This is the BEST ever workshop I have attended!
To be honest, I am still a bit confused on Save the Children structure, with all the Save the Children US, Save the Children UK, Save the Children Australia etc. and Save the Children International. The only thing I know is they don’t have a unified global brand positioning, which sometimes create confusion on donors. And it is such a waste that each Save the Children country office is doing so many great things but they can’t create synergy between them.
In view of this, Save the Children UK has initiated the Global Branding Workshop to develop a Global Brand Proposition for SC which allows us to have a clear, distinctive and appealing brand image and build salience above tactical campaigns. The workshop was held in Vietnam on Oct 20-22. And different representatives from different country offices were invited to join: US, Italy, Australia, Vietnam, Myanmar, Norway and India. They are all experts on Marketing and Communication, and I was so honor to have chance to work with them! We also invited 2 agency persons from DDB to join us too. It was such a great 3-day workshop with all the strategic discussion, brainstorming, group exercises and presentation. Feedback from the facilitator and agency partners was that we were the most enthusiastic client they have ever worked with. After the 3-day workshop, we have finally worked out a final brand positioning that everyone feels good and right to move forwards to achieve our goal by 2030! I always ask myself how I can bring sustainable impact to Save the Children. And I am so happy that I have chance to participated in this workshop and contributed to this long-term strategic brand positioning, which I am sure this will bring Save the Children to another level!
Besides the intensive and fruitful 3-day workshop, we had lots of fun with all the participants. As a “local” person who have stayed in Vietnam for 4 months, I brought them to good places to shop, eat and also, to have the most famous Vietnamese coffee. I enjoyed meeting all these great people from all over the world, and I also discovered Vietnam a lot more when I brought them around!