Skip to content

Your web browser is out of date and some aspects of this site may not appear correctly as a result. Update your browser for more security, speed and the best experience on this site.

Update your browser

ICAEW: The New Boardroom Agenda campaign

Innovative thinking and practical advice for board members

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.

ICAEW Boards on laptop

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.  

Photo of Guy from Riverford picking berries

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
Photo of Guy from Riverford
Photo of Karen from Adnams
Photo of Guy from Riverford

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:


impressions on paid socials


increases in corporate governance community membership


view-through rate on Instagram for the Karen Hester video

Back to all projects

Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Update your browser

©2023 Sunday | Sunday® is a registered trade mark of We Are Sunday Ltd