ICAEW: The New Boardroom Agenda campaign
Innovative thinking and practical advice for board members
Sunday blurb: 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.
Solution: We designed a campaign targeted primarily at board members and c-suite executives, including ICAEW members and nonmembers, 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.
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It isn't about the boardroom: how ICAEW set about changing perceptions (Sam Walker)
Sam blurb: ‘Corporate governance’ conjures up suits and boardrooms right? Well, The Institute of Chartered Accountants in England and Wales wants to change that stereotype. This series of video and stills was created to showcase real stories and real people - without a briefcase in sight. Using documentary style storytelling, this content sits alongside a series of articles, profile interviews and podcasts and has racked up over half a million views to date.
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Adnams Brewery OR USE THE HEADLINE BELOW?
Making great investment decisions: Karen Hester, Adnams Brewery
(IS BLURB NEEDED OR INCORPORATE IN TEXT ABOVE???) The first of four films showcasing board members’ stories and how they ensure a long-term focus for their companies.
Riverford Organic Farmers OR USE THE HEADLINE BELOW?
Guy Singh-Watson, Riverford
Singh-Watson talks about how he built a £100m business from scratch and why he felt far more at home farming than being a management consultant. He explains the role of a board in a growing company.
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