THE POWER OF EXPERIENCE
Karen Kadin , managing director of Brands at Work , tells CN how the agency helps its clients thrive
here ’ s an undeniable truth in the world of communication : it ’ s not enough to simply say something clearly ; you must be able to embed that message too . It has to really mean something . Make it the foundation to genuine behavioural change and positive action .
That ’ s true whether you are talking to 10 people , hundreds , or thousands . Whether you are communicating a policy , a strategy , or a product .
That , in a nutshell , is what we do as a live experience agency . We transform ideas into action through the power of experience . We create understanding , trust and loyalty between companies and the people that matter to them . We unleash creativity to translate complex strategy into intelligent ideas and meaningful content experiences .
There ’ s a good chance that when you think of a business event , you imagine those traditional corporate conferences , the ones destined to live out their days in annual ‘ pull-up banner ’ or ‘ podium on stage with tea and coffee to follow ’ purgatory .
That ’ s not where we , or most of our peers , sit . As brands emerge , scale , transform and thrive , we are the lifeblood to their
Karen Kadin , managing director , Brands at Work
communications needs , diagnosing their challenges , crafting their strategic solutions , and tangibly expressing them in memorable content experiences that make a genuine difference .
So , where do we fit in ? Here ’ s some ways we help our brands thrive .
Educate and build engaged workforces Our work is pan-industry : pharma , financial services , FMCG , insurance , to name a few . That brings varied objectives : new product launches ; technical training ; strategy kick offs ; aligning employees to a vision , values , or ways of working .
We turn complex business goals into a coherent and creative red thread that pulls the overall strategic messaging together , and we articulate it through a range of relevant and memorable content experiences .
But most importantly , we challenge . It ’ s our role to cut through the ‘ it ’ s just the way things have always been done ’ mentality . We encourage our clients to create purposeful , measurable experiences that genuinely inspire and influence behaviours .
When done right , you end up building coherent brand communities from the inside out with enhanced performance across departments , regions , and organisations .
Transformation in action A stat from the front lines : more than 80 % of the briefs we ’ ve had this year have been about business transformation . It says a lot about where many companies are at .
True transformation needs more than strategic priorities on a page . It requires a shift in mindset , in culture , and in behaviour . One thing is to set a target ; it ’ s quite another to translate that into tangible experiences and tools to help reach it . That ’ s where we come in .
We lead our clients and their audiences on a journey that transforms them as individuals and as a business . Bringing our external expertise and perspective into their organisations is vital to their evolution and success .
Human connection and cultural cohesion When the pandemic wiped out the option of face-to-face events , our clients were yearning to www . conference-news . co . uk