Designing change across a global sales team

How can you foster collaboration across multiple time zones, offices, creative and commercial teams?

What we did

Provided a consistent language and framework for creative briefs, making briefs mobile across teams and time zones

Ran interactive workshops all over the globe, where teams put our approach to work

Provided coaching, embedding the new brief response approach


BBC Worldwide Advertising, like all media owners, has seen the nature of its advertising business change – particularly in the shift from demand for ad space to content partnerships.

This change in the market meant that expertise in responding to creative briefs moved from being the preserve of a few to fundamental to all.


True & North analysed the BBC’s brief response process together with media sector best-practise, we identified the need for a flexible approach and so brought together the innovation tool kit of Design Thinking and the rigour of great Media Sales to design a tailored four-step, failsafe strategy to deliver the biggest possible impact creative brief responses.

Now we are all on the same page in terms of what the client is trying to achieve. This sets a solid foundation to build a creative idea. The team are more confident in their responses and work in a more collaborative manner.

Kelly Taylor
VP Storyworks Content Studio
To ensure sustainable impact the new framework was baked into the internal workflow including the Customer Relationship Management system.

Over 90% said

“Nail the Brief” has helped me provide better brief responses.

Over 85% said

They were working more collaboratively with their colleagues after attending the workshop.

Working with True & North has provided a consistent language, framework and qualification process to help BBC Advertising make the most of the range of talents in our teams across the globe and deliver more nailed-on, professional and insightful propositions to customers.
We’ve won more business as a result but critically, we’ve become better at partnering with customers to help them invest in better solutions to get the kind of results they are really looking for.

Sean O’Hara

Executive Vice President of Advertising, BBC Worldwide

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