Cultivating brand potential

Department fo International Trade – GREAT Advertising Campaign

​The brief

Acumen Design has worked with the Department for International Trade for several years as one of its lead agencies delivering the GREAT campaign. Our latest commission was creating a series of more than 75 adverts across multiple public and private sectors. Working with complex guidelines and world-class brands, only the perfect combination of imagery and compelling copy receives the seal of approval from the brand guardians at 10 Downing Street.

Our solution

Working with multiple marketing managers across the sector disciplines our solutions to the brief were as diverse and innovative as the brands we worked with. Ranging from industry and image research, art direction and photo-shoots, interviews and copywriting. In addition to working with brands such as Kenwood, KitKat and Ted Baker we created iconic adverts for globally recoginsed events such as the Rugby World Cup, BAFTA and the Brit Awards. We also tackled some more niche subjects such as cyber security working with GCHQ, pioneering agricultural techniques and award winning sustainable architectural design.

Project achievements

The GREAT Britain campaign showcases the best of what the UK has to offer, inspiring the world and encouraging people to visit, do business, invest and study in the UK. It can now be seen in 144 countries worldwide and nearly 300 cities – from Shanghai to San Francisco. The campaign has already secured confirmed economic returns of £1.9bn for the UK. Our campaign adverts have enabled a diverse portfolio of market sectors to advertise to new audiences within this well-known brand, with clarity and distinction.

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