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| November 16, 2021

In this excerpt from the Bowen Craggs Index report 2021: Corporate digital communication gets bolder and sharper under fire, Jason Sumner shares five of the best editorial pieces that our team of consultants has come across this year.

The Bowen Craggs team spends a lot of time reading and viewing corporate digital communications (so you don’t have to), in order to create the Bowen Craggs Index.

Increasingly and pleasingly, we come across stories and videos that break with ‘corporate’ convention, and are unexpectedly amusing, moving, educational or otherwise inspiring.

Live sustainable #LikeABosch: Quirky and memorable

The video on this page, released in 2021, is like Marmite (you either love it or hate it), but distinctive amid the forest of samey corporate responsibility messaging. The fact that it features the CEO taking the time to do something unconventional and out of character is also notable.

Bosch Sustainability video

Valuing neurodiversity at HSBC: Inspiring

A video on this page features three people on the autism spectrum talking about working at HSBC. The production style is straightforward. One thing that is notable is that it is pleasingly short – 44 seconds – ensuring that key messages hit home even to impatient visitors.

HSBC employee video profiles

Outmanoeuvering the cancer genome at GSK: Explaining breakthrough science

This story from September in the UK pharmaceutical company’s Behind the Science magazine explains the new strategy of “synthetic lethality” to fight cancer. The read time is four minutes (it may take longer for the story to sink in), but the explanations are clear for non-expert readers, with an accompanying short video.

GSK Behind the science

The beavers that broke the internet and other stories: Fun

Verizon’s special feature ‘Verizon in the wild’ has entertaining vignettes featuring ‘some of the world’s wildest critters’. Catchy headlines include, ‘The beavers that broke the internet’, ‘Calling all sharks’ and ‘Furizon: The secret life of pets’. A creative and engaging take on recent company history that also promotes Verizon’s work to protect endangered species.

Verizon - Beavers who broke the internet

If you enjoyed the above download the full Bowen Craggs Index report 2021

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Summary of work for client here… Vestibulum at metus a mauris porta dictum rhoncus vitae elit. Vestibulum volutpat lectus sed diam auctor, id cursus lectus consequat. Nullam tristique eu mi et rhoncus. Nam venenatis imperdiet tortor nec molestie. Sed congue egestas magna, a placerat tortor facilisis in.

Client industry details

Summary of work for client here… Vestibulum at metus a mauris porta dictum rhoncus vitae elit. Vestibulum volutpat lectus sed diam auctor, id cursus lectus consequat. Nullam tristique eu mi et rhoncus. Nam venenatis imperdiet tortor nec molestie. Sed congue egestas magna, a placerat tortor facilisis in.

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Summary of work for client here… Vestibulum at metus a mauris porta dictum rhoncus vitae elit. Vestibulum volutpat lectus sed diam auctor, id cursus lectus consequat. Nullam tristique eu mi et rhoncus. Nam venenatis imperdiet tortor nec molestie. Sed congue egestas magna, a placerat tortor facilisis in.

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Our Bowen Craggs Club membership has enabled us to benchmark all aspects of our digital presence against global all-sector best practice, share lessons and ideas with peers, and get both quick-win and longer term recommendations for improvement. Bowen Craggs is also providing us with valuable advice on our approach to online communications following the acquisition of G4S by Allied Universal.”
 

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