RAW is now full-service video strategy, production and distribution agency based in central London. Founded in 2006 by Ryan Wilkins, RAW now amazes, inspires and motivates target audiences with outstanding video content. With a team of original thinkers, creatives, strategists and producers that have worked with everyone from the BBC, Channel 4 and MTV, through to Publicis, Dare and Ogilvy, RAW is a highly respected video agency.
RAW was facing a number of significant problems when I first met Ryan, the managing director of the business. Three inferior website builds in two years had prevented the brand from moving forward. When I saw the latest version of their new website in development, I was underwhelmed, and suggested we started again. Had this website launched, it would have led RAW into the commodity end of the market where increasing turnover substantially would have been almost impossible. I was asked to help solve all these problems.
The initial strategy and planning phase involved reviewing tactics, assets, goals, USPs and purpose. I conducted research into competitors and found that the market was saturated. None of the competitors were talking about strategy or the fact that videos should actually aim to achieve emotional responses. I put myself in the shoes of desirable future clients and created psychological profiles (personas) for RAW’s target audiences. This inspired me to think differently and emotionally, so I created a new feature helping target audiences filter RAW’s work by emotions: amaze, compel, engage, motivate was born…
The new and different strategy set RAW apart. This centred on a strategic, insightful, creative, and emotional approach, as opposed to the purely creative approach taken by many competitors. Following the sitemap work, I produced a full set of wireframes and user journeys to rationalise the entire strategy. I provided a website brief and creative direction to the web designer and then commenced the copywriting phase, which involved writing nearly 20,000 words for the website.
This work removed RAW from the commodity-type competitor price war.
Following the launch of the new strategy and website, RAW Productions has seen its turnover rise year-on-year by 30%. RAW is now working with AKQA.com. AKQA is widely respected as one of the most innovative digital agencies in the world.
What they say?
“What sets Stuart Wood apart from so many other consultants is his eagerness to immerse himself in the brand.
The level of insight, guidance and strategy he’s offered has been above and beyond what was expected and has gone on to create a fantastic body of work that has revolutionised the way in which we talk about our business.
We’ve already increased turnover by 30% and are now winning work with some of the best agencies in the world.
I know we wouldn’t have achieved all this without Stuart; I can’t recommend him highly enough.”
Ryan Wilkins, Managing Director