The challenge
The ICAEW New Boardroom Agenda campaign explores why long-term stewardship is vital to good management of companies, and the role that the board of directors plays in doing so. The objectives of the campaign were to position ICAEW as advocates for good corporate governance and engage members with innovative thinking and practical advice, with the aim of re-energising the community and providing support to help them make real and positive change in their organisations.
Our solution
We designed a campaign targeted primarily at board members and c-suite executives, including ICAEW members and non-members, as well as existing ICAEW Corporate Governance Community members. We also wanted the campaign to inspire middle management, and those new to the profession who may aspire to be board members in future and are committed to making positive change in the profession.
To bring the campaign messages to life we told the stories of board members that have broken the mould – such as Karen Hester, chief operating officer at Adnams, and Graeme Pitkethly, CFO of Unilever, an ICAEW member and holder of one of the most prominent finance jobs in the word. We also shot a film with Guy Singh-Watson of Riverford Organic Farmers, a £100m business he built from scratch.
This is a great initiative from ICAEW to promote sustainable growth and explore the impact board members can have – a truly inspiring video of belief, realising potential and making a difference. Proud to support this program helping people be the best they can be
ICAEW member
Alongside the films sat a raft of content split into five key themes – Building a sustainable business; Building a stronger, more effective board; Managing risk and building resilience; Strengthening culture and stakeholder trust.
This content included profile interviews, podcasts and a series of articles, as well as a set of in-depth practical guides to help boards and their teams make the right decisions for the long-term.
Results have been impressive, beating all KPIs. Highlights include:
11.6m
impressions on paid socials
219%
increases in corporate governance community membership
35%
view-through rate on Instagram for the Karen Hester video