Designing and embedding change across a global team

Situation

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.

Action

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, Head of Storyworks Content Studio EMEA.

Embedding change in a global team

By giving a consistent language and framework across all the teams who came into contact with briefs – including ad sales, the content studio and research department – briefs could become mobile across teams and time zones while ensuring everyone remained aligned on the underlying strategy and idea.
True & North’s expert coaches ran interactive workshops all over the globe, where over 150 of BBC Worldwide’s team from the Executive Vice-President to new starters, worked on live briefs. Participants benefited from group coaching after a workshop, an opportunity to work on new briefs in sessions facilitated by True & North. This further embedding the new brief response process.
To ensure sustainable impact the new framework was baked into the internal workflow including the Customer Relationship Management system

Impact

A survey of BBC Worldwide staff who took part in the training found that 33 out of 34 said it had enabled them to provide better responses to briefs, and the same number said they were now more confident in their responses. Almost 90 per cent said they were working more collaboratively with their colleagues.

 

“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. The programme has made pitching, winning and delivering a far more enjoyable and successful experience for BBC Advertising, for our customers and ultimately the for the audiences who we aim to delight with the right content.”

Sean O’Hara. Executive Vice President of Advertising, BBC Worldwide