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The people changing how the UK lives, works and thinks.

Championing creativity and technology, the Bloomberg Innovators celebrate innovation in the UK – by revealing and showcasing real innovation in the UK.

We put new definition around “innovation”, a word grown tired from years of industry-wide abuse. Our definition: the companies changing how the UK lives, works and thinks. We created a fully-integrated content campaign, designed to give value to UK start-ups – the next generation of business influencers – by raising their exposure through the channels at Bloomberg’s disposal. Furthermore, by enabling Innovators to become advocates themselves, we organically amplified the project’s exposure and reach. 

We assembled a panel of judges from finance, technology and social enterprise to identify the 50 breakthrough companies who are changing how the UK lives, works and thinks. We looked beyond the obvious, finding Innovators from every corner of the UK, not just the usual suspects in a warehouse in London. 

We sent photo, video and editorial teams to the offices of these companies all over the country to harvest the materials for the content. The microsite provided the campaign’s heart, enabling users to explore the content captured in the field about each Innovator. The launch party provided opportunity for the Innovators to network and share ideas. 
A launch-day article leveraged the reach of Bloomberg’s flagship news website. Micro-videos on Facebook and Twitter provided bite-sized interviews and insights from Innovators, driving to the microsite. Crucially, we gave each Innovator their own social media toolkit, enabling them to become ambassadors for the project and give us access to their community on social. The social media tookit included Innovator micro videos, customised quote cards, and digital badges for use on their social media profiles. 

The aesthetic and attitude of the micro-content was translated to promotional creative that ran in Print and on TV. With no budget for a big OOH campaign, we needed to be cunning. Flyposters in Shoreditch made a mark in the home of the majority of the Innovators, and succeeded where billboards couldn’t. They were cheap, targeted, and atypical of brands like Bloomberg. 

As a result, we broke company records for video consumption on social media, giving a huge boost in exposure to featured Innovators and enhancing Bloomberg’s positioning with this key audience. We raised the profile of some key companies, reshaping the UK's thriving business landscape. Our innovative content strategy and design were awarded at the Creative Pool Annual, ADC and D&AD.

bloomberg.com/ukinnovators


Role:
Creative Director, art direction, design

Credits:
Phil Chubb, strategy
Oliver Eden-Green, copywriting
Dan Seffens, graphic design
Photography and videography by Jeremy Liebman, Carlos Jimenez, Ana Cuba and Ben McMahon