Designing an operating system for integrated communications
BCW (now Burson) – Motion OS

The challenge
BCW wanted a consistent way to deliver its promise of “Moving People” across markets, practices and disciplines. Teams were working hard but often in silos, and there was no shared, simple framework to guide briefing, strategy, creative development, delivery and optimisation in a way that maximised value for clients and their audiences.

What I did
I created Motion OS – a simple, intuitive operating system to guide teams through the full project lifecycle, from defining success and strategy to designing campaigns, delivering work and optimising impact. Working with senior executives and specialist leaders across the business, I brought together cross-discipline perspectives and best practice (including technology, digital and data, behaviour change and project management) into one way of working, supported by a suite of tested tools and frameworks. Motion OS was designed to remove barriers to agile collaboration, harness diverse expertise and cognitive styles, and be flexible enough for both rapid strategy and creative sprints as well as longer, complex programmes.

The impact
Motion OS gave BCW a shared language and structure for integrated work, improving integration, innovation and quality of consistency across clients and markets. It supported more cross- and upselling, higher rates of shared clients across practices and the development of higher-value products and services - leading to stronger client relationships and outcomes, agency growth and extensive opportunities for talent development.

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