Asking provocative questions of top brands

  • Client: The Clearing / Kogan Page
  • Disciplines: Content strategy, scriptwriting, video production
  • Duration: 10 days

I collaborated with The Clearing on a series of videos to promote the release of the agency’s new book, Wild Thinking – 25 unconventional solutions to business challenges, from pioneering thinkers at global brands.

Read more about Wild Thinking on the Kogan Page website…

I developed a content strategy to draw out particularly engaging themes from the book – and conducted piece-to-camera interviews with three key contributors, as well as co-authors Richard Buchanan and Nick Liddell.

Working closely with publisher Kogan Page, I then scripted a series of short-form videos. This included exclusive cuts for LinkedIn and Twitter, posing bonus questions from The Clearing’s ‘Wild Cards’ – the pack of 100 provocative questions that inspired the book.

Read more about Wild Cards on The Clearing’s website…

Here are three of the videos:

How mediocrity can be a great motivator

CMO John Allert discusses McLaren’s unapologetically uncompromising culture, and why a fear of mediocrity keeps the team sharp.

Why leading from the top is outdated

Former Dropbox PR chief Nick Morris shares his tried-and-trusted collaborative approach for engaging and inspiring a team.

What ‘brand purpose’ looks like in practice

CCO Juliet Slot explains how Ascot Race Course translates abstract brand values into meaningful everyday actions for its employees.

“Nick has a unique offer – he’s a writer, a thinker, an interviewer and a burst of energy. He immediately became part of our team when we launched our Wild Thinking book, driving content and building relationships for our short films. It was fun, and it delivered great results.”

Jules Griffith, marketing director, The Clearing

Rolling out tone of voice for a European bank

  • Client: 31% Wool / EBRD
  • Disciplines: Copywriting, tone of voice
  • Duration: 9 days

I collaborated with 31% Wool to help roll out a friendly and engaging new tone of voice for the HR and Organisational Department (HROD) of the European Bank of Reconstruction and Development (EBRD).

The verbal narrative is based on four ‘quadrants’ that play on banking terminology, framing all communications in terms of assets, liabilities, risks and returns. HROD might describe people as its “greatest asset”, for instance, or discuss “unlocking returns” for its staff.

Read more on 31% Wool’s website…

My brief was to translate this conceptual approach across a range of materials – from landing pages to onboarding packs – while balancing the need to be punchy and direct, but also warm and welcoming.

I also wrote guidelines to help HROD staff maintain this tone of voice across other day-to-day applications.

“Nick quickly grasped the intricacies and breadth of the client’s verbal comms, and brought to life some previously quite generic pieces with our new verbal language and a consistent tone of voice. He was happy to turn around some tight client deadlines, and I hope we’ll be working on more projects together in the future.”

Julia Woollams, creative director, 31% Wool

Telling the story of Carlsberg’s global rebrand

  • Client: Taxi Studio / Carlsberg
  • Disciplines: Content strategy, scriptwriting, video production, copywriting
  • Duration: 12 days

I collaborated with Taxi Studio, developing a content strategy to tell the fascinating story behind its award-winning Carlsberg rebrand.

Following an in-depth briefing, we agreed to focus on three core areas – the re-crafting of the mark and other brand assets; the holistic design and packaging system; and Carlsberg’s wider sustainability story, in which the rebrand plays a central role.

Working closely with Taxi’s in-house marketing and creative teams, I conducted piece-to-camera interviews in both Taxi’s Bristol studio and Carlsberg’s Copenhagen HQ, then scripted and edit-produced videos that have since formed part of many successful awards submissions.

The videos were accompanied by ghostwritten articles to tell the story in more detail. These became core case studies on the Taxi website, as well as attracting the attention of specialist publications such as The Dieline.

Part one: Crafted to Last

We’ve collaborated with Carlsberg on a major global rebrand, unifying its diverse markets with a simple yet versatile identity system that champions the principles of great Danish design.

Following extensive research into the brand’s 171-year heritage, Carlsberg’s famous brand elements have been carefully re-crafted for the first time in several years, striking the perfect balance between form and function...

Read more and watch video on Taxi’s website…

Part two: Danish by Design

At the heart of our global Carlsberg rebrand is a simple phrase: “In constant pursuit of better.” Drawn from the ‘Golden Words’ penned by Carlsberg founder JC Jacobsen, this pledge drives everything from the quality of the brew, to the company’s sustainability credentials, to how its brand is presented to the world.

With no holistic look and feel to tie the regional variants together, or clear set of rules to govern how different assets were used, the Carlsberg brand was presented inconsistently from market to market. Another challenge was to unify all expressions of it as part of a coherent, master brand-led system...

Read more and watch video on Taxi’s website…

“Nick is an excellent writer with a particular set of skills, skills he has acquired over a very long career, skills that make him a dream for people like you. Try him once and you’ll be taken. Just like I was when we worked together on the Carlsberg brand – he’s a trusted ‘go to’ for us.”

Spencer Buck, creative partner, Taxi Studio