Why Jerry Wright has been helping 3FF

We caught up with Jerry, chief executive of ABC UK and president of the IFABC, to get his thoughts on our marketing for good initiative and his work supporting 3FF.

What inspired you to participate in Marketing for Good?
My career in marketing and media had brought me a great deal of opportunity and reward and this seemed like a real chance to put something back.

Why did you choose to work with 3FF?
They are doing vital work for the UK as a country, fostering better understanding and relations between those of different faiths and cultural backgrounds - I felt this chimed well with my own personal convictions.
 
What challenges were they facing?
A small organisation with big ambitions that needed some help in approaching communications planning in a more considered and strategic way if it was to achieve its goals – it  was also considering a total rebrand of the organisation.
 
How were you able to help them address those challenges?
I had a number of one-to-one sessions with their Head of Communications over coffee in London and then ran a half-day workshop with the wider team to introduce some new ideas and ways of doing things into their planning. This finished with a ‘surgery’ session, where I offered advice on each sub-team’s specific problems. The results have been clearly visible in the way the team is now working on developing plans, assessing their effectiveness once implemented and sharing their results, good and bad. I also shared my own experience in, and lessons learned from, corporate rebranding exercises which they were about to undertake.
 
How have you benefited from the experience?
I really enjoyed applying the knowledge I’d acquired over my career to these particular challenges and got a great sense of satisfaction from helping out an organisation that is trying to make the country we live in a better place in the future.

What would you say to other marketers considering getting involved?
Get stuck in!

If you would like to find out more and see how you get involved, please get in touch with Sarah Woodley. And you can browse more marketing for good content in our Clubhouse.