Category Archives: Case Study

The End Fund

February 9, 2021 rachel_eaton Leave a comment

TARGETED MEDIA RELATIONS

Media coverage was an important element of Gong’s deliverables to ensure its client The END Fund was visible to national leaders, finance and health ministers as well as potential donors.

This meant targeting ‘tier one’ international business publications including The Economist and Financial Times (pictured). On a geographic basis, we targeted pan-African media to reach business leaders across the Continent. We also gained coverage in the development and philanthropy specialist media.

To make the best use of time, we targeted events including a sanctioned WEF side event and a SKOLL global meeting as opportunities to meet journalists with pre-agreed key messages.

To learn more about our media relations work, contact us.

Case Study

GARDEN CITY

May 17, 2019 rachel_eaton Leave a comment

An experienced branding and communications partner for investors and developers of this major retail, residential and commercial development.

Garden City comprises East Africa’s largest retail mall, residential and office space, plans for a hotel and grounds. The Garden City investors and developers wanted a reliable partner for all of their marketing and communications needs to support the property sales teams, position the mall to attract high footfall and manage all aspects of the launch.

The initial part of the brief focused on strengthening the visuals and straplines, through a new website design and setting up social media channels and a digital newsletter to win local buy-in to the project.

We event managed the launch, including a gala opening for 500 people. Billboards were arranged and erected well in advance, adverts placed and marketing materials redeveloped and distributed.

In addition, we ran the Garden City press office (securing 20+ articles in targeted media in just one week) and managed crisis communications (through an unsuccessful terrorist attack). Gong won the Best Brand launch award from The Asian Weekly for its successful management of the opening of Garden City.

Case Study

True Office

June 29, 2016 rachel_eaton Leave a comment

Building new thought leaders in governance, risk, compliance markets.

Gong was appointed to launch True Office in the UK and the US after the successful exit of the founder’s previous company, Fifty Lessons, another Gong client.

Gong was tasked with building True Office’s profile and illustrating the relevance of its innovative game-style training to financial services.

Gong focused on linking True Office’s compliance training proposition to the news agenda, leveraging its participation in the FinTech Innovation Lab. This strategy evolved to include an invitation to build and host a bespoke mini game on the FT’s Alphaville website.

Gong achieved international media coverage in the Fortune 500 issue, Forbes, Sunday Times, Reuters and American Banker, while the FT’s Alphaville blog generated 400 new business enquiries from its target audience and created a storm of Twitter discussion. True Office was bought by the NYSE.

Case Study

Secrets of CEOs Book Launch

June 29, 2016 rachel_eaton Leave a comment

BRAND POSITIONING AND BOOK LAUNCH

Heidrick & Struggles, one of the world’s leading executive search firms, asked Gong to create a campaign to reposition and reinvigorate the CEO & Board Practice in the UK under its new leader in order to support the development of more board-level search work.

Gong helped devise and refine a plan to interview FTSE 100 CEOs by teaming up the practice leader with city journalist, Andrew Cave. Their fascinating interviews yielded material that was good enough to be published as a book. Gong ran the process to find the right publisher and the resulting book, Secrets of CEOs was trailed in The Daily Telegraph pre-launch over a week.

Gong secured worldwide coverage for the book’s publication in top broadcast and print media. The book topped Amazon UK’s Business and Finance list in its first week of publication and its author, who had engaged over 70 FTSE 100 CEOs in one-to-ones, was invited to present at a host of business events. The Board Practice won half a million pounds of new business as a direct result. This campaign was a finalist in the best B2B section of the PR Week awards and led to Gong being asked to launch Heidrick & Struggles’ new global alternative energy practice.

Case Study

Lloyd’s Dive In Festival

June 15, 2016 gavin_doult Leave a comment

A brand platform to unite the Lloyd’s insurance market around future talent, leading to ten years of the industry’s largest talent and inclusion festival.

Inclusion@Lloyd’s, the committee for governance and strategy for D&I in insurance, challenged Gong to develop a brand platform to bring diversity and inclusion alive in the Lloyd’s market.

They wanted an inspirational and engaging format that people would be motivated by, primarily for the business case to practise better diversity and inclusion in their companies.

The result was Dive In – what began as an initiative of Lloyd’s in just one country in 2015 has become a global initiative across the entire insurance sector, attracting support from firms in financial services, recruitment and law.

Gong developed the brand concept for Dive In and ran logistics and communications for each festival in a composite multi-stakeholder environment with a global reach of 1.8 million.

This involved developing the website and an app on both Apple and Android, curating marketing collateral including a 40-page festival programme, sponsorship offerings, organising a wealth of video and photography capture, running the press office and creating buzz through launch events, branded coffee carts, street-facing branding of the iconic Lloyd’s building, stakeholder communications in each of the 32 countries, and running global steering committee meetings from London.

Described as a ‘brave and bold event’ by Marketing Week, the success of Dive In has been widely recognised by awards in the insurance sector, marketing and PR experts and employers’ networks. Dive In has won or been shortlisted for 11 awards, won seven, and been widely praised and acknowledged across the industry.

A post-festival survey revealed its impact, with 99 per cent attendees agreeing diversity and inclusion was good for business.

Gong secured positive and extensive media coverage across the globe, reaching stakeholders throughout the insurance sector and beyond. Dive In 2020 had a footprint across six continents, with over 140 events in 35 countries.

With 2024 numbers as follows Dive In 2024 had a footprint across XX continents, with over XXX events, XX speakers and XXX attendees in XX countries.

Case Study

Olam International

June 15, 2016 gavin_doult Leave a comment

A ‘Portfolio of Perspectives’ for a world leading agri-business.

Gong was tasked with raising the profile of Olam globally, bringing Olam’s African-centric stories to the attention of the international press. We helped introduce a new corporate theme across the organisation’s PR activities, and ensured the message was consistent across all platforms by working closely with local agencies on the ground in multiple markets. Our corporate communications team worked closely with Olam’s CEO securing profiles with leading Africa-focused publications.

Our work demonstrated Olam’s commitment to Africa while reinforcing its international leadership in agri-business.

Convening thought leaders: A Portfolio of Perspectives

To celebrate Olam’s 25th year, Gong developed a ‘Portfolio of Perspectives’, an anthology of short essays from business leaders and other visionary thinkers on transcending boundaries (the meaning of Olam) on the macro issues linked to global food security.

The series featured contributions on topics such as what it takes to be a 21st century commodity trader by WWF’s Jason Clay, why investor Jim Rogers believes the farmers of the future will be driving Lamborghinis, and the role of national trade policies in ensuring food security by author Paul McMahon.

The Portfolio of Perspectives was run as a mini-series on global development and sustainability platform Business Fights Poverty, featured in a contributed article on the Guardian Sustainable Business network and in Singapore business media The Business Times and Straits Times, with Twitter activity spiking around the publication of each piece.

Featuring contributions from recognised global leaders such as Paul Polman, CEO of Unilever, this portfolio showcases Olam as a convener of debate and catalyst for change on global issues, ranging from food and water security to inclusive development and sustainable growth, celebrating the spirit of collaboration that has been a hallmark of Olam’s success to date.

Communicating insightful research

Olam commissioned research looking at the social impacts of female employment among the women working in its processing plants in emerging markets in support of International Women’s Day.

Gong helped to design the survey that was conducted among 6,000 women from rural communities. Results from Côte d’Ivoire, India, Mozambique, Nigeria, Tanzania and Vietnam were analysed and a set of insights were developed to identify the personal and social benefits of employment beyond the obvious financial reasons.

The results, underlining the significance of confidence and choices among women, and why businesses growing in emerging markets should recognise the value of empowering female workers, were communicated through a global news announcement supported by broadcast interviews and opinion editorial. News and feature coverage was secured in BBC’s Africa Business Report and Voice of America’s Africa News Tonight, as well as featuring on the IWD blog site. Tailored material was also created for local outreach in the countries where the survey was conducted and the initiative fed into an internal communications campaign, as well as providing content for social media activity.

TARGETED MEDIA RELATIONS

An experienced branding and communications partner for investors and developers of this major retail, residential and commercial development.

Building new thought leaders in governance, risk, compliance markets.

BRAND POSITIONING AND BOOK LAUNCH

A brand platform to unite the Lloyd’s insurance market around future talent, leading to ten years of the industry’s largest talent and inclusion festival.

A ‘Portfolio of Perspectives’ for a world leading agri-business.

A Wilful Group Company