Wiley Corporate Solutions Film Series
Founded in 1807, Wiley is one of the world’s oldest, global, independent publishing companies. It specialises in academic publishing and has an incredible heritage. For example, since the Nobel Prize was established in 1901, Wiley have published the works of more than 450 Nobel Laureates.
We were tasked to create a series of films for their largest growth area, sponsored content. The films were to be designed to reinforce Wiley’s authoritative positioning, and to help the corporate team to raise the profile of their products and services in order to drive growth.
CLIENT: WILEY CORPORATE SOLUTIONS
PROJECT: COMMUNICATIONS WORKSHOPS & BRANDED FILM SERIES
FIELD: STRATEGIC COMMUNICATIONS, WORKSHOPS, FILM & VIDEO, CORPORATE SALES & ONLINE
Creative Nation was appointed to work with the Wiley Corporate Solutions team who represent US$63million turnover annually. The team’s remit is wide and includes communicating to a diverse range of professional people including scientists, doctors, academics, students, engineers, environmentalists, advertising and media agencies and brands from equipment to drug manufacturers.
Alongside this, we also acknowledged that the sheer range of products and services provided by Wiley to this diverse audience is equally vast and multidisciplinary, including traditional print and digital. We therefore adopted a strategic approach from the outset, so as to ensure creating content that would be sustainable and useful to the company moving forward.
Wiley Corporate had recently invested in a new visual identity for itself within the wider company brand. We invested time up front in conducting a series of workshops with key stakeholders. The objectives of these were to get really clear on the brand, its business function and how it could best communicate with its diverse audiences. From these, we produced a set of communications guidelines to guide our subsequent work, and also to support Wiley’s marketing and sales teams internally.
We then set about copywriting and storyboarding the series of films, starting with a ‘hero’ film which introduces Wiley Corporate Solutions as a business area. Subsequent films provide an overview to their largest subject areas, including Life Sciences, Health and Physical Sciences. Each film introduces viewers to the titles and services available within each category. Utilising a mixture of the clients real world print and online publications, screen capture, graphics, interviews and filmed footage, the films were designed to work on screens in a range of on and offline environments. We have subsequently begun to work with other departments inside Wiley including Online Learning and Research.
The films are being used online, at conferences and events and in presentations. They have been re-versioned into 13 languages and have also been adapted to respond to changing internal brand and marketing needs.
Creative Nation created a messaging framework through a series of workshops to help us communicate to our customers both clearly and consistently. We continue to use and update the living framework to this day. They also developed a family of videos that have been part of our most successful campaigns. Thanks team Creative Nation
L. Moffatt, Associate Marketing Director, Wiley