London’s reputation was at risk following the EU referendum, but it stood strong. By bringing the voice of business front and centre, Verve helped our city protect and renew its reputation on the world’s stage. In true collaboration, we made the argument really crisp and clear, by listening, checking and re-working the message with business leaders. We then inspired people of influence to take up the cause and amplify the message to every corner of the world.

Business Challenge

On 23 June 2016, The United Kingdom votes in a referendum to leave the European Union, sparking a political earthquake across Europe.

London is proud to be a global city of trade and commerce, attracting ideas, investment and talent from around the world. In light of the EU Referendum result, there was a clear risk to the city’s reputation and a pressing need to reassert an ‘open for business’ message.

The narrative needed to refresh the reasons-to-believe that make London a great choice for international business.

London & Partners is a social enterprise, part-funded by the Mayor of London for the promotion of international trade and investment. They set to work, listening to business leaders and investors from around the world.

Approach

Pop-up community, convened for short sprint. 72 business leaders leaning-in generated 4,500+ posts and videos.

Exploring, refining and retesting concepts to express London’s strengths.

Insights

The agenda was set and the most powerful messages unearthed

  • Connectivity – the airports, the time-zone enabling global conversations in a single day
  • A place for business – presence of HQ’s, density of high spending, connected customers and business-friendly environment
  • Go-to for start-ups – typically receiving more funding per start-up than other cities
  • Lifestyle and culture – green spaces, theatres, galleries, leading hospitality
  • Talent – Global centre for learning, underpinned by world-class universities
  • Expertise – hub for tech, life sciences, creative, finance and legal

Produce both ‘power’ stories and ‘lifestyle’ stories to really connect.

Outcome

  • 1,700 senior stakeholders on London’s Global Good Newsroom, who receive bite-size good news about London business each week.
  • Sector guides/narratives used by the most influential politicians, including Sadiq Kahn, Mayor, and Rajesh Agrawal, the Lord Mayor of London, Theresa May and Boris Johnson at events.
  • Created template for Regents University, DIT and Newham Council to replicate similar broadcasting models for their business.
  • Over 12,800 downloaded the briefing pack to spread the word about London.