1. “In search of the compelling and consistent message:
How a medium sized faith based charity is building a
fully integrated communications strategy”
Paul Stein, Director of Fundraising & Marketing Communications,
World Jewish Relief
James Hilton, Joint CEO, Mobile Saatchi

2. Who are we?
Paul Stein James Hilton

3. What is WJR?
• WJR international development agency
• Supporting vulnerable communities around the
world
• Responding to international disasters
• Raise £4.2m annually

4.  WJR’s Performance 2007-2012
• Fundraising focus
• Core voluntary income up by 14%
• Awareness growing too.....
 PR coverage up by 67%
 Unique website visits up by 84%
 Active database up by 42%
• .....But still so poorly known

5. Paul Anticoni, CEO, WJR:
“It remains surprising, that for a
charity with an 80 year history, a
£4.2million income and an immensely
marketable programme
portfolio.....WJR appears still to be
poorly known and little understood
within its own community.”

6. Communications Report, School Year 2011 / 2012
Communications Report, School Year 2011 / 2012
• Inconsistent messaging
• Sterility
• Need to be bolder
• Failure to capitalise on USP

7.  ‘Complexity’ of WJR’s work
• Meeting immediate needs
• Sustainable community development
• Emergency response
• Variety of client groups

8.  Poor Techniques & Infrastructure
• Outsourced PR agency & part time comms
manager
• Poor social media management
• Online income – barely 2%
• Poor quality PR

9. Paul Anticoni, CEO, WJR:
“We traditionally have only spoken to
people when we want their money or
when they have just parted with it.
Our newsletters are activity driven as
are our press releases... our
messaging has been weak, poorly
focused and with little reference to
really what we do and what we stand
for.”

10. Paul Anticoni, CEO, WJR:
“We have to win over hearts and
minds and not just exclusively
wallets. We must get members of our
community to believe in what we
stand for and what we wish to achieve
– as a proud Jewish organisation,
underpinned by strong Jewish values,
leading the fight against poverty and
vulnerability amongst our own
community and beyond.”

12. We use creative thinking to solve business problems.
We create ruthlessly simple ideas that transform
brands.
Our founding principle, Brutal Simplicity of Thought,
underpins all that we do.

13. BRUTAL SIMPLICITY OF THOUGHT

14. It is easier to complicate than
to simplify.
Simple messages enter the
brain quicker and stay there
longer.
Brutal Simplicity of Thought
is therefore a painful
necessity.

15. The selling EQUATION

16. At the heart of Brutal Simplicity of Thought is a
strategic equation which provides the platform
for communications:
SURT BRAND TRUTH PROPOSITIO
N
Simple
A defining truth Catalyst for
universally + =
about the brand belief & action
relevant truth

17. All components of the communication
mix are united by a single idea.
Our central strategy unit brings
together talent from the different
disciplines.
This delivers upstream channel agile
thinking.

18. Brutal Simplicity of thought in action

19. SU R T B R A N D T R U TH PR O P O S ITIO
N
Dixons.co.uk
Shops are a great focuses pure ly on
+ = Visit us last
way of researching offering the
lowest price

20. The Task
Position Dixons.co.uk as the only place to go to get the best deal on electricals.
The idea
Our tech-savvy, male consumers use the services of retailers to educate themselves, but once they
have decided what they want to buy, go online to hunt for the best price.
We used this behaviour to our advantage, by actively and honestly embracing it and overtly
positioning ourselves within that journey.
“The last place you want to go”
Results
The campaign launch generated overnight PR and fame for the brand and was in every national
newspaper, on the BBC
and even a documentary about John Lewis. It went on to become the most awarded print campaign of
2010 worldwide
(Global Gunn Report).

24. SURT BRAND TRUTH PROPOSITION
Young people are
Havana people live Nothing Compares
too busy to + =
life to the full to Havana
enjoy life

25. The task
Create strong emotional involvement and saliency amongst 25-35 year olds. Build brand equity that is also
uniquely ownable by Havana Club.
Drive global distribution and become one of the top three rum brands in the world.
the idea
Cuba has a unique heritage and a love of spontaneity and humanity. Our campaign celebrated this unique
culture of Havana through an integrated global campaign ‘Nothing Compares to Havana’.
RESULTS
Sales increased from 2 million cases to 3.4 million cases since campaign launch.
havana-culture.com generated an additional 20,000 visits a month with an average viewing time of 6 minutes
(against an industry norm of 2 minutes).
Havana Club is now the second largest international rum brand worldwide, sold in 34 markets across the
world.

28. Havana Cultura website brought alive the spirit of Havana by promoting emerging Cuban artists –
musicians, artists, dancers and film producers.

30. SURT BRAND TRUTH PROPOSITION
Coke Zero & Wayne
Coke sponsors Wayne Rooney search for
Street football is Rooney, who learnt to England’s next great
where many kids play on the streets talent on the streets
acquire their skills + =

31. The Task
Drive awareness and engagement amongst 16-24 year old men by leveraging the sponsorship of Wayne Rooney
The idea
The UK’s streets are full of undiscovered football talent so we created and executed Coke Zero’s ‘Street Striker’ campaign
featuring Wayne Rooney. It was a nationwide search for the UK’s best street footballers culminating in a prime time TV show
on Sky 1 who agreed to fund the TV show entirely in return for access to Rooney.
The recruitment campaign and the show was supported by a full PR and marketing campaign led by M&C Saatchi. It was
important to capture Coke Zero’s brand value and appeals to our specific target group.
RESULTS
A combined audience of 2.9m watched the episodes and the concept has been recognised as one of the year’s most
successful pieces of sports marketing activity. Millward Brown tracking showed that awareness of Rooney’s association with
Coke Zero shifted from 10% to 40% amongst the target audience of 16-24 year old males as a result of the show.

35.  Charity Simplicity
“I wish more nonprofits would think about their
fundraising the way Coca-Cola thinks about
marketing. Because they'd raise a lot more
money and do a lot more good. The best lesson
you can draw from Coke’s marketing is this:
talk to donors where they are, not where you
want them to be.
Something like, ‘Here's your opportunity to
make meaningful progress in the fight against
cancer.’
Simplicity is the new luxury. In a world where
everyone’s busy and there’s a lot of
uncertainty, you can’t put a price on that.”

36.  Charity Simplicity
“So, if major brands are surrounding
consumers with simplicity messages, might
that have any spill over effect on fundraising?
Think about the success of charities like
Charity:Water or Operation Smile. Is ‘simplicity’
of solution part of their success?
And more generically, my mind goes to things
like simple sentences, simple offers, simple
navigation. Donors are trained as consumers
first, donors second.
Maybe it’s easier to answer the simplicity
question if we re-phrase it as: What’s the
advantage of selling complex?!”
.”

37.  Charity Simplicity

38.  Charity Simplicity

39.  Lessons for WJR
Key messaging
• Jewish values
• Aspiration
• Sell the clean not the soap

40.  Lessons for WJR
Consistency
• Imagery
• Font
• Logo use

41.  Lessons for WJR
Segmentation
• Database analysis by RFV
• Focus on key segments
• Right messaging, right time, right targets

42.  Lessons for WJR
Structure
• Integration
• Passion
• Multi-channel

43. Thank You &
Questions