Case study: IAG

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IAG was looking for a cross-brand content strategy to better target a specific segment. Digital servicing for this segment had been identified as a potential opportunity.

I delivered a content strategy using a methodology I have developed over 15 years of digital communication work. This starts with pulling all relevant inputs eg stakeholder interviews, analytics, product strategy, user research and audit together in order to produce a coherent and measurable strategy and tactical road map.

The content strategy delivered focussed on implementation and facilitated the production of appropriate content.

It was an excellent opportunity to work across disciplines with stakeholders from digital, customer service and marketing.