London Gets Gold
Draftfcb London were one of only twenty-five IPA member agencies to be awarded Gold accreditation for their outstanding Continuous Professional Development programmes this year. This is the third year in a row the office has achieved this honour, which requires the agency to write a paper showing creativity in building an energetic learning culture, lying at the heart of the company, to fuel commercial success.
In true Draftfcb style, the London team went all out to impress the judges, who praised the entry for the quality of the storytelling and the unique platform used to convey their CPD culture. Managing Partner Katy Wright leader of the submission tells us more:
Achieving Gold Accreditation is not easy at all…and nor should it be. Though the requirement is relatively simple, demonstrating the effectiveness of the CPD programme on business success, the essence of our culture is tricky to put into words. I want the people reviewing our submission to be wowed, to smile and to understand most of all that training is really, really important to us, and at the heart of our business. Every year we try to push ourselves, and last year’s submission earned the ‘most innovative to date’ title! This year would be no different; it simply needed to be even better!
We decided to interpret the submission as a piece of creative work in its own right. To bring the training programme to life and show what it’s like to work at Draftfcb London we created a dedicated interactive site, which was a diary of the entire programme from January through to December. It had various diary extracts across departments, from new starters and old hands, creating a digital scrapbook of a year in the life working within the agency through words, pictures, music and video.
We also created a brochure which became the hard copy version of all that was online…it was fun, it was emotional and it was something we are very proud of…roll on the 2014 extravaganza.