ABOUT

In 2019 'Financial Times | IE Business School Corporate Learning Alliance' decided to re-brand in order to give our audiences a clearer vision of who we are and what we do. There were other considerations to take into account such as finding a unique brand name that could convey a story and that didn't have saturated use in the market already. I led this project from the outset under the guidance of our COO and later down the line, with support from our Marketing Director. After approximately 10 months of significant research projects we finally found a new brand name and had conceived most of our highlight USPs and mission statement and values.

Our new brand stands for something different - we know we are different as a company, we know that we excel in certain topic areas and we know that our combination of the resources we can draw from the Financial Times and the IE Business School in Madrid are truly unique - but how could we best convey this to our audiences and draw in new interest from our markets?

We decided as a team that the best way to launch our new brand with a bang was to host an event (or in this case, two events) that were stand-out showcases of what we could do for our clients. We also had a desire to lead with a captivating topic that was a hot subject of the day - namely - the dawn of AI and machine-learning versus the human-led future of work. We also had a brief from the company board to host the events in iconic-landmark venues so as to strengthen the impact of the events and showcase that we are different, and do things differently - giving our prospects and clients a premium, memorable experience.

On the 12th June 2019 we launched at the iconic Tower Bridge in London, and on 26th June we launched at the innovative Fundacion Francisco Giner in Madrid. Here are some photos of both the London and Madrid Headspring brand launch events. Myself, along with our Events, Marketing and Delivery teams delivered two launch events that were designed to truly engage our audiences with industry-relevant talks alongside an interactive area where visitors could interact with Peppa the Robot, play the FT's Uber Game, play our immersive VR experience 'Earth-to-Mars' and take part in some interactive group learning through the IE University Foundation Programs. In addition we had carried out significant surveys with YouGov on the subject of the future of AI in the workplace and visitors could interact with these results on ipads in the space, or by talking with Peppa the Robot.

Some of the talks included within the sessions included:

'What the Robots Can’t Do -- Educating a 21st century workforce',
Rana Foroohar, Global Business Columnist and Associate Editor, Financial Times

'Making work human: creating purpose and happiness in an AI-driven workplace',
Mo Gawdat, Former Google [X] Chief Business Officer. One Billion Happy Movement.