What We Do

We turn insight into strategy, stories and experiences that build momentum, belief and long-term brand value.

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About Us

We help brands earn their place in culture by grounding creativity in human values and cultural truth.

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Google
Union Black

When one of the world’s biggest brands gives back to The Culture.

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Union Black Sounds of a Nation Illustration by Paris Anthony Walker
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"Black Britons have brought so much to UK music and every other area of culture" - Trevor Nelson MBE.

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The Brief

Create a comms strategy to launch Google’s Union Black.

When Google was looking to launch their new project, Union Black, they needed a communications partner that not only looked at traditional media but also underpinned this with channels that directly speak to the communities they were looking to champion.

TFR was brought onto the project to support the execution and launch of the campaign.

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The Solution

We created a targeted and thoughtful comms strategy which focused our efforts on publications and journalists who would resonate closely with the exhibition and the stories told.

 

Leading cultural communications and influencer engagement, we developed the guest list for the launch event, ensuring that voices from the communities Union Black intended to serve were in attendance.

Coverage included: GUAP, NME and Mashable.

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