Brands aren’t built in isolation; they grow when every single thing a brand does is working toward the same central idea.
We’ve built our entire company in service of this idea — we call it Whole Brand Thinking™ — and it guides how we pitch, how we win, how we build and impact brands and the world, and how we build our organization.
The world needs us all to rethink how we’re doing business — now more than ever. As an independent creative idea company, we’re on a mission to build a world with more whole brands — those that see everything they do as a creative opportunity to have a positive impact. A brand has never been about logos and advertising — it’s the sum of every action it takes, from how it treats its employees to how it speaks to the world.
That starts with us.
More at barkleyus.com.
The world needs us all to rethink how we’re doing business — now more than ever. As an independent creative idea company, we’re on a mission to build a world with more whole brands — those that see everything they do as a creative opportunity to have a positive impact. A brand has never been about logos and advertising — it’s the sum of every action it takes, from how it treats its employees to how it speaks to the world.
That starts with us.
More at barkleyus.com.
This is the strategic planning study for an EngineeringPlanningD.docxrhetttrevannion
This is the strategic planning study for an Engineering/Planning/Design consulting company –
WSP. This is not a final draft, please finish the following bullet questions only, no need to include other pages/part.
Resource links:
We are WSP - Engineers, Designers, Planners, Researchers | WSP
Investor Relations | WSP
https://aecom.com/
https://investors.aecom.com/
Outline
· Environmental research
· Background
· Issues and challenges
· Business analysis
· Comparison of client’s services with competitors
(Comparison of client’s services with competitors in terms of the four Product Attributes: Utility to client, price, quality, service. With which competitors did you make the comparison? Why?)
Please pick AECOM as the competitor company. Both WSP and AECOM are public listed company in stock market.
· External analysis
· SWOT analysis
(Do a SWOT analysis on WSP and make sure this is supported by research, not just a series of opinions.)
·
External Factor Evaluation Matrix
(See attachment reading, Think of 20 external factors for WSP)
Requirement
· Use WSP and AECOM website and the other public available resources. Include all attachments as references.
· 8-page, not including reference page
· APA 7th Format
IMG_0693IMG_0694IMG_0695IMG_0696IMG_0697
Putting our ingenuity forward
Future
Ready
2022-2024 Global Strategic Action Plan
Putting our
ingenuity forward
What We Stand For
03 Introduction
06 Future Ready® Mindset
07 Long-Term Vision
08 2024 Financial Ambitions
09 At a Glance: 2022-2024
Global Strategic Action Plan
11 Our Driving Forces
12 Our Unwavering ESG
Commitments
14 WSP is Innovative
15 Our Expertise is Digital
Our Purpose
We exist to future-proof our cities
and environments.
Our Belief
For societies to thrive, we believe that
we must all hold ourselves accountable
for tomorrow.
Our Guiding Principles
We value our people and our reputation.
We are locally dedicated with
international scale.
We are future-focused and challenge
the status quo.
We foster collaboration in everything
we do.
We have an empowering culture and
hold ourselves accountable.
17 People and Culture
19 Expertise
24 Clients
26 Operational Excellence
28 WSP in 2024: What Strategic
Success Could Look Like
Putting Our Ingenuity
Forward
Our Driving Forces A Deeper Dive into
Our Core Pillars
02
20
22
-2
02
4
G
lo
ba
l S
tr
at
eg
ic
A
ct
io
n
P
la
n
Future Ready®
Putting our Ingenuity Forward
As we face a collective turning point in our climate, resources and
communities, a brighter future is ours to create together. We exist to
future-proof our cities and environments. Despite an ever-changing
landscape, our commitment to our purpose remains resolute.
It courses through every facet of our organization, anchored in
our beliefs and Guiding Principles - and it is this purpose that will
continue to propel us into the future.
How Fa.
The world needs us all to rethink how we’re doing business — now more than ever. As an independent creative idea company, we’re on a mission to build a world with more whole brands — those that see everything they do as a creative opportunity to have a positive impact. A brand has never been about logos and advertising — it’s the sum of every action it takes, from how it treats its employees to how it speaks to the world.
That starts with us.
More at barkleyus.com.
The world needs us all to rethink how we’re doing business — now more than ever. As an independent creative idea company, we’re on a mission to build a world with more whole brands — those that see everything they do as a creative opportunity to have a positive impact. A brand has never been about logos and advertising — it’s the sum of every action it takes, from how it treats its employees to how it speaks to the world.
That starts with us.
More at barkleyus.com.
This is the strategic planning study for an EngineeringPlanningD.docxrhetttrevannion
This is the strategic planning study for an Engineering/Planning/Design consulting company –
WSP. This is not a final draft, please finish the following bullet questions only, no need to include other pages/part.
Resource links:
We are WSP - Engineers, Designers, Planners, Researchers | WSP
Investor Relations | WSP
https://aecom.com/
https://investors.aecom.com/
Outline
· Environmental research
· Background
· Issues and challenges
· Business analysis
· Comparison of client’s services with competitors
(Comparison of client’s services with competitors in terms of the four Product Attributes: Utility to client, price, quality, service. With which competitors did you make the comparison? Why?)
Please pick AECOM as the competitor company. Both WSP and AECOM are public listed company in stock market.
· External analysis
· SWOT analysis
(Do a SWOT analysis on WSP and make sure this is supported by research, not just a series of opinions.)
·
External Factor Evaluation Matrix
(See attachment reading, Think of 20 external factors for WSP)
Requirement
· Use WSP and AECOM website and the other public available resources. Include all attachments as references.
· 8-page, not including reference page
· APA 7th Format
IMG_0693IMG_0694IMG_0695IMG_0696IMG_0697
Putting our ingenuity forward
Future
Ready
2022-2024 Global Strategic Action Plan
Putting our
ingenuity forward
What We Stand For
03 Introduction
06 Future Ready® Mindset
07 Long-Term Vision
08 2024 Financial Ambitions
09 At a Glance: 2022-2024
Global Strategic Action Plan
11 Our Driving Forces
12 Our Unwavering ESG
Commitments
14 WSP is Innovative
15 Our Expertise is Digital
Our Purpose
We exist to future-proof our cities
and environments.
Our Belief
For societies to thrive, we believe that
we must all hold ourselves accountable
for tomorrow.
Our Guiding Principles
We value our people and our reputation.
We are locally dedicated with
international scale.
We are future-focused and challenge
the status quo.
We foster collaboration in everything
we do.
We have an empowering culture and
hold ourselves accountable.
17 People and Culture
19 Expertise
24 Clients
26 Operational Excellence
28 WSP in 2024: What Strategic
Success Could Look Like
Putting Our Ingenuity
Forward
Our Driving Forces A Deeper Dive into
Our Core Pillars
02
20
22
-2
02
4
G
lo
ba
l S
tr
at
eg
ic
A
ct
io
n
P
la
n
Future Ready®
Putting our Ingenuity Forward
As we face a collective turning point in our climate, resources and
communities, a brighter future is ours to create together. We exist to
future-proof our cities and environments. Despite an ever-changing
landscape, our commitment to our purpose remains resolute.
It courses through every facet of our organization, anchored in
our beliefs and Guiding Principles - and it is this purpose that will
continue to propel us into the future.
How Fa.
Putting our ingenuity forward
Future
Ready
2022-2024 Global Strategic Action Plan
Putting our
ingenuity forward
What We Stand For
03 Introduction
06 Future Ready® Mindset
07 Long-Term Vision
08 2024 Financial Ambitions
09 At a Glance: 2022-2024
Global Strategic Action Plan
11 Our Driving Forces
12 Our Unwavering ESG
Commitments
14 WSP is Innovative
15 Our Expertise is Digital
Our Purpose
We exist to future-proof our cities
and environments.
Our Belief
For societies to thrive, we believe that
we must all hold ourselves accountable
for tomorrow.
Our Guiding Principles
We value our people and our reputation.
We are locally dedicated with
international scale.
We are future-focused and challenge
the status quo.
We foster collaboration in everything
we do.
We have an empowering culture and
hold ourselves accountable.
17 People and Culture
19 Expertise
24 Clients
26 Operational Excellence
28 WSP in 2024: What Strategic
Success Could Look Like
Putting Our Ingenuity
Forward
Our Driving Forces A Deeper Dive into
Our Core Pillars
02
20
22
-2
02
4
G
lo
ba
l S
tr
at
eg
ic
A
ct
io
n
P
la
n
Future Ready®
Putting our Ingenuity Forward
As we face a collective turning point in our climate, resources and
communities, a brighter future is ours to create together. We exist to
future-proof our cities and environments. Despite an ever-changing
landscape, our commitment to our purpose remains resolute.
It courses through every facet of our organization, anchored in
our beliefs and Guiding Principles - and it is this purpose that will
continue to propel us into the future.
How Far Can We See?
In 2019, we challenged ourselves to
expand our horizons, setting ambitious
goals to push ourselves even further as
an organization. Since then, we have
lived through a period of extraordinary
changes, yet we continued to deliver on
our aspirations. Through the deliberate
evolution of our core pillars — People
and Culture, Clients, Expertise,
Operational Excellence — as well as
our foundational strength and the
dedication and resilience of our people,
we are extremely proud to have realized
our 2019-2021 strategic ambitions.
Today, we are boldly redefining the
role of a professional consulting firm.
We are applying our state-of-the-art
expertise and the collective ingenuity
of our people in order to imagine and
create Future Ready® places for clients
and communities, locally and across
the globe. Our work is of strategic
importance in preparing for the future;
and we are at the heart of climate
change consciousness.
“Our long-term vision sets an ambitious
destination for WSP to become the
undisputed leader in our industry.”
* Future Ready® is registered in Canada, United States and New Zealand. WSP Future Ready (Logo)® Is registered in Europe, Australia and in the United Kingdom
Building on this momentum, I am
pleased to present our 2022-2024 Global
Stra.
Wyatt is an award winning communication agency, with offices in Delhi, Mumbai & Kolkata.
Wyatt is #1 in financial and corporate communications.
Work for the best the category clients like Dabur, Maruti, ACC, Dominos, Tata Group, Max Group, Jubilant Group, Educomp, Aptech, Monnet Ispat, Era, Hiranandini etc
Wyatt specializes in the following:
Annual reports
Sustainability and CSR reports
Brand Identity (logo design)
Advertising campaigns
Employee engagement campaigns
Newsletters
Brochures
Websites
Presentations
White papers
In the current crisis, B Corps demonstrated great resilience. What does it mean to be a Certified B Corporation? Why should companies pursue this certification?
BUILDING A FUTURE OF SHARED SUCCESS
In this report, we are pleased to share our progress for 2019 across the focus areas of the United Nations Global Compact.
Burke & Herbert Financial Services Corp. is the bank holding company for Burke & Herbert Bank & Trust Company. Burke & Herbert Bank & Trust Company is the oldest continuously operating bank under its original name headquartered in the greater Washington DC Metro area. The Bank offers a full range of business and personal financial solutions designed to meet customers’ banking, borrowing, and investment needs and has over 20 branches throughout the Northern Virginia region and commercial loan offices in Fredericksburg, Loudoun County, Richmond, and in Bethesda, Maryland.
Our organisation has been through considerable change focused on creating a sustainable organisation that can better serve our customers, now and into the future.
Visit : https://enhancedlifestyles.com.au/2022/03/30/annual-report-21-22/
Social Impact for Business - Project DevLink - cdvglobal.comStevenCullis1
Our Social Impact Initiatives offer purpose driven outcomes that directly impact some of the most marginalised communities in the developing world, enabling your company to contribute to the United Nations Global Goals 2030 at the community level, where a significant and positive difference to the lives of many can be achieved.
Download the newest edition of the CLA Promise Report, highlighting some of the inspiring initiatives and activities that you have contributed to — and our focus for the year to come.
Amplify Your Employer Brand Through Employee AdvocacyPostBeyond
The best employer branding content comes from within your organization. Whether it’s showcasing your workplace culture, job posts or company events – compelling content can help attract and recruit top talent.
By leveraging your employees to amplify your employer branding, you tap into their potential to reach and influence thousands through their social networks
B Corps: Using Business as a Force for Good™ presented by Maiya HollidayTahoe Silicon Mountain
Tahoe Silicon Mountain, a network of entrepreneurs and professionals who live and work in the Tahoe-Truckee area, is pleased to welcome Maiya Holliday and Marie Koesnodihardjo to present: “B Corps: Using Business as a Force for Good™” at the Mountain Minds Monday event.
Many businesses already operate using a triple bottom line framework, but consumers don’t necessarily see companies’ environmental and sustainability initiatives as authentic. Come learn how the B Corp certification defines and upholds standards for environmental and social accountability that creates benefit for stakeholders and shareholders and how your company can become a certified B Corp.
Maiya Holliday, Founder and Technical Lead at Mangrove Web Development, and Marie Koesnodihardjo, Project Manager and B Keeper at Mangrove Web Development, will talk about how your business, whether large or small, can join the growing community of more than 1,600 Certified B Corps from 42 countries and over 120 industries to redefine success in business.
You can learn more about Holliday and Koesnodihardjo here: mangrove-web.com
Mountain Minds Monday will be on Monday, June 12th, 6-8 pm at Pizza on the Hill, in Tahoe Donner at 11509 Northwoods Blvd., Truckee. A $5 fee includes pizza and salad. Before and after the presentation, there will be time for networking.
The event will also be livestreamed and available online as it happens on YouTube: bit.ly/YouTubeTSM
This month’s event is sponsored by New Leaders, Holland & Hart LLP, and The Lift.
You can find us on LinkedIn and Facebook and at TahoeSiliconMountain.com or sign up for email meeting announcements here: http://bit.ly/TSMEmail
This document brings together a set of latest data points and publicly available information relevant for Business services. We are very excited to share this content and believe that readers will benefit from this periodic publication immensely.
As strategists, we find inspiration everywhere.. Every month, people on our team share their muse - someone or something that is a guiding light for their work. So instead of another trend report this time of year, this is our Barkley muse report.
Zoom in. Zoom out. State of the Whole Brand 2023Barkley
Over the past four years, we have conducted extensive research to prove the power of whole brands. Our research shows they are 11X more likely to command a premium price, 3X more likely to be bought most often in their categories, double their competition in market penetration, and are 50% more likely to be recommended to others. This research is represented in our annual State of The Whole Brand report.
More Related Content
Similar to Sustainable growth, maximum momentum. 2022 Barkley Impact Report
Putting our ingenuity forward
Future
Ready
2022-2024 Global Strategic Action Plan
Putting our
ingenuity forward
What We Stand For
03 Introduction
06 Future Ready® Mindset
07 Long-Term Vision
08 2024 Financial Ambitions
09 At a Glance: 2022-2024
Global Strategic Action Plan
11 Our Driving Forces
12 Our Unwavering ESG
Commitments
14 WSP is Innovative
15 Our Expertise is Digital
Our Purpose
We exist to future-proof our cities
and environments.
Our Belief
For societies to thrive, we believe that
we must all hold ourselves accountable
for tomorrow.
Our Guiding Principles
We value our people and our reputation.
We are locally dedicated with
international scale.
We are future-focused and challenge
the status quo.
We foster collaboration in everything
we do.
We have an empowering culture and
hold ourselves accountable.
17 People and Culture
19 Expertise
24 Clients
26 Operational Excellence
28 WSP in 2024: What Strategic
Success Could Look Like
Putting Our Ingenuity
Forward
Our Driving Forces A Deeper Dive into
Our Core Pillars
02
20
22
-2
02
4
G
lo
ba
l S
tr
at
eg
ic
A
ct
io
n
P
la
n
Future Ready®
Putting our Ingenuity Forward
As we face a collective turning point in our climate, resources and
communities, a brighter future is ours to create together. We exist to
future-proof our cities and environments. Despite an ever-changing
landscape, our commitment to our purpose remains resolute.
It courses through every facet of our organization, anchored in
our beliefs and Guiding Principles - and it is this purpose that will
continue to propel us into the future.
How Far Can We See?
In 2019, we challenged ourselves to
expand our horizons, setting ambitious
goals to push ourselves even further as
an organization. Since then, we have
lived through a period of extraordinary
changes, yet we continued to deliver on
our aspirations. Through the deliberate
evolution of our core pillars — People
and Culture, Clients, Expertise,
Operational Excellence — as well as
our foundational strength and the
dedication and resilience of our people,
we are extremely proud to have realized
our 2019-2021 strategic ambitions.
Today, we are boldly redefining the
role of a professional consulting firm.
We are applying our state-of-the-art
expertise and the collective ingenuity
of our people in order to imagine and
create Future Ready® places for clients
and communities, locally and across
the globe. Our work is of strategic
importance in preparing for the future;
and we are at the heart of climate
change consciousness.
“Our long-term vision sets an ambitious
destination for WSP to become the
undisputed leader in our industry.”
* Future Ready® is registered in Canada, United States and New Zealand. WSP Future Ready (Logo)® Is registered in Europe, Australia and in the United Kingdom
Building on this momentum, I am
pleased to present our 2022-2024 Global
Stra.
Wyatt is an award winning communication agency, with offices in Delhi, Mumbai & Kolkata.
Wyatt is #1 in financial and corporate communications.
Work for the best the category clients like Dabur, Maruti, ACC, Dominos, Tata Group, Max Group, Jubilant Group, Educomp, Aptech, Monnet Ispat, Era, Hiranandini etc
Wyatt specializes in the following:
Annual reports
Sustainability and CSR reports
Brand Identity (logo design)
Advertising campaigns
Employee engagement campaigns
Newsletters
Brochures
Websites
Presentations
White papers
In the current crisis, B Corps demonstrated great resilience. What does it mean to be a Certified B Corporation? Why should companies pursue this certification?
BUILDING A FUTURE OF SHARED SUCCESS
In this report, we are pleased to share our progress for 2019 across the focus areas of the United Nations Global Compact.
Burke & Herbert Financial Services Corp. is the bank holding company for Burke & Herbert Bank & Trust Company. Burke & Herbert Bank & Trust Company is the oldest continuously operating bank under its original name headquartered in the greater Washington DC Metro area. The Bank offers a full range of business and personal financial solutions designed to meet customers’ banking, borrowing, and investment needs and has over 20 branches throughout the Northern Virginia region and commercial loan offices in Fredericksburg, Loudoun County, Richmond, and in Bethesda, Maryland.
Our organisation has been through considerable change focused on creating a sustainable organisation that can better serve our customers, now and into the future.
Visit : https://enhancedlifestyles.com.au/2022/03/30/annual-report-21-22/
Social Impact for Business - Project DevLink - cdvglobal.comStevenCullis1
Our Social Impact Initiatives offer purpose driven outcomes that directly impact some of the most marginalised communities in the developing world, enabling your company to contribute to the United Nations Global Goals 2030 at the community level, where a significant and positive difference to the lives of many can be achieved.
Download the newest edition of the CLA Promise Report, highlighting some of the inspiring initiatives and activities that you have contributed to — and our focus for the year to come.
Amplify Your Employer Brand Through Employee AdvocacyPostBeyond
The best employer branding content comes from within your organization. Whether it’s showcasing your workplace culture, job posts or company events – compelling content can help attract and recruit top talent.
By leveraging your employees to amplify your employer branding, you tap into their potential to reach and influence thousands through their social networks
B Corps: Using Business as a Force for Good™ presented by Maiya HollidayTahoe Silicon Mountain
Tahoe Silicon Mountain, a network of entrepreneurs and professionals who live and work in the Tahoe-Truckee area, is pleased to welcome Maiya Holliday and Marie Koesnodihardjo to present: “B Corps: Using Business as a Force for Good™” at the Mountain Minds Monday event.
Many businesses already operate using a triple bottom line framework, but consumers don’t necessarily see companies’ environmental and sustainability initiatives as authentic. Come learn how the B Corp certification defines and upholds standards for environmental and social accountability that creates benefit for stakeholders and shareholders and how your company can become a certified B Corp.
Maiya Holliday, Founder and Technical Lead at Mangrove Web Development, and Marie Koesnodihardjo, Project Manager and B Keeper at Mangrove Web Development, will talk about how your business, whether large or small, can join the growing community of more than 1,600 Certified B Corps from 42 countries and over 120 industries to redefine success in business.
You can learn more about Holliday and Koesnodihardjo here: mangrove-web.com
Mountain Minds Monday will be on Monday, June 12th, 6-8 pm at Pizza on the Hill, in Tahoe Donner at 11509 Northwoods Blvd., Truckee. A $5 fee includes pizza and salad. Before and after the presentation, there will be time for networking.
The event will also be livestreamed and available online as it happens on YouTube: bit.ly/YouTubeTSM
This month’s event is sponsored by New Leaders, Holland & Hart LLP, and The Lift.
You can find us on LinkedIn and Facebook and at TahoeSiliconMountain.com or sign up for email meeting announcements here: http://bit.ly/TSMEmail
This document brings together a set of latest data points and publicly available information relevant for Business services. We are very excited to share this content and believe that readers will benefit from this periodic publication immensely.
Similar to Sustainable growth, maximum momentum. 2022 Barkley Impact Report (20)
As strategists, we find inspiration everywhere.. Every month, people on our team share their muse - someone or something that is a guiding light for their work. So instead of another trend report this time of year, this is our Barkley muse report.
Zoom in. Zoom out. State of the Whole Brand 2023Barkley
Over the past four years, we have conducted extensive research to prove the power of whole brands. Our research shows they are 11X more likely to command a premium price, 3X more likely to be bought most often in their categories, double their competition in market penetration, and are 50% more likely to be recommended to others. This research is represented in our annual State of The Whole Brand report.
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This is the first of many examples of how whole brands
will dominate markets to come, giving marketing
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proof of the impact of 360-degree thinking and how a
collective, systematic approach to brand building can
change the trajectory and future of brands.
May the most whole brands win!
More at wholebrandproject.com.
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We're on a mission to build a world with more whole brands, those that spread their strength across a defined set of actions, grow faster, win more customers, and have stronger cultures than the competition — those that act as a force for good.
The world needs us all to rethink how we’re doing business. That starts here. Inspired? Join us at The Whole Brand Project, where we’re rallying innovative thinkers from all industries to come along.
More at wholebrandproject.com.
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Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
3. Barkley
Impact
Report
2022
03
We call ourselves rocket people,
but as a creative idea company,
our mission is to stay grounded.
Helping to create whole brands
that act as a force for good.
Because it may be inspiring to
dream of other worlds, but we’re
here to Add Good to this one.
We are Barkley.
On our way to even better.
Barkley
at a glance.
Barkley is an independent creative idea company that builds
whole brands for modern consumers, employees and all stakeholders.
We do this through three idea centers: transformation + strategy,
design + experience, and communications + activation. As a
Certified B Corporation™, we believe all brands, including ours,
can be a force for good in the world.
550+
partners
1964
established
4
offices:
Kansas City,
Pittsburgh,
Denver,
New York City
100%
independent
Awards
Adweek: Agency of
the Year Shortlist
AdAge A-List
Agency Standout
AAF Mosaic
Awards: Workforce
Inclusion Winner
4A’s Foundation:
Independent Agency
of the Year
Chief Marketer
200 Top Marketing
Agencies
About
Barkley
4. Barkley
Impact
Report
2022
04
A message from our CEO + President:
Sustainable growth,
maximum momentum.
Brands aren’t built in isolation; they grow when every single
thing a brand does is working toward the same central idea.
We’ve built our entire company in service
of this idea — we call it Whole Brand
Thinking™ — and it guides how we pitch,
how we win, how we build and impact
brands and the world, and how we build
our organization.
This focus has fueled our fourth consecutive
year of record-setting revenue, with a 70%
new business win rate, sustained organic
growth and new project work in everything
from sustainability and brand culture to
experience design and innovation.
It also dictates how we grow and nurture
Barkley’s own brand. From investing in our
monthly knowledge training program
“Rocket Science,” to founding the Barkley
Creative Accelerator, a program geared
to help minority creatives nurture their
careers in advertising, we prove that Barkley
is as much the campaigns we send out into
the world as the investment we put into our
own culture.
We also prioritize our status as a Certified
B Corporation™, a rare distinction that
provides a necessary framework to empower
our partners around our core purpose:
Add Good. The process it takes to maintain
our certification enables us to constantly
monitor environmental, social and
governance issues (ESG) that impact our
business and its capability to improve
financial performance, meet stakeholder
expectations and drive growth. And our own
research shows a consistent increase from all
stakeholders demanding transparency.
Through our latest State of Purpose research
report, we have firmly planted our stake in
the ground as an organization that now is
the time to double down on our own ESG
efforts — and we advise client brands to do
the same. It is how we have built resiliency
within our own organization, analyzing
our risks and opportunities as we measure
progress against our goals. As a result, we
are continually adjusting our own behaviors
that impact climate change, nurture our
company culture and recruit and retain
talented partners — with urgency.
This is momentum, and we look forward to
measuring it with you, for you, every step of
the way.
—
Jeff King + Dan Fromm
A
message
from
our
CEO
+
President
Dan Fromm,
President +
Jeff King, CEO
5. Barkley
Impact
Report
2022
05
If purpose is why our brand exists,
then sustainability is how we
prove it — from how we treat our
employees to how we interact
with clients and consumers, other
stakeholders and the world.
A roadmap for the future:
Our plan to add good.
Three years ago, we set out on a journey to
become a more sustainable brand. In 2022,
we identified (and continue to monitor)
material issues to our business, which helped
us set a clear focus around where we wanted
to go. Going forward, these material issues
drive our sustainability strategy and help
us to prioritize where we introduce new
baselines and goals in 2023.
This report maps our progress throughout
four key pillars: Partners, Planet, Clients
and Community. It also sets a trajectory for
the years ahead — because the more our
purpose powers our commitments to people,
planet and community, the more inspired
our brand culture is to deliver profit and
continuous impact.
—
Lindsey DeWitte
Partners
Create a culture where our
people can thrive.
• BIPOC representation and gender
parity at all levels of our organization
• Partner well-being and satisfaction
• Professional development and growth
• Fair compensation*
Clients
Build a world with more whole brands.
• Increase the number of clients with
a strong purpose committing their
mission and actions to social and
environmental impact
• Increase the percentage of revenue
meeting our Client Impact Criteria
• Share our talents through pro bono
work with nonprofit organizations
• Responsible marketing*
• Data security*
Planet
Operate within our planetary limits.
• Reduce greenhouse gas emissions
• Invest in renewable electricity
• Zero waste to landfill
Community
Use our talents to advance
diversity and equity.
• Increase the amount of
company volunteering
• Donate to nonprofit organizations
that align with our community vision
• Increase spending with local,
women-owned and minority-
owned vendors
Our
plan
to
add
good
External
Stakeholder
Importance
Internal Stakeholder Importance
Data
Security*
Community
Relations
Supplier
Diversity
Client ESG
Impact
Responsible
Marketing*
Environmental
Stewardship
Business
Integrity*
Workforce
Development
DEI+B
Fair
Compensation*
Workplace
Culture
Materiality
Assessment
*Add Good baselines and goals coming in 2023.
Lindsey DeWitte,
President, PR
and EVP, Purpose +
Sustainability
6. Barkley
Impact
Report
2022
06
Goal Year Status 2022 Progress
Partners
Achieve 25% BIPOC
representation among
Barkley partners
2025
21% of Barkley’s partners were
BIPOC by the end of 2022.
Parity of women partners at
the Director+ level, compared
to total organization
2025
Female partners represented 54% of
management at the Director level or
above, compared to Barkley’s overall
female representation of 61%.
Achieve 20% annual increase
of BIPOC representation at
the Director+ level
2025
Representation of BIPOC partners at the
Director level or above increased by
33% from 2021 to 2022.
Achieve a partner
well-being satisfaction
score of at least 65%
Annual
At the end of 2022, 95% of our partners
shared that they were satisfied working
at Barkley.
100% participation in
management development
and effectiveness
training annually
Annual
47% of managers completed specific
training offered quarterly; additional
development and training is offered
throughout the year to every manager
at Barkley.
100% of partners complete
Rocket Science training
and curriculum
Annual
In 2021, we increased partners’
professional development to five days.
In addition, Rocket Science is our
intentional programming offered to all
partners for educational and professional
development relevant to our industry.
Goal Year Status 2022 Progress
Clients
50% of revenue
meets Barkley’s Client
Impact Criteria
2025
41% of our revenue aligned to the Client Impact
Criteria. Impact-driven revenue grew in conjunc-
tion with overall client revenue growth in 2022.
75% of clients contribute
to Barkley’s Client
Impact Criteria
2025
The number of clients that we attributed to our
Client Impact Criteria based on their model,
mission and actions decreased from 53% to 50%.
Communities
100% of partners volunteer
eight “Goodworks”
hours annually
Annual
70% of Barkley partners volunteered, resulting
in over 2,760 hours logged throughout 2022.
As well as an additional 2,923 contributed
toward pro bono work for local nonprofits.
Increase spend with local,
women-owned and minority-
owned vendors to 25%
2025
10% of our vendor spend came from local,
minority-owned and/or women-owned vendors,
a 1% increase from 2021.
Increase spend with minority-
owned media vendors to 2%,
and maintain annually
2025
1.4% of total media spend was directed toward
local, women-owned and minority-owned
vendors; 1% of total media spend specfically
came from minority-owned vendors.
Planet
Reduce GHG emissions by
50% in own operations
2030
Compared to our 2019 base year, we reduced
our greenhouse gas emissions in our Scope 1 and
2 by 97%, but our Scope 3 increased by 67%.
Zero waste to landfill 2025
We created baselines and absolute
measurements for all waste streams in our
own facilities based off of our largest footprint,
Kansas City headquarters.
100% Renewable Energy 2025
We accelerated our goal from basing 17% of our
business operations on renewable electricity in
2021 to 100% in 2022.
Add Good Scorecard
= achieved = in progress = evaluating
Our
plan
to
add
good
8. Barkley
Impact
Report
2022
08
Win Inside to Win Outside™:
Growing culture in a
growing business.
We’re out to prove creativity can solve any problem, so in service of
creative ideas, we intentionally invest in creating conditions where
our partners can thrive — and create the best work of their careers.
As our greatest asset, our partners energize
our brand and live out our purpose. They are
the heartbeat of our organization.
Last year, we introduced core values to
the organization that guide our work and
deliver on our belief to “Add Good”: Demand
Diversity, We over Me, and Act Like an
Entrepreneur. Our organization is not your
typical top-down — we’re all in, and we stand
by our rally cry that in order to win outside
our organization, we must first win inside. At
the end of 2022, 95% of our partners shared
with us that they were satisfied working here.
And our partner well-being participation and
overall index steadily increased throughout
the year – indicating overall employee
engagement and a healthy culture.
In 2022, we welcomed 100 new partners
to our practice and are now more
geographically spread out across the
country. And we acquired a 45-person
agency focused on food and beverage
brands. As we scale in size and partnership,
so does the need to nurture our internal
culture and continue to innovate on new
ways of working together.
Empowering our management-level
employees was a key initiative in 2022. We
created a new director-and-above manager
training program to better foster employees’
growth and clarity on their purpose inside
our organization. In 2023, we plan to have
100% participation in this program.
We also believe creativity demands
diversity, and our partners agree: 96% of
our partners agree that Barkley “enables
a culture of diversity,” according to our
results from the 2022 AdAge survey. Last
year, we continued our walk-the-walk
approach to Diversity, Equity, Inclusion and
Belonging by keeping successful programs
going strong: The BrandLab partnership,
Multicultural Advertising Internship Program,
Junior Achievement BizTown and Barkley
Mentorship Summer Series. We also continued
to support two of our newest initiatives:
Barkley Creative Accelerator (BCA) – This
year-long program provides a platform for
young, promising BIPOC creatives to skip the
constraints of traditional portfolio school and
jump straight into the ad industry. Our BCA
creatives finished the inaugural year of the
program with a 100% portfolio completion
rate and a 100% hire rate.
Barkley Fellowship – Diversity also means
attracting BIPOC talent from outside
the advertising industry. We developed
a fellowship program to attract talented
leaders in other industries and equip
them with the knowledge and skills they
need to succeed at Barkley. The inaugural
year resulted in hiring two-thirds of our
participants, one-third of whom matriculated
at the Director level.
9. Barkley
Impact
Report
2022
09
Keeping diverse talent is equally, if not more, important than
bringing in new talent.
The pandemic underscored challenges that
already impacted diverse communities.
To stem this, we launched Shaping The
Workforce Culture Workshops. This was
a three-month listening tour to unearth
We want to set working conditions that
empower each of our partners to do the best
work of their career.”
Sara Buck, EVP, Partner Experience
Looking ahead: we will continue to improve cross-department
collaboration, nurturing our partners’ long-term journeys at Barkley,
and increasing communication about key aspects of the business.
21%
BIPOC
partners
5
professional
development
days per partner
12%
BIPOC partners
in leadership
61%
women
partners
95%
partner
satisfaction
30%
of new hires
were BIPOC
54%
women in
leadership
2022
By the
numbers
challenges to progress for all of our
partners, and particularly, partners of color.
We also moved beyond BIPOC parity to
achieve an annual increase of 20% BIPOC
representation at the Director+ level by 2025.
Two partners received recognition for exceptional contributions to
Barkley in 2022. Director of Operations LaRon McKinnis received our
Add Good award, given to the person who inspires everyone around
them and makes everything they touch better — culture, community and
our work. And Strategy SVP Andy Woolard received the Bill Award, an
annual honor given to those entrepreneurs who are brave enough to
know that creating the new often means discarding the old and that
progress is something you literally make.
Finally, per our commitment to be fully transparent about our goals and progress
in creating more diversity at Barkley, our current statistics are as follows:
10. Barkley
Impact
Report
2022
10
Diversity and inclusion are crucial factors in a brand’s success,
both with its internal culture and with external stakeholders.
However, integrating diversity and inclusion
initiatives are not easy tasks: They require
a significant shift in a brand’s culture,
policies and practices to effectively integrate
changes within an organization.
With this in mind, we launched 2022 with an
internal audit of our diversity and inclusion
progress to build upon the foundation
established in 2020. We recognized new
leadership for our DEI+B initiatives. Jesse
Pedraza, a charter member of our DEI+B
Fellowship Program, was named Director of
DEI+B. And we evolved the structure of our
DEI+B council, which doubled in size as we
added DEI+B Advisors and Allies to the mix.
The council itself is charged with ensuring
measurable impact and continued ROI, while
Advisors and Allies will provide support to
the council on an ad-hoc basis, enabling the
council to scale its personnel to meet agency
and client needs.
Different viewpoints and perspectives fuel creative
thinking and solutions, which lead to better
business outcomes both inside and out.”
Jesse Pedraza, Director DEI+B
The new design system incorporates the use of
vibrant colors, an ownable logo, unique icons and
bold photography to symbolize the diverse experiences
represented at Barkley. The gradient represents
the intersection between partners and the DEI + B
council. Not only does this system remind us that
Barkley is a safe house, but it inspires us to be
bold and outgoing.”
Esti Vasquez, Designer
An evolving identity
To help create additional energy around the
continued enhancements, the DEI+B Council
also launched a new internal design system
that ensured a more inclusive feel and
signaled a revived energy around our
internal work.
Diversity and inclusion initiatives are not
a one-time event but an ever-evolving
process. These changes helped to establish
a continuous improvement process by
monitoring and evaluating the initiatives,
identifying areas for improvement, and
celebrating successes every step of the way.
Spotlight:
Barkley DEI+B
Strategy + Design System
12. Barkley
Impact
Report
2022
12
Partnerships with impact:
Doubling down
on purpose.
The most powerful way we can bring about a more inclusive and
sustainable world is through the work we do for our clients.
Through our whole brand approach, we
account for how a brand impacts people and
the planet. Expectations of accountability
and transparency for brands continue to
Our Client Impact Criteria
Sustainable growth means measuring the
impact of our clients as well as our own.
The following principles provide a framework
for measurement.
Mission: Does the client have a strong
purpose committed to meeting social and
environmental needs?
Model: Does the client have a business
model that drives action against the United
Nation’s Sustainable Development Goals?
Action: Is the agency actively engaged
in actions, programs or campaigns that
move the business model and action on
the SDGs forward?
Clients that meet two or more of these
criteria are included in our impact metrics.
In 2022, we saw another year of record
growth as an agency both with clients
and acquiring an agency and their food
and beverage portfolio. Our impact-driven
revenue grew in proportion to our overall
revenue. The number of clients contributing
toward impact revenue lagged slightly
compared to our overall client population.
Some brands that stand out as major
contributors to these metrics:
We continue to work toward two long-term
goals with our client-partners to help us
better understand how we make progress
across different business dynamics — one
focused on the amount of good work we
can measure through our revenue, and the
other through the number of clients we
work with to advance key social and
environmental challenges.
Total revenue from impact-driven clients (includes nonprofits)
% of clients contributing to impact-driven revenue (includes nonprofits)
41% 50%
75%
50%
2025
goal
2022
2022
2025
goal
We’re encouraged by how many of our clients not
only realize that purpose and sustainability are
important, but are actively making decisions based on
that belief. For many, when they feel how positively
their consumers and employees react, it’s fuel to
keep going. We’re honored to be next to them as their
business partner adding more good to the world.”
Stephanie Parker, Chief Client Experience Officer
grow with all stakeholders. And we don’t
merely see ourselves as service providers
but strategic partners for our clients. We
treat our client brands with the intention we
give to our own.
13. Barkley
Impact
Report
2022
13
As a regional convenience retail chain
with more than 950 convenience retail
stores, Wawa has a strong purpose and
is on a mission to prove it: Fulfilling lives
every day. This purpose is based on the
belief that all companies have an obligation
to do more than sell or serve – they should
somehow make the world a little bit better.
In order to live out its Good to Choose food
policy — accessible, convenient nutritional
options — Wawa needed a customer-centric
brand message around the quality of
their food and beverages that specifically
supports their Food Policy and Trusted
Products strategy.
Our goal was to bring together the purpose
and personality of the brand’s core idea,
Life’s Daily Wingmate, to create the right
language, vision and framework for how to
share its positive food story with consumers
and stakeholders in a consistent way. We
integrated this strategy through campaigns,
consumer touch points (in-store), product
packaging and digital content that can
be used across product categories and
marketing channels for years to come.
Spotlight:
Purpose-driven
clients in action.
PreZero is the only worldwide recycler
that specializes in both hard-to-handle
food waste and black soldier fly
technology. The organization is at the
forefront of creating a resilient food system
thanks to its industry-leading technology.
PreZero uses nature’s best recycler — the
black soldier fly — to transform hard-to-
handle food waste into sustainable animal
feed and fertilizer. Its purpose? To reduce its
customers’ environmental footprints — and
protect our planet for future generations.
To help PreZero share its capabilities with
potential customers, we created a design
system that centers the black soldier fly
as a superhero for the future and reframes
waste as a valuable part of the food system.
We also imagined a physical experience
for PreZero’s new visitor center, and we
developed a saleable story to attract
attention from a wide range of stakeholders.
14. Barkley
Impact
Report
2022
14
With more than 2,400 fitness clubs
globally, Planet Fitness is a brand living
its purpose: To democratize fitness by
creating a Judgement Free Zone®
, with
emphasis on access and inclusion.
As agency of record, we lead strategy,
design, creative development and national
production around its mission — fueled by
Planet Fitness insights and research.
“Our purpose doesn’t just create brand
love, it’s a business imperative: we provide
For over 100 years, United Way of Greater
Kansas City has played a unique role
in the philanthropic community by
bringing people and resources together
to tackle the most pressing and persistent
challenges facing our community today
and tomorrow. The organization came to us
to build out the design and experience of its
brand presence, as well as PR opportunities,
content creation and advertising. Together,
we aligned around an evolved purpose: To
creatively deploy Greater Kansas City’s
resources toward community betterment.
We created a brand map around how they
prove this idea to the world — which drove
the elements behind a new design system,
actionable and inspiring messaging, and
new ways to reach the people they serve as
well as partners and donors to bring their
mission to life.
access to fitness. Anyone can work out
at Planet Fitness and feel like they fit in
and they have a sense of community or
people to lean on,” says McCall Gosselin,
SVP of Communications and Social Impact,
Planet Fitness.
From the end of 2018 to the end of 2022,
Planet Fitness grew its membership by 36%,
with a 38% increase in the number of gyms.
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Community-building creativity:
Good works prove
our purpose.
Our purpose is to prove that creativity can solve any problem — and that
doesn’t only apply to the work we do inside Barkley and with our clients.
It also impacts how we choose to solve problems in our community.
Enter Goodworks: our program for community
volunteering that enhances our gratitude,
empathy and creativity as people and partners.
Launched in 2012, Goodworks allowed us to
contribute 5,683 hours through volunteer
and pro bono work last year — on par with
our pre-pandemic numbers! More than 70%
of our partners volunteered 2,760 hours, a
significant increase over the hours donated
in 2021. We also produced more than 11 pro
bono projects and continued to financially
contribute to long-time community partners
like The BrandLab, Big Brothers Big Sisters,
and Junior Achievement.
We acknowledge the impact our business
investments within production, media
and the agency can have on members in
our communities. That’s why we invest in
minority-owned, women-owned and local
vendors to drive impact where we live and
work. We strive to support local business
development, diverse perspectives and
increased representation by partnering with
vendors to deliver valuable services and
experiences to our clients and employees
in the markets we operate. Our total spend
across local, women-owned and minority-
owned vendors increased by 5% over the
last year and equated to 9.8% of our total
spend across production, media and across
the agency in 2022. The overall increase was
driven by clients’ strategies shifting media
spend year-over-year, as well as rent and
utility expenses across our organization that
are owned locally.*
Looking ahead: we are continuing to improve our process to
support more local, women- and minority-owned businesses
through our relationships with vendors. We also are
harnessing the power that focused, strategic giving can have
in advancing diversity and equity in our communities.
5,683
hours spent on
volunteer +
pro bono work
8%
vendor spend
with businesses
local to our
office locations*
2.7%
vendor spend
with women-owned
businesses*
1.7%
vendor
spend with
minority-owned
businesses*
2022 By the numbers
*
Because we are assessing diversity factors that encompass proximity to a certain location, gender and minority
representation, it is possible for some vendors to be included in multiple categories.
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Spotlight:
Welcome back,
Good Day.
Every action and idea is an opportunity to add good — and when we can
tap our partners’ amazing talents and energy, we amplify our impact.
That’s why we align our volunteer projects
with Barkley’s brand purpose so we can use
our talents to advance diversity and equity
through creative and educational initiatives
with nonprofit partners.
In 2022, we resumed our company-wide day
of service, Good Day, where every Barkley
partner takes time to step away from their
work and focus on pouring positivity and
change back into the community. Good Day
helps foster deeper connections across the
agency, as well as in the communities we
live. More than 300 partners donated over
1,400 hours and completed projects for 15
nonprofits across five states ... in just one
(good) day.
We didn’t stop there. We also launched
“mini” Goodworks throughout 2022,
identifying opportunities for partners to
connect with local communities all year
long. This provided balance in living out
small acts of kindness in between our larger
Good Day volunteer initiative.
Impact Snapshot
Restored
wildlands and
planted 55
trees to
support canopy
development
Encouraged
children’s
literacy by
reading and
distributing
books
Created costumes
and decorations
for local cultural
arts centers
Improved
housing for
refugee family
resettlement
1,367
meals provided
for local
food banks
and families
90
students
mentored
84
lives saved
through blood
donation to
the American
Red Cross
$3,860
raised for local
nonprofits focused
on creating
equitable
opportunities
for children
and families
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Spotlight:
Pro Bono Initiatives
In addition to each partner having 16 hours of paid volunteer time
annually, we also strategically provide support to nonprofit partners in
our communities through pro bono work. In 2022, we invested an estimated
3,000 hours to support various ventures in our local communities.
Beating pediatric cancer
Big Slick is a Kansas City charity
hosted by five local big-name
celebrities to raise money for
Children’s Mercy Hospital. Every
year, Barkley has the privilege
of creating the annual big
idea, design system and event
marketing materials for the event,
which helped raise $3.5 million in
2022. More importantly, the event
is a valuable branded recruiting
tool for the hospital in their fight
against pediatric cancer.
Expanded access to performing arts
Kansas City Repertory Theatre aims to break down economic and geographic
barriers and make theatre more accessible across the community. It truly
believes and practices the idea of theatre for all. Barkley eagerly volunteered
to create the KC Rep Gala design system, event experience and media needed
to raise funds at their annual Gala to expand the number of community
members that are able to enjoy the theatre, regardless of their ability to pay.
The 2023 Gala raised over $465,000 for their vital artistic cause.
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Equal access to writing education
Since 2019, Barkley has partnered with 826 National Inc., the nation’s
largest youth writing organization. In 2022, this work specifically
focused on rebranding the organization and developing a new
strategic plan — all in hope of creating equal access to quality writing
education, a longstanding challenge in the United States.
Fostering creative expression
Charlotte Street Foundation provides
artists of all backgrounds the
ability to focus on expressing their
creativity by eliminating financial
and physical barriers that can limit
creative expression. We created visual
communication assets for its 25th
anniversary gala, from overall core
logo branding down to event entrance
signage. Our volunteers also created
dozens of physical elements for the
live event. As the most successful
fundraising event in Charlotte Street’s
history, it raised $131,952 and was
the best attended fundraiser the
organization has ever hosted.
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Sustainable changes:
Progressing toward
climate goals.
We made a commitment to the planet back in 2019, to lower our
emissions in line with the Paris Agreement in line with a 1.5°C
pathway. In real terms, that means we are on a journey to reduce
emissions by 50% in our offices (known in the GHG protocol as
Scopes 1 and 2) by 2030.
We live out our commitment to people and
the planet through every action we take,
every day. And we continue to find ways
to lower our environmental footprint as we
balance these efforts with other priorities
focused on social and governance topics —
all of which are informed by stakeholder
input. We remain committed to the ongoing
measurement of our own impact on the
Planet — including continued progress in
line with the Paris Agreement to reduce
emissions by 50% in our offices for Scope 1
and 2 by 2030.
Lowering Our Emissions
We started our commitment to the planet
by measuring our impact on it back in 2019,
with our first greenhouse gas inventory.
Conducted in-house, it was a collaborative
effort across our offices and teams to take
stock of every kWh of energy used, every
mile traveled on business and every dollar
spent running our business.
After three years of making progress toward
our Planet goals, we were able to reduce our
scope 3
98.8%
scope 1
1.2%
scope 2
0%
7.6% purchased
goods
9.1% purchased
services
10.0% digital
32.3% employee
travel
10.3% food + drinks
8.6%
fuel + energy
related
emissions
20.9% other
emissions in scope 1 and 2 by 97% compared
to our 2019 baseline. This was achieved by
converting all the kWh used to power our
offices into renewables.
Reducing emissions in our other activities has
been more challenging. Most notably because
our business has seen significant growth over
the past few years, increasing our overall
partner headcount and our office operations
with the acquisition of another agency. The
increased personnel and activity required
to operate our growing business caused our
Scope 3 emissions, the largest portion of our
environmental footprint, to increase by 67%
compared to our baseline 2019.
Improving our carbon footprint
We take operating within our planetary
limits seriously. Going forward, we are
centralizing our data into a carbon
accounting tool to drill deeper into metrics
that can fuel insights that reduce our
footprint. We will use AI-based technology
to help us pull more specific supplier
emission factors that will enable us to
understand our environmental impact
at a more granular level. Part of our
new approach will include restating our
2019 baseline to have a consistent and
comparable starting point to measure
our progress over time. We are excited to
2022 By the numbers
Total emissions
of Barkley
97%
reduction in
Scope 1 and 2
(compared to 2019 baseline)
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leverage improved AI-based data to inform
our priorities, engage partners on how
they can help reduce our footprint and
future-proof dimensions of our business.
Accelerating Renewable Electricity
We accelerated our goal to operate our
business entirely through renewable
electricity by 2025 — achieving our goal
three years early!
In 2022, we sourced Renewable Energy
Certificates (RECs) from the Bonneville
Environmental Foundation — the equivalent
amount of electricity used to power 297
average U.S. homes for one year. This also
allowed us to support the development of
renewable energy projects where clean
energy is delivered to the North American
power grid, avoiding carbon emissions from
fossil fuel-based electricity.
Reducing Waste to Landfill
Another way we continue to operate
within our planetary limits is through our
ambition to be zero waste to landfill in each
Barkley office. Eliminating and diverting
waste continues to be a front-and-center
priority. We are continuously evaluating our
consumption across our vendors and how
our daily decisions impact our footprint to
find creative solutions for the items that we
use in our offices.
In 2022, we diverted more than 14,000
pounds of organic waste. In addition, the
Barkley Green Team rolled up their sleeves
(literally!) and conducted quarterly waste
audits in Kansas City, the location of our
largest office, to understand where we can
prevent more items from ending up in the
landfill through improved recycling and
composting. The Green Team discovered
that the small amount of waste going to
landfill was often recyclable and worked
to improve educational opportunities for
all Barkley employees — including new
recycling signs and engaging presentations
during company meetings.
2022 was also a unique year with desk
renovations in our offices, increasing our
total waste and the percentage that went
to landfill by about 35%. Barkley’s building
facilities team worked diligently to find
solutions to repurpose or donate the majority
of items, but some pieces were unable to
be reused. From what we’ve been able to
measure, we divert more than 90% of our
waste from the landfill annually in our Kansas
City office.
We continue to have centralized compost-
recycle-trash stations throughout our
offices, removing all deskside trash cans.
And Barkley’s Green Team helps educate
partners about the nuances and importance
of each waste stream so our recycling and
composting does not get contaminated.
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Editorial
Lindsey DeWitte
President, PR and EVP,
Purpose + Sustainability
Jennifer Cawley
SVP, Purpose + Sustainability
Philippa Cross
Sustainability Lead
Jennifer Mazi
Content Director, Impact Strategy
Emily Sullivan
Sustainability Director
Jesse Pedraza
DEI+B Director
Jana Mueller
Senior Sustainability Strategist
Credits +
resources
Research
State of Purpose 2023: Start here —
A field guide for creating sustainability
actions with purpose
State of Purpose 2023: Research + Insights
State of the Whole Brand 2022: How to build
a whole brand — right now
Purpose Up: Doubling down in tough times
The Purpose Action Gap: The Business
Imperative of ESG
State of the Whole Brand 2021:
The Big Rethink
Books
The Purpose Advantage 2.0: How to unlock
new ways of doing business
by Phillippa Cross and Jeff Fromm
Scratch: How to build a potent modern brand
from the inside out by Tim Galles
Articles
WARC: The whole brand: Ending the
divide between brand marketing and
performance marketing
MUSE: An open letter to whole brand
thinkers — Let’s take over the world
Barkley Impact Report 2021
Our first year as a Certified B Corp™: Four
learnings from our journey to #AddGood
The Big Rethink: How to be a brand
the world needs
How to build a Whole Brand — and why
you want to
Profit, Performance and Impact: The success
criteria of a Whole Brand
Design + Production
Paul Corrigan
Executive Design Director
Marie Aholt
Studio Systems Specialist
Miranda Byrd
Senior Studio Designer
Danielle Orwig
Proofreader
Contact: For questions and inquiries, contact
Lindsey DeWitte at ldewitte@barkleyus.com.
Credits
+
resources
24. About Barkley
Barkley is an independent creative idea company that
builds whole brands for modern consumers, employees
and all stakeholders. We do this through three idea
centers: strategy, design and activation. As a Certified
B Corporation™, we believe all brands, including ours,
can be a force for good in the world.
Our dedicated Impact Team helps brands define their unique purpose,
and develops transformational strategies that ignite behavioral change
inside and outside. This approach creates an authentic connection
with people in a way that fuels profit and growth, and leaves a positive
impact on the world.
barkleyus.com
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About Barkley®
Barkley is an independent creative idea company that builds whole
brands for modern consumers, employees and all stakeholders. We do
this through three idea centers: strategy, design and activation. As a
Certified B Corporation™, we believe all brands, including ours, can
be a force for good in the world. barkleyus.com
Kansas City
1740 Main Street
Kansas City, MO
Denver
4180 Wynkoop, Suite 330
Denver, CO
Pittsburgh
116 Federal Street
Pittsburgh, PA
New York City
275 7th Avenue, 27th Floor
New York City, NY