Creamer and Lloyd

Writing concepts creatively

GSK wanted to align their marketing team around a shared process for writing more inspiring, business-winning concepts. We developed a new approach which had, at its heart, stories and storytelling. We also started their journey towards a more consumer-focused language. We brought to the workshops the work of several writers, the idea of film pitches, the structures of stories and writing vivid consumer portraits in 6 words.

Judging creativity

As part of a year-round learning programme, we devised and delivered six sessions for the marketing department of Mars UK. We drew on the expertise of a photographer, art historian, writer and film producer. We delivered sessions around ‘reading’ images and the idea of expanding your visual literacy.

This involved engaging with both contemporary art and advertising. We have recently delivered workshops on the theme of visual literacy for several business teams via the London Business School.

The power of words

The starting insight was that language, and our use of it, is constantly evolving and that people aren’t being taught how to write engagingly, for different audiences using different channels.  Everyone has something they want to write well - a presentation, an email, a brief. We therefore created different opportunities encompassing business writing workshops, sessions at the Royal Court Theatre, a new library (people who write well, read well) and one to one coaching with a poet. Behind each aspect the business purpose was clear – learn how to write in a way that will engage others.

Storytelling

We worked with Burt’s Bees to help them reappraise their brand positioning, values and to build a more creative culture.

Within this we led a piece of work around storytelling and narrative to help them focus on the key messages of their brand in an increasingly competitive market.