Associate Director - Bupa

ASSOCIATE DIRECTOR, COMMUNICATIONS DESIGN 

DISCIPLINE:	Planning (Communication design)
CLIENT WORK FOCUS:	Bupa & Quorn
DIRECT MANAGER:	Director

 

OUR COMPANY  

Initiative unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience, by balancing both what unites people and what makes them different.   
  
When brands unite people in culture, they build Fame, and when brands connect individuals to their unique journeys, they build customer Flow. Media responsibility is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities, promote brand safety, and foster sustainability.   
  
Our agency celebrates diversity in an inclusive environment where all of our 6,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company, but also a better media industry, and maybe even a better world.  
 

DISCIPLINE OVERVIEW: COMMUNICATIONS DESIGN  

Communications design is the discipline and practice of crafting how a brand idea will be delivered through communications across an owned, earned and paid ecosystem in order to achieve a desired behavioral outcome.  

Initiative’s Communications Design team is creating the future of planning.  Borrowing skills from User Experience, Digital, Public Relations and Content, these media professionals are responsible for curating how people connect and participate with brands through culturally rich ideas.  Instead of considering the experience of a brand in components (media / channel planning), Communications Designers think about brand experience in totality (ecosystem planning) ensuring every encounter is useful and impactful.   

The Communications Design team dynamically brings brands to life through their actions.  

• Are experts in consumer and communications behavior, and how changes in behaviors are creating new opportunities for connection 

• Lead the creation of the dynamic ecosystem approach to deliver a strategy 

• Work with partners (media, creative, technology, platforms, Specialty Business Units) to curate how a brand should connect within culture  

• Lead the identification of the right audiences to address how to meet business goals, and guide the quantification of connection encounters holistically 

• Champion innovative, forward thinking activities that help brands create value with their audience. 

 

ROLE OVERVIEW: THE CLIENTS 

This role is working on two of the most exciting accounts here at Initiative – Bupa and Quorn  

Bupa Healthcare services is one of the largest clients within Initiative, they are a future facing digital client looking for us to show expert knowledge and leadership in how digital and technology can be used to compliment & enhance comms design solutions.  

Bupa comprises six different business units, PMI (Private Media Insurance and what they are most famous for) SME, Dental, Care Homes and Clinics. The different BUs have very different requirements, from annual planning to monthly tactical campaigns, and the Comms Design Director plays a key role, working with the Strategy Lead, Comms Design and activation teams to develop through the funnel campaigns.  This role will be responsible for looking after PMI, Brand, Dental.  

We are very proud of the work we are doing with Bupa, winning a Cannes silver and multiple other gold and silver awards continuing our planning and association with Paralympics.  

Quorn is a market leader in a fast-growing, competitive category. This role will be responsible for creating sharp, strategic, and always evolving planning approaches across ATL channels, always on and e-comm. This role reports into the Group Director of Comms Design and manages a Senior Planning Executive. You’ll play a key role in shaping Quorn’s annual strategy and driving best-in-class communications planning. 

 

ROLE OVERVIEW: ASSOCIATE DIRECTOR, COMMS DESIGN  

As the Associate Director, Communications Design you are at the forefront of bringing the next generation of planning to life.  You are responsible for ensuring the adoption and adherence of communications design principles across your client base, ensuring your team consistently delivers best in class idea led, culturally empowered communications ecosystems that drive effectiveness.  

With experience gained in detailed media, digital, communications or experience design roles, you are an expert in the UK media landscape and what this offers us for ecosystem planning, and how channels and experiences work across paid, owned, earned and shared connections.  You are considered a communications trailblazer amongst your peers & clients. When it comes to managing big projects you are a skilled & experienced conductor of stakeholders. Your experience allows you to think outside the box and if necessary re-design the box altogether. These abilities enable you to orchestrate and oversee the design & produce market leading communication campaigns through ecosystem planning.  

You have a demonstrable understanding of the digital landscape and how we can leverage digital-centric product to deliver client needs.  Your understanding goes beyond digital media planning and activation, stretching to understanding the benefits of a sophisticated data & tech infrastructure, and the importance of optimizing clients owned & earned assets to create a seamless brand experience (including but not limited to SEO, CRO, Content and Digital PR). This will enable you to have productive conversations with our clients regarding their digital marketing journey/transformation. 
 

ROLE AND RESPONSIBILITIES:  

Client  

• Responsible for the development of the detailed communications plan to power the idea 

• Together with Group Director, CAM and Director, Communications Design present the Connections Design holistic approach to the relevant stakeholders 

• Manage the outputs of day to day requirements and workflow of the client 

• Responsible for presentation of client education program around Communications Design relevant marketplace trends. 

 

Internal  

• Responsible for the management and training of design team in communications planning fundamentals 

• Responsible for the best practice application of planning approach including key tools and techniques to surface media and marketing intelligence and insights to produce an impactful, culturally rich communications plan across owned, earned, shared, paid (OESP) 

• Write and manage outputs from RFP submissions from the Design discipline, in collaboration with Partnerships leads 

 

Commercial 

• Contributor to client Key Performance Indicator (KPI) delivery  

• Contributor to Specialty Business Units (SBU) growth and client profitability 

 

New Business 

• Contributor to new business as required 

 

Key Performance Indicators (KPI’s):  

• Client 

• Able to deliver best in class communications planning solutions that propel the communications idea 

• Able to effectively lead the management of the client’s communications budget to successful outcomes 

• Accurately and effectively manage client’s day to day communications design product requirements 

 

• Internal 

• Able to successfully manage Communications Design planning outputs from team