BBC: Head of Journalism USA - Brochure
BBC: Head of Journalism USA - Brochure
The British are coming!
The British are coming!
The British
are coming!
The situation
One of the most trusted brands in global news. Covering America through a British lens. That was the brief. Finding the right person to do it is another story.
The BBC's US digital operation runs 24/7 out of Washington, D.C. and the stakes were significant. 60 million Americans already tune in, part of a worldwide audience of 347 million. The appointee wouldn't just be bringing the BBC to Britons living in the US. They'd be covering the world's most watched democracy for the people living inside it.
Specialist headhunters were tasked with finding the right candidate through contacts and networks, and they needed something compelling enough to make the right person stop, read, and consider.
Client
BBC
Sector
Recruitment communications
Services
Graphic Design
The situation
One of the most trusted brands in global news. Covering America through a British lens. That was the brief. Finding the right person to do it is another story.
The BBC's US digital operation runs 24/7 out of Washington, D.C. and the stakes were significant. 60 million Americans already tune in, part of a worldwide audience of 347 million. The appointee wouldn't just be bringing the BBC to Britons living in the US. They'd be covering the world's most watched democracy for the people living inside it.
Specialist headhunters were tasked with finding the right candidate through contacts and networks, and they needed something compelling enough to make the right person stop, read, and consider.
Client
BBC
Sector
Recruitment communications
Services
Graphic Design
The situation
One of the most trusted brands in global news. Covering America through a British lens. That was the brief. Finding the right person to do it is another story.
The BBC's US digital operation runs 24/7 out of Washington, D.C. and the stakes were significant. 60 million Americans already tune in, part of a worldwide audience of 347 million. The appointee wouldn't just be bringing the BBC to Britons living in the US. They'd be covering the world's most watched democracy for the people living inside it.
Specialist headhunters were tasked with finding the right candidate through contacts and networks, and they needed something compelling enough to make the right person stop, read, and consider.
Client
BBC
Sector
Recruitment communications
Services
Graphic Design
The solution
What was needed was something with more weight than a standard candidate pack. Something that felt as considered as the role itself.
So we created a brochure designed to be read as an invitation, not a job spec. It opened with a personal introduction from the BBC Director-General, setting the tone and showing senior-level commitment from page one.
From there, the brochure did three jobs. It gave UK and US candidates a clear picture of the BBC in the US, anchored the role in the BBC's values, and showed how the key editorial leader would be charged with delivering an ambitious programme of change.
The solution
What was needed was something with more weight than a standard candidate pack. Something that felt as considered as the role itself.
So we created a brochure designed to be read as an invitation, not a job spec. It opened with a personal introduction from the BBC Director-General, setting the tone and showing senior-level commitment from page one.
From there, the brochure did three jobs. It gave UK and US candidates a clear picture of the BBC in the US, anchored the role in the BBC's values, and showed how the key editorial leader would be charged with delivering an ambitious programme of change.
