Matt Usher, Deputy Director of Marketing and Communications at Bournemouth University, and Mike Bond, Strategy Partner at Bond & Coyne, share the story behind the University’s brand and campaign strategy delivered at pace – along with the methodology that made it possible.
In an interview-style session with visuals, we’ll reveal how Bournemouth University tackled challenges that will feel familiar to many in the room. At the heart of the story is a collaborative, rapid-response approach that prioritises strategic creative AND strategic delivery.
Key takeaways:
Pace is an outcome of knowledge, not pressure.
Genuine speed can come from having the right structures in place from the start. Matt and Mike show how Basecamp compresses timelines without sacrificing quality, by building a way of working that removes the friction between client and agency from day one.
Brand transformation doesn't have to mean rebrand.
Although it may look like one, the Bournemouth University project wasn't a rebrand. It was an evolution that gave the institution a confident, coherent brand voice as well as the operational tools to apply it. Senior marketers will learn how to reframe transformation as building confidence and capability, rather than dismantling what already exists.
Human collaboration is the methodology.
Basecamp works by breaking down hierarchies, and getting agency and client working side by side. This session explores what that looks like in practice; the tools, the mindset, and the conditions you need to create, and why this human-centred approach delivers the kind of efficiency that institutions are increasingly looking to technology to provide. We might even refer to it as a human-based LLM.
