Hilary Cross, marketing and strategy consultant Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. What I think about when I
think about integration
Hilary Cross,
Marketing and Strategy Consultant
May 2019

2. What is
integration? • One story, one brand
• Campaign activity
• Teams working together

3. ONE STORY, ONE
BRAND
What the
customer
values and
believes

7. Creative spectrum at Macmillan

8. CAMPAIGN
INTEGRATION
Campaign
proposition
Creative
integration
Channel
integration
Sequencing

9. 9

13. TEAM WORKING
Team vision
Aligned aims
Leadership

14. British Council
Marketing
Challenge
• 113 countries, 113 different
models
• no global marketing strategy
• no global customer insight
• no idea of marketing spend
• 500+ people, 380 job profiles

15. British Council
Marketing
Project
Marketing Vision
Drive the growth, impact and
reputation of the British Council in
the UK and overseas.
Use insight to put the customer at
the heart of what we do and to
understand the competitive market
in which we operate...working as
one professional team.

16. British Council
Marketing:
success and
learnings

17. The
importance of
good
leadership

18. 22 May 2019
London
#CharityIntegration
WiFi: Amnesty International
Password: amnestyaiuk
Integration: working together to
transform supporter experience

19. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk