WE DECODE CHANGE AND NAVIGATE CULTURE
WE DECODE CHANGE AND NAVIGATE CULTURE
WE DECODE CHANGE AND NAVIGATE CULTURE
WE DECODE CHANGE AND NAVIGATE CULTURE
WE DECODE CHANGE AND NAVIGATE CULTURE
The world is complex and interconnected.
Audience ecosystems are evolving quickly;
expectations are moving at pace and;
it’s challenging to stay ahead of cultural
dynamics.
In this shifting landscape of new influence and
audience power, we decode change and
navigate culture to shape reputation and
accelerate growth.
We call it doing business better.
News
Partnering for Change at Scale and the Sustainability Engagement Spectrum
Porter Novelli’s new Reputation Report: People push for real purpose over ‘posturing and politics’
Being creative: time to ditch brainstorms?
Curious about what’s been driving the conversation in sustainability, purpose and ESG?
Cannes Lions Decoded
Stopping the doom scroll is crucial to securing a brighter future for news outlets – but how?
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
Forget the battle for eyeballs. Media must target hearts to reconnect with audiences
The Future Kings Say-Do Moment reading the Queens speech
Can the media ever step back from its role in the culture wars?
The pandemic pushed the pharma industry into the spotlight: What happens next?
Reinforcing the value of good comms for small charities
It’s time to do, not debate, this World Health Day
Unlocking the Magic of Creativity in All Areas
Alice in Sunakland? Analysing the Say-Do of the Spring Statement
Flip that phone around, the future of social is vertical
Even in an age of clickbait and sensationalism, transparency shouldn’t be your downfall
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
Kevin Pratt, Editor of Forbes Advisor UK, looks at how we all need to Mind The Say-Do Gap
John Crowley, Media Advisor, discusses the ‘Do-It’ Moment and what it means for us all
Work
NORMALIZING DIABETES TECH IN THE METAVERSE
This partnership not only raised much needed awareness for an often-misunderstood disease, but it also elevated the diabetes conversation in pop-culture
Intention and Action.
Diabetes is an invisible, often misunderstood disease. Because of this, some people living with diabetes choose not to wear an insulin pump or glucose monitor, because it’s not considered “normal” in society. To normalize diabetes technology, Porter Novelli, in partnership with Insulet and Juvenile Diabetes Research Fund (JDRF), leveraged the popular Nintendo game, Animal Crossing: New Horizons and created a diabetes-themed island and outfits that feature insulin pumps within the game, taking inspiration from the diabetes community, leading advocacy groups, and gamers. Our goal was to increase diabetes inclusion in mainstream culture by creating a new way for the community to connect and celebrate representation.Impact.
While the launch of Omnipod Bay secured more than 11 million earned impressions through 39 total placements, its most significant contribution was its deep resonance with diabetes patients. Ninety-four percent of people with type 1 diabetes said it’s important to see people with diabetes accurately represented in culture and society – yet in the last year, 51 percent said they rarely or never saw diabetes represented in society and culture.
This partnership not only raised much needed awareness for an often-misunderstood disease, but it also elevated the diabetes conversation in pop-culture.
ALMOND BOARD OF CALIFORNIA
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
TIMBERLAND
Porter Novelli highlighted a five-year pilot and program to re-introduce cotton farming to Haiti
Intention and Action.
Despite the footwear industry’s poor environmental record, Timberland has a legacy of innovation around positive environmental and social impact. Timberland’s main factory has been on the island of the Hispaniola since 1981. Haiti is one of the most severely deforested countries in the world. Resource-constrained, farmers struggle to make a living. Timberland set out to make real change in Haiti by creating long-term sustainable solutions that generate economic opportunities for farmers and support responsible product development for Timberland. Porter Novelli highlighted a five-year pilot and program to re-introduce cotton farming to Haiti. This multi-year campaign around Timberland’s social impact agro-forestry model in Haiti also included the launch of a documentary: KOMBIT. Porter Novelli was able to tackle these tactics through Trade media, CSR and business media relations, leadership and brand speaking opportunities, a branded conference presence and documentary tour, create an swards recognition program, content creation, and a Grassroots national film tour.Impact.
As a result, Timberland garnered hundreds of feature, executive and initiative stories over the years, exceeding one billion impressions, 100+ high-profile business and CSR event speaking engagements (SXSW, Sustainable Brands, etc.), 50+ leading business and CSR awards, and a resurgence of Timberland’s popularity among Millennials, leading to record brand sales.
But even more substantial, was the Haiti-specific impact, which included participation from over 17,000 farmers, 50%+ increase in income, the re-building of the cotton economy, including product creation and innovation.
CDC Foundation
Porter Novelli worked with the CDC Foundation to launch the “Live to the Beat” initiative
Intention and Action.
Porter Novelli worked with the CDC Foundation to launch the “Live to the Beat” initiative, a national campaign that aims to reduce the risk of heart disease among Black adults ages 35-54 by empowering them to move more, eat better, quit smoking and address factors like hypertension, high cholesterol and high blood sugar. The message is about taking small steps over time. To increase the impact of the campaign, Porter Novelli facilitated partnerships with the Black Heart Association, GirlTrek and funders such as Bayer and Amgen, and managed influencer activations with Jazzy Jeff (@djjazzyjeff), Martinus Evans (@300poundsandrunning), and Kevin Fredericks (@kevonstage). The PN team was able to inspire the participation of CDCF, Bayer, and Amgen employees during the launch of the program.Impact.
Porter Novelli secured broadcast segments on Good Morning America and The Rickey Smiley Show, generated online coverage with The Root, Rolling Out, MM&M and Augusta Chronicle, earned broadcast and online impressions totalled 18.6M and conducted 24 interviews via SMT – 18 airings, generating 21.6M impressions.
Pre-launch, paid social drove 84% of all new users to the site. The dance party promotional posts reached over 3.3M individuals and received over 4.2M impressions. More than 20K individuals joined the Dance Party Livestream and there were over 2.7K sessions driving to the website during launch week.
T-MOBILE
Porter Novelli helps T-Mobile communicate clearly, consistently, and with speed
Intention and Action.
Porter Novelli helps T-Mobile communicate clearly, consistently, and with speed – all while balancing unique stakeholder expectations and significant changes not just in the business, but in the category. From brand communications and employee engagement, to executive thought leadership and investor relations, Porter Novelli collaborates across T-Mobile to create and shift conversations in culture around things as diverse as the complexities of large-scale business transformation and emerging technologies like 5G. Whether the team is launching a gin to celebrate the country’s largest, fastest and most reliable 5G network or taking coverage above and beyond with a SpaceX partnership, Porter Novelli never loses the thread of Un-Carrier story.Impact.
The mutually reinforcing brand and corporate storytelling has effectively changed the narrative about T-Mobile in the marketplace – first with media and analysts, then with consumers, and now with Wall Street. They are the leading network in the country – their value cap exceeding their closest competitors, Verizon and AT&T.
ABERCROMBIE & FITCH
Porter Novelli was tasked to develop a strategy that would differentiate the enterprise in the marketplace
Intention and Action.
With new CEO Fran Horowitz in place, Abercrombie & Fitch Co. (A&F Co.) was shedding its “bad boy” image of the past — moving from mean, cliquey, and exclusive to passionately inclusive and decidedly customer centric. Under Fran’s leadership, the enterprise was establishing a track record on supporting LGBTQ+ and women in the workplace and establishing a strong purpose orientation for all the individual brands in the portfolio. Porter Novelli was tasked to develop a strategy that would differentiate the enterprise in the marketplace, make their brands more important in the lives of consumers, and create pride in the organization. We met with hundreds of associates across the globe, leveraging employee feedback and input at every step of the way to articulate a purpose that was authentic, relevant, and resonant with their customers.Impact.
The enterprise purpose – to be here for you on your journey to being and becoming who you are – is not just a marketing line. It’s operationalized across every brand, from partnerships and giving, to product and marketing. You can hear it when Fran addresses Wall Street and you can see it in advertising campaigns and new product launches. But perhaps most importantly, it’s deeply resonant with their associates.
A&F Co. is truly living its purpose.