Member Article

Leeds-based digital agency undertakes a six figure ‘digital transformation’ for the CBI

Perfect Storm has completed a project to redevelop the web presence of the Confederation of British Industry (CBI), which it won following a competitive pitch including agencies in Leeds and London.

The agency was tasked with helping the CBI to undertake a digital transformation project to provide members with an improved online experience. Established over 50 years ago, the CBI speaks on behalf of 190,000 UK businesses of all sizes and from all industries, employing around one third of the private sector-employed workforce.

Members can now gain access to more personalised content via a dedicated individual login to MyCBI. This includes being able to follow campaigns that are relevant to their sector; having access to all the latest economic, political and regulatory intelligence from the CBI’s experts; being able to explore opportunities, collaborate on challenges and share best practice; and book on to CBI events taking place across the country.

The prototype of the website was trialled at the CBI’s annual conference in November, attended by Theresa May and Jeremy Corbyn, with six months then spent refining it based on feedback. Perfect Storm will continue to work with the CBI to enhance the site further and developing new features in a phased approach.

Perfect Storm launched almost three years ago, with a less traditional agency model. Using an in-house team of digital producers and directors, highly qualified specialists at the top of their game are brought in as needed from a network of partners to assist with specific briefs – allowing the agency to handpick a ‘dream team’ for every client.

Leanne McKenna, head of marketing operations at CBI, said: “We could see that Perfect Storm understood our brief completely, and had immediately grasped what we were trying to achieve in terms of the UX challenges. They offered insight from both sides of the fence - as a driven agency who are on the up, they’re also an audience we would want to attract to our membership with the help of our digital presence. The fact that they can bring in tailored, senior talent as needed to help drive the project forward really added value to the process and we are delighted with the results.”

Co-founder and director of Perfect Storm, Adam Errington, added: “First and foremost, we’re very proud to be working with the CBI, a renowned leader in business for the UK, helping industries have their voice heard and shaping policy that affects their businesses. With so much content at play for both members and non-members, there was a huge UX challenge to be solved. We overcame that primarily through the use of data and talking to CBI members, but none of the results would have been possible if it wasn’t for senior handpicked talent within the delivery team and the close-knit and collaborative working relationship we established with the CBI to make sure no stone was left unturned.

“Essentially what we’ve built means members can now better protect their business by accessing information, driving change, shaping policy and making a difference, all in one central digital location. It’s a big shift and will allow members to get more involved and gain more from their membership. The hard work hasn’t stopped as we’re continuing to improve the site month by month which is really exciting for all concerned”.

This was posted in Bdaily's Members' News section by Shona Nutter .