Magpie

Background: Since inception in 2009, Magpie has grown from a student communications company into a cause-led campaigns agency, servicing a majority of public sector clients. Their campaigns target societal problems, and use behavioural change science to influence public awareness and action over time. Issue: The growth from student marketing roots to a full service campaigns agency resulted in fragmentation, and a split business and brand strategy. No clear voice created inconsistencies in communications and their core offer of behavioural change became lost in an array of services offered. In short, both employees and clients were confused over the core role of Magpie. Insight: To grow, Magpie needed a unifying mechanism. As they began to win more cause-led campaign projects, a six step process to encourage behaviour change evolved, yet remained part of the senior managements pitch. Its wings were clipped. To be fully realised, it has to transcend the approach and act as a lens to guide everything Magpie does. Answer: The six-step approach to behaviour change was at the heart of the rebrand. Hinged on a core idea of ‘The Great Campaign,’ an endless pursuit of healthier and happier communities, I embedded this idea into and across the organisation to bring greater alignment and efficiencies to their work. The idea influences four key areas: Approach: Magpie’s proprietary campaign approach. Six steps of a scientifically backed process, that culminate in a great campaign. 
 Philosophy: A central philosophy and mechanism that unifies and drives employees, illustrating how every contribution, small or large, every collaboration and every campaign is part of ‘The Great Campaign’.
 Development: A staged process to employee development. A continual progression of the optimal client relationship and reputation management approach. 
 Story: The story that Magpie enriches the world with. Viewed as a goal that drives them in pursuit of healthier and happier communities, it is a story that keeps growing.