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AG - Branding for a sense of purpose

7th EESC Civil Society Media Seminar, 25 November 2013, Brussels
by

PAC DO Account

on 5 September 2018

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Transcript of AG - Branding for a sense of purpose

Do we still need the OECD?
Watch dog
Organisation for European
Commerce and Development
Usine à rapports
Data warehouse
Democracies and market economies
Club of rich countries
Industriestaaten-Organisation
Paris-based Think Tank
Brand evolution
2011
2012
2009
2010
For a
stronger
,
cleaner
,
fairer

world economy
2006
For a better world economy
2009
2011
2006
2013
First opportunity
Second opportunity
The crisis hits
Shapes priorities and narratives
2012
2013
1985
2000
2000
1985
The Observer,William Keegan
Anthony Gooch
Communications Director, OECD
7th EESC Civil Society Media Seminar
25-26 November 2013
Brussels
1989 - 2006:
17 year-long
identity crisis

M
ultilateral
A
greement on
I
nvestment
Our mission?
Internal perceptions no better...
40%
OECD staff had "somewhat" of an idea about its mission
90%
did not think audiences could clearly express why the OECD is important
Source: 2008 OECD Brand research
Brand: what we needed
Greater public impact
Simple description of purpose
A common goal
The "how"
Focus on values
Back to our roots: 1961
Founding Convention:
"... to promote the highest sustainable growth of their economies and
improve the economic and social well-being of their peoples
..."
Research and reflection
Interviews, questionnaires
Staff
Member States
Opinion leaders
Online survey
Defining our comparative advantage
Legislators
Civil society
Media
Business
Labour
Mapping our audiences
Engaged public
Our brand
Better
policies
for better
lives
Mission:
Vision:
Means:
A
stronger
,
cleaner
,
fairer
world
We
measure
,
analyze
and
compare
...
Our logo
A global perspective
Pioneering
Green imperative
Clarity of purpose
Our shift in focus
GDP-centred
From...
To...
People
Life-centred
Global
Governments
"Rich"
G20
Tax Havens
6.8 million page views
How's Life?
If you don't, someone will
Ride the wave
Impossible
n'est pas OCDE
In conclusion...
Over three million visits from 184 countries
Full transcript