To make Sky the best direct-to-consumer media company in the world
To turn it from a transactional and often criticized brand into a respected and cherished brand
To do this by telling the Sky story simply, consistently and with greater impact and to innovate
WHAT WE DID
Worked with Jeremy Darroch, the Sky CEO, and his whole European leadership team, to develop an Ambition, Purpose and Values across Broadcast, Broadband and Mobile
Complete review of Sky and its competitors
Co-development of the new Purpose and its activation involving 25 Stakeholder interviews; examples of Purpose-led companies that inspired Sky; Pan-European Purpose workshops; working alongside their Insights team to conduct 16 employee workshops and 40 Pan-Euro consumer groups
Implications workshops with all Sky disciplines from HR to Customer Service, from Product Innovation to Marketing to work out how Purpose is turned into daily actions
A new Core Purpose for Sky based on better connecting its consumers to more of what they love. Brand Keys for all major channels, genres and services
A set of core values that were true to the culture’s complex strengths and also actionable: not the usual bland adjectives.
A new sense of unity and vigour within Sky now that the Purpose has been launched.
An organisation-wide internal engagement programme for all 31,000 employees.
A renewed focus on customer-centric innovation and Purpose-informed daily behaviours