Spiked Media

A Message from Lord Pickles and Lord Blunkett, followed by Spiked Media's best practice article

The ability to listen and learn from one another has always been vital in parliament, in business and in most aspects of daily life. But at this particular moment in time, as national and global events continue to reiterate, it is uncommonly crucial that we forge new channels of communication and reinforce existing ones. The following article from Spiked Media is an attempt to do just that. We would welcome your thoughts on this or any other Parliamentary Review article.

Blunkett signature Rt Hon The Lord David Blunkett
Pickles signature Rt Hon The Lord Eric Pickles

www.spiked.media

BEST PRACTICE SPONSOR 2020
THE PARLIAMENTARY REVIEW
Highlighting best practice
22 | WPB
The right thing at the right
time for the right reason
The core philosophy of WPB is
the willingness to think and do
things differently, to shoulder some
responsibility and influence and
attempt to nudge along some of
the more progressive thinking -
particularly around a core market like
housing. Whether this is in the space
of modern methods of construction,
addressing the skills shortage, the
cost of materials, ideas to help under-
resourced planning departments,
or innovations needed in home
finance, we are trying to achieve
small incremental changes that can
deliver an improved bigger picture.
WPB works within entire value chains,
meaning their insights can further the
understanding of policy makers.
Future housing is an example of WPB’s
intent to meet the changing strategic
and communication challenges of the
housing market, and subsequently
influence the policy makers whilst
doing so. Among our causes has been
our call for a rethink on issues such
as stamp duty, rethinking rebates
on empty buy to let properties and
planning support and reform. Our
call for an NHS2 – a national housing
service – seeks to depoliticise the
housing agenda. Of course, the
concerns go beyond housing and
extend to related topics that affect
where and how we live such as
transport, health and finance.
WPB has come a long way in over
the last five years. From a graphic
design business, it has grown to be
a successful independent, financial
services and property brand advisory
business whose clients conduct
business across the world. From
magazine content to virtual reality
films, it has innovated wherever
possible to stay ahead of client
expectations. It’s a model that
illustrates you can grow a business
built upon intellectual property but you
must “walk that talk” yourself before
you advise others to do so.
The core
philosophy of
WPB is the
willingness to
think and do
things
differently
Insightful
23SPIKED MEDIA |
CREATIVE INDUSTRIES
Managing Director
ChristianYoung
Filming a documentary short
on the design and engineering
of London’s Shard
After working in broadcasting, where he created shows
for the UK, US and Japan, Christian Young switched
to corporate video production for a multinational firm.
Hoping to further develop content around the people that
drove the stories, he founded Spiked Media in 2009. A decade
on, he tells
The Parliamentary Review
about the importance of
having an imagination, the value of giving your best and the joy
of building a team for the future.
November 2019 sees us mark ten years since we were founded from a small desk
in the corner of my living room in Brixton, right next to the TV that inspired much
of my passion for great content as a child. Our company roots didn’t come from
a wealth of family connections or experience running businesses; I grew up in a
wonderfully generous family with grandparents who’d worked hard to buy their
council house in the 1970s and a mum who worked hard as an administrator for
the fire brigade while raising me single-handed, but no-one had ever run a business
or even a department.
What I did learn from them was how to value people and to give your best, what
hard work and commitment could get you. The shows I loved on that TV taught
me how my thoughts could be challenged and changed, how great creative work
inspires the imagination and how you can lead people to places they may otherwise
never get to go.
Founding Spiked Media was a leap of faith into leading. We launched in a
recession, but it focused clients’ minds on the value that a particular agency
brought to each project. By putting our clients’ identity at the heart of our work,
FACTS ABOUT
SPIKED MEDIA
»Managing Director:
ChristianYoung
»Founded in 2009
»Located in London
»Services: Creative agency and
digital media provider
»No. of employees: 4
Spiked Media
THE PARLIAMENTARY REVIEW
Highlighting best practice
THE PARLIAMENTARY REVIEW
Highlighting best practice
24 | SPIKED MEDIA
we beat competitors who were more
interested in their bottom line than
developing a deep understanding
of what they were commissioned to
present. It’s a core principle we’ve
grown on, knowing our clients better
than our competitors and focusing on
bringing an effective creative voice to
their message.
Because it’s not just a video,
it’s your voice
In an environment where people have
more access to data than ever before,
quickly sharing their experiences and
opinions with the world, authenticity
has become core to building a
favourable following. If audience’s
experience doesn’t align with what
they’re told, they are quick to point
it out publicly, and criticism spirals.
Making sure a message is an authentic
representation of who you are and
what you deliver builds trust whether
you are talking to an internal audience,
consumers or viewers.
This year we began using “Because
it’s not just a video, it’s your voice” as
the business strapline to highlight the
importance of how the message you
present should reflect your identity to
connect effectively with viewers. Our
expertise in this area was tested by
one of our international clients, Syska
Hennessy, who were preparing for
their 90th anniversary and wanted to
create a video that celebrated their
company’s history but that also excited
the staff and clients who will lead the
business through the next 90years.
There was a sense Syska’s millennial
staff felt their brand was dated and
didn’t present a company they had
opportunity to thrive in; in contrast
many of the staff that had been with
the business longer term had much of
their professional identity tied up in
traditional communication. We needed
to express the traditional core while
taking everyone forward together into
a future of opportunity. It needed to
be clear success has always driven
Syska forward, anticipating an even
brighter future ahead.
The video went live for our client’s
90th anniversary launch, and the
reception was even better than
expected. Leaders embraced video as
a communications medium for the
first time, excitedly playing the video
at client and team meetings to set the
tone. Early-career staff felt the brand
reflected an exciting future they could
be part of, and the piece won a host
of awards including “Best Motion
Graphic” at the MarCom Awards.
Anthology London’s
Green Man
in
Deptford Foundry
One of our SIA-awarded
security training videos
Founding
Spiked Media
was a leap of
faith into
leading
BEST PRACTICE SPONSOR 2020
THE PARLIAMENTARY REVIEW
Highlighting best practice
24 | SPIKED MEDIA
we beat competitors who were more
interested in their bottom line than
developing a deep understanding
of what they were commissioned to
present. It’s a core principle we’ve
grown on, knowing our clients better
than our competitors and focusing on
bringing an effective creative voice to
their message.
Because it’s not just a video,
it’s your voice
In an environment where people have
more access to data than ever before,
quickly sharing their experiences and
opinions with the world, authenticity
has become core to building a
favourable following. If audience’s
experience doesn’t align with what
they’re told, they are quick to point
it out publicly, and criticism spirals.
Making sure a message is an authentic
representation of who you are and
what you deliver builds trust whether
you are talking to an internal audience,
consumers or viewers.
This year we began using “Because
it’s not just a video, it’s your voice” as
the business strapline to highlight the
importance of how the message you
present should reflect your identity to
connect effectively with viewers. Our
expertise in this area was tested by
one of our international clients, Syska
Hennessy, who were preparing for
their 90th anniversary and wanted to
create a video that celebrated their
company’s history but that also excited
the staff and clients who will lead the
business through the next 90years.
There was a sense Syska’s millennial
staff felt their brand was dated and
didn’t present a company they had
opportunity to thrive in; in contrast
many of the staff that had been with
the business longer term had much of
their professional identity tied up in
traditional communication. We needed
to express the traditional core while
taking everyone forward together into
a future of opportunity. It needed to
be clear success has always driven
Syska forward, anticipating an even
brighter future ahead.
The video went live for our client’s
90th anniversary launch, and the
reception was even better than
expected. Leaders embraced video as
a communications medium for the
first time, excitedly playing the video
at client and team meetings to set the
tone. Early-career staff felt the brand
reflected an exciting future they could
be part of, and the piece won a host
of awards including “Best Motion
Graphic” at the MarCom Awards.
Anthology London’s
Green Man
in
Deptford Foundry
One of our SIA-awarded
security training videos
Founding
Spiked Media
was a leap of
faith into
leading
25SPIKED MEDIA |
CREATIVE INDUSTRIES
Building a team fit for the
future
As a business we have learnt to speak
for a wide range of voices. It’s critical
that as we grow our team we embed
our knowledge and experience, and
that means continuing to recruit
diverse people that can work together
to understand and communicate to all
of our clients and their audiences.
Diversity has been a hot topic for
many years, but recently we’ve seen
the conversation progress. We’ve
seen big corporates form senior teams
that are more gender and ethnically
diverse but then realise that everyone’s
predominantly upper middle class and
thinks very similarly. We’ve also seen
societal social mobility reduce and
people embracing more popularist
narratives that claim to present the
answer to inequality. The diversity
discussion is now moving to how
to increase socio-economic diversity
as well the visible areas of focus to
promote diversity of thought within
organisations and provide answers to
today’s challenges.
Although we’ve traditionally done
well for diversity, recruiting is often
a challenge. Most applying talent
is university educated. Universities
impressed with the importance of
showing their value to students have
industry teams to help place students
to businesses, and this has been great.
To reach non-university educated
talent, we’ve had to contact charities
and youth groups, and advertise
online. It’s a lot more work to find
what is often equally good talent,
often with more drive. To help, we’re
exploring a programme with a UK
youth charity to provide soft-skills
training for those who wouldn’t get
the advantages that other socio-
economic backgrounds naturally
provide, lowering the barrier to
ourindustry.
Just getting started
We have spent the last ten years
producing video and animated content
for some of the world’s biggest and
best names; at the centre of it all is a
passion to tell stories in a way that will
inspire and move audiences. Along
the way we’ve had to learn how to do
business, embrace new platforms, new
channels and new technology, and
expand our services into consultancy,
branding and campaign direction.
As we enter 2020, the next ten
years look full of promise as we start
originating our own content alongside
our client projects and expand our
team to bring in diverse new creatives.
For broadcast and social channels we
have shows and series that we hope
will both entertain and help change
the way that people think, much the
way the TV in my living room did for
me at the start. The future is exciting,
and we never stop being grateful for
the impact we get to have on the
world through our stories.
This year we
began using
“Because it’s
not just a video,
it’s your voice”
as the business
strapline to
highlight the
importance of
how the
message you
present should
reflect your
identity to
connect
effectively with
viewers
90 in 90 sets out
a bold future for
SyskaHennessy

www.spiked.media

This article was sponsored by Spiked Media. The Parliamentary Review is wholly funded by the representatives who write for it. The publication in which this article originally appeared contained the following foreword from Rt Hon Elizabeth Truss.

Rt Hon Elizabeth Truss's Foreword For The Parliamentary Review

By Rt Hon Elizabeth Truss

Even by the standards of the day –this has been one of the most exciting and unpredictable years in British politics.

The leadership election we’ve just seen marks a huge moment in our country’s history. This government is taking a decisive new direction, embracing the opportunities of Brexit and preparing our country to flourish outside the EU.

As international trade secretary, I’ll be driving forward work on the free trade agreements that are going to be a priority for the government. Free trade isn’t just an abstract concept bandied around by technocrats. It is crucial for a strong economy and for the ability of families to make ends meet. Free trade benefits people in every part of our country, as British firms export to new markets and people doing the weekly shop have access to a wider choice of goods at lower prices.

The essence of free trade is in the title: freedom. It’s about giving people the power to exchange their goods without heavy government taxation or interference. Commerce and free exchange are the engine room of prosperity and social mobility. I’m determined to tackle the forces who want to hold that back.

One of my priorities is agreeing an exciting new free trade deal with the US, building on the great relationship between our two countries and the Prime Minister and US President. But I’ll also be talking to other partners including New Zealand, Australia and fast-growing Asian markets.

And with the EU too, we want a friendly and constructive relationship, as constitutional equals, and as friends and partners in facing the challenges that lie ahead – a relationship based on a deep free trade agreement. Our country produces some of the world’s most successful exports, and the opportunity to bring these to the rest of the world should make us all excited about the future. It is this excitement, optimism and ambition which I believe will come to define this government.

For too long now, we have been told Britain isn’t big or important enough to survive outside the EU – that we have to accept a deal that reflects our reduced circumstances. I say that’s rubbish. With the right policies in place, we can be the most competitive, free-thinking, prosperous nation on Earth exporting to the world and leading in new developments like AI. To do that, we’ll give the brilliant next generation of entrepreneurs the tools they need to succeed. Since 2015, there has been a staggering 85 per cent rise in the number of businesses set up by 18 to 24 year olds – twice the level set up by the same age group in France and Germany. We’ll help them flourish by championing enterprise, cutting taxes and making regulation flexible and responsive to their needs.

As we do that, we’ll level up and unite all parts of the UK with great transport links, fibre broadband in every home and proper school funding, so everyone shares in our country’s success.

2019 has been the year of brewing economic and political revolution. 2020 will be the year when a revitalised Conservative government turbo charges the economy, boosts prospects for people across the country, and catapults Britain back to the forefront of the world stage.



Rt Hon Elizabeth Truss
Secretary of State for International Development