Marketing communications: Creative & Cultural Skills

Challenging creative businesses to invest in skills to drive success

The brief

The Prime Minister has declared the UK to be the creative workshop of the world. Creative industries are central to the success of our economy, growing at twice the rate of the rest of business. However the sector is threatened by the emergence of China and India.

There are too many students, many don't get work and the failure-rate of business is high. So key to the continued growth of this diverse sector is the ability of talent to have the relevant skills to succeed in enterprise.

Sector Skills Councils are the organisations created to drive up the skills of the UK economy by involving employers in developing new learning solutions.

The solution

We have helped to create, launch and promote the answer - a campaign brand called Creative and Cultural Skills.

We established the values and purpose and message matrix and look and feel for the brand communications. We then developed the marketing strategy that centres around reaching employers and persuading them to get involved.

The work has included a UK student competition to create an identity for the organisation, an online gallery micro-site to showcase the entries in the competition, the national launch at the British Museum collateral and website.

"The campaign developed by The Team has positioned us as the unrivalled leader and communicator of skills needs"
Tom Bewick, CEO, Creative and Cultural Skills