By James Tout on 18 March 2016
PR and brand affinity – a great combination
Sometimes, brands just seem made for each other. And I’m using the word ‘brand’ in a broad sense here – really a shorthand for an organisation and its values.
Take our client, the UCL Institute for Global Prosperity. Headed up by the renowned academic Professor Henrietta Moore (who recently appeared alongside broadcaster Fi Glover and digital guru Martha Lane-Fox in the six-part BBC World Service series, My Perfect Country), the Institute is the first academic institution of its kind, bringing cross-disciplinary experts together to tackle the really knotty problems our world faces in the 21st century around creating the conditions for everyone – wherever they live – to flourish.
Over the past 18 months, we’ve helped Prof Moore and the Institute reach a broad range of audiences through a programme of thought leadership in key media titles. One outlet we’ve worked closely with is Guardian Sustainable Business, the Guardian’s global platform for corporate leaders at the cutting-edge of positive change in corporate sustainability. Prof Moore believes strongly that business engagement will be crucial in creating prosperous environments globally.
So we were delighted when the Guardian invited Prof Moore to join its panel of sustainability experts for the judging lunch of the Guardian Sustainable Business Awards 2016. The session took place earlier this week and who better than Prof Moore to give you her take on how things went? Take a look at the video we created with Prof Moore below (NB We’ve got to keep shtum on who the winners are until the official announcement in May!).
All in all, a great example of two brands with shared values and a real sense of mission coming together perfectly for a fantastic cause.