Annie Moreton, strategy director, GOOD Agency Sam Hollis, head of strategy and planning, GOOD Agency 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

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GOOD Agency
The Integration Imperative

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AN EVOLVING BRAND

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1989: FIGHT FOR CHOICE

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‘2000’S: NATION’S NO.1 ENTERTAINMENT CHOICE

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FROM UTILITY TO ENTERTAINMENT

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FROM FIRESALE TO PREMIUM

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COMPETITORS OLD AND NEW

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PURPOSE VERSUS
POSITIONING

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APPLE
Why: To make a contribution to the world by
making tools for the mind that advance humankind
How: Innovative, intuitive, simplicity, user-centric,
design-focussed
What: Computers, smart devices, software, TV…
Symbols:

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NIKE
Why: Inspiration and innovation for every athlete in
the world (and if you have a body, you’re an athlete)
How: Authentic, challenging, motivating, exciting,
intense
What: Sports, athletes, events, experiences
Symbols:

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SKY
Why: ?
How: ?
What: Choice (channels), Control (software),
Communications (Talk, Broadband), Care (CSR)
Symbols:

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WHY AND HOW:
DEFINING PURPOSE
AND VALUES

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SKY
24 YEARS OF PROOF
1990
The Simpsons
2001
Sky+
2010
3D TV
2012
Sky F1
1992
Sky Sports
clock and
timer 2006
Broadband and
Talk, HD TV
2011
Sky Atlantic, Sky Go
2013 Sky
Store

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ENTERTAINMENT

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WHY: MAKE
ENTERTAINMENT
BETTER,
MAKE LIFE BETTER

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HOW: CREATING OUR VALUES
Brilliantly simple

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SKY
Why: Make entertainment better, make life better
How: Spine tingling, game changing, brilliantly simple
What: Choice (channels), Control (software),
Communications (Talk, Broadband), Care (CSR)
Symbols:

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SKY
internal external society

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• Know what you want to solve
• Get everyone on board
• Build inside out
• Educate, equip, empower
• Ruthless consistency
LEARNINGS

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ENTERTAINMENT… EXPERIENCE

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NATIONAL TRUST

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NATIONAL TRUST

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NATIONAL TRUST

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NATIONAL TRUST

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HEALTHY MESSAGE CONNECTION
FUNDRAISING
BRAND

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AUDIENCES FIRST

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NATIONAL TRUST

30. GOOD Agency
Thank you for your time
For further information please contact:
hello@goodagency.co.uk
Page 30/30

31. 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

32. Conference
25 February 2016
London
#integratedcomms
Sponsored by
Integrated campaigns:
planning, delivering
and evaluating
@goodagencyldn