
John Crowley, Media Advisor, discusses the ‘Do-It’ Moment and what it means for us all
Work
#WeThe15
Being part of the largest human rights movement to educate and end discrimination for the 1.2 billion persons with a disability who represent 15% of the world’s population
Intention and Action.
Working alongside the Paralympic committee and our sister agencies within Omnicom we were privileged to be part of the #WeThe!5 movement to raise awareness of the 15% of the world’s population who have a disability and to end discrimination. WeThe15 plans to initiate change over the next decade by bringing together the biggest coalition ever of international organisations from the world of sport, human rights, policy, communications, business, arts and entertainment. The launch was co-ordinated around the opening of the Paralympic games in Tokyo, when a film was released to bring to life the tone of the approach to the campaign and 125 landmarks across 30 countries turned purple in support. Many organisations also lit up purple and changed all their owned channels to purple too... We supported the activation with all social and influencer activity around which included creating all the assets to ensure the film was easily shared. Our influencer strategy included connecting with those who were genuinely and authentically already supporting disability and inclusion agenda alongside those in sports to align with the Paralympic games. The support was overwhelming with the likes of David Beckham, Rio Ferdinand, Kelly Brook and many other people supporting.
Impact.
- 125 landmarks lit up across 30 countries
- The campaign film which was played at the Tokyo 2020 Paralympic Games Opening Ceremony reaching an estimated global audience of 250 million people
- Social and media coverage and reach in excess of 200 million
VIVO
As the official handset sponsor of the Euros 2020 we created brand awareness for vivo pre, during and post tournament which included all influencer and celebrity activity
Intention and Action.
Vivo are a new handset brand to the UK market, having only launched in late 2020. With just a handful of device samples, a very modest budget and just two weeks to activate an awareness raising campaign around the Euros, we needed to go big. We had to ensure we got the right people talking about the brand, outside of tech reviews. A strong content and social strategy was key as well as managing influencers around individual games. Activity included partnerships with Heart Radio Scotland and Radio X across the short tournament period in addition to two media events where journalists were invited to a smartphone photography masterclass prior to hosting at the game. We made the journey to Wembley an opportunity to capture content on the move (a key product feature), working with a freestyle footballer who keepie-uppied all the way there... We reunited Frank Skinner and David Baddiel at the England v Germany game – with their selfie going viral and secured coverage across TV, National print and Social media. Celebrities to the games included Mick Jagger, Amanda Holden and Kelly Brook to name just a few – all of whom exceeded delivery on their social channels with just a gifted ticket. We also helped stem cell donor, Sam Astley get to the game having missed semi-final due to his commitment to helping others and kicked-off a pre-cursor to vivo’s commitment to Grassroots Football in the UK. Tickets were given to grassroots volunteers and activated via Robbie Savage and Joe Cole’s social channels to promote their respective charitable foundations.
Impact.
- VIVO (all terms) reached 500k searches in June, twice the average. X60 Pro plus saw an increase from 0.5 to 3 and the X60 increase in search x 15
- Increase in Insta following from 1500 to 5500
- 700 pieces of coverage with a reach of 645M and a combined media value of £1.3M
BEIERSDORF
Creating emotional connection to elevate the story outside of beauty media
Intention and Action.
While the launch of a new anti-pigment cream excites the beauty news pages, Eucerin’s challenge to us was to drive a deeper emotional connection with the brand and elevate the coverage onto the features pages of lifestyle magazines. Hyperpigmentation is a skin condition that effects a large proportion of women globally, with 28% citing that it’s one of the most frustrating skin issues. Those who suffer from it talk about how it affects their confidence and overall wellbeing. Sophie Habboo was an advocate for the brand#, following us sending samples out to her and it having a positive affect on her pigmentation. By recruiting her as an official brand ambassador we were able to place media interviews with her talking about the emotional effects pf pigmentation and how life changing it is when you find the right solution, citing Eucerin products as the ones that work for her. NIVEA’s launch of its new Magic Bar warranted a bigger platform than product placement. The brand was already working with surfer and sustainability champion Lucy Campbell; we used the launch of the product, and the link with Lucy, to launch a wider initiative encouraging people to recycle more of their bathroom waste – while 90% regularly recycle, less than 50% recycle bathroom waste. The #CutbackOnPlasticPollution campaign highlights how small changes in everyday bathroom routines can help the health of our Oceans, positioning NIVEA’s new sustainability range as an easy and accessible way to take a step in the right direction.Impact.
- EUCERIN: 38x pieces of coverage helped Eucerin reach No.1 status in Hyperpigmentation Skincare category, with Sophie Habboo continuing to be a strong brand advocate
- NIVEA: 363k people reached in first month of campaign and tapping into a new audience that is interested in sustainability topics but wouldn’t ordinarily read about NIVEA
ABC USA
We work with California Almonds to help them communicate the benefits of almonds as part of a healthy lifestyle, inspiring audiences to choose almonds to fuel their day
Intention and Action.
With busy lives and the expectation to always be on top-form, consumers are constantly looking to boost their energy. Knowing that almonds provide a sustained energy source, we needed to get consumers thinking about the impact of their diet on their energy, and inspire them to eat almonds to help maximise their energy throughout the day. Using tactical myth busting to grab attention, our consumer research discovered that the infamous 3pm energy slump was a myth! Consumers face a dip in energy much earlier in the day, 11am to be precise. With this key insight, we developed an integrated campaign to highlight The Great Energy Myth, positioning almonds as the solution and using ABC ambassadors renowned for their energetic personalities to tell our story. TV personality and fitness fanatic Mark Wright was the perfect spokesperson, using his always-on-the-go lifestyle to demonstrate how easy and effective eating almonds can be. To provide some crucial inspiration, we also enlisted vegan recipe duo BOSH! to provide our influencers and target audience with creative and tasty ways to squeeze almonds into our busy lifestyles. The campaign challenged consumer perceptions about diet and energy, highlighting the role nutrition can play and inspiring consumers to add almonds as a tasty solution. With Mark Wright hammering home the message that life is all about balance and that choosing the right foods is essential to keeping energy levels up throughout the day, we successfully landed coverage across national titles such as The Sun, Daily Mail, Daily Star and Daily Express.Impact.
The campaign delivered x95 pieces of coverage, reaching 28M+ with x26 pieces of UK coverage
Influencer content drove propensity to purchase and positive perception of almonds
- 73% of followers stated they’d been influenced to buy almonds
- 67% had changed their perception of almonds from neutral to positive
- 61% average retention of key energy messages
MERCK
Raising awareness of thyroid disease and changing behavior around getting tested early amongst children
Intention and Action.
It’s a shocking statistic, but true: 99% of people with a thyroid disease don’t know they have it. Merck wanted to rectify this and children were a crucial target. The main crux of this challenge was to educate children (and parents) about it in order to get children tested sooner. Merck also wanted to continue to establish themselves as a leader in the thyroid market, committed to supporting patients... Our insights revealed that we needed to break down and simplify what the disease is and how to identify it, in order to provoke understanding. We also knew that diseases feel scary to children, so needed to communicate to them through a visually appealing, positive and nurturing platform that educates them about the symptoms of thyroid disorders. And so ‘Catching the butterflies’ creative platform and campaign was born. The aim was to clearly distinguish and enable parents to spot the symptoms of thyroid disorders in children and educate children at the same time.
Impact.
- A total of 501 pieces of coverage were secured globally with an estimated reach of 20m+
- More than 90% (16/17) of the affiliates said that the campaign helped them to meet their local strategic objectives for thyroid awareness.
- Merck partnered with more than 20 independent organizations on a local basis, including Government ministries and medical societies
GSK VACCINES
Working with GSK to remind healthcare professionals of the vital importance of vaccination and how GSK Vaccines’ pioneering R&D efforts are leading the charge to protect against future pandemics
Intention and Action.
It’s tough to grab the attention of anyone today, but especially busy healthcare professionals who have a lot on their plate. A deep dive into daily habits revealed we needed highly engaging content with powerful and emotive stories at the heart. In order to stick in their minds, the content also needed to provoke intrigue and show them something they hadn’t seen before. And with this insight, we created a series of short films that took our target audience Behind the Science in GSK’s R&D centres of excellence – we called them 60 seconds of Science... We provoked interest by sharing GSK’s Vaccines Behind the Science films with a teaser and followed up with a staggered release of another five films over a 10-week period. To ensure they reached the widest audience possible, we promoted through PR, digital and social amplification. Following launch, we’re continuing to engage key HCP stakeholders with an ongoing program of content including an expanded bank of videos with subtitles in five languages and a coordinated article series, focusing on the latest scientific innovation coming out of GSK Vaccines.
Impact.
- Over 2 million impressions to audiences via our targeted social media strategy and over 50K HCPs in our key global markets viewed our content on SERMO
- 988,826 video views and 4.9% CTR rate was achieved when directing users to VNN on all social channels
- Number of engagements (including reactions, comments, shares and page likes) exceeded 9,000