2011 Winners & Shortlists

Brief Explanation

FP7 Egypt was facing a situation by the end of 2009 whereby it was being negatively bad-mouthed by several internal and external entities. This affected FP7 Egypt’s reputation in the market, and has drawn criticism from regional management and resulted in the loss of potential businesses, staff members and existing clients. The objective was to deliver agency news on a consistent quarterly basis while countering any negative publicity through maintaining open transparency, and boasting the creative talents of FP7’s staff as reflected by the newsletter.

The Brief

Create a direct channel of communication between FP7 Egypt and its pool of staff, regional management, as well as existing and prospective clients, to communicate firsthand all information and news pertaining to the agency, whether good or bad. The content also needed to be accessible on various formats and provide interactive content to its viewers through a dedicated online microsite.

How the final design was conceived

Because the newsletter was a reflection of the level of work that could be done by FP7’s staff, it had to be very creative and visually appealing for clients and readers alike. Various graphic designers within the agency took their turn for every issue to boast their individual creative design talents. The design also had to be dynamic in order to be seamlessly fledged for the newsletter’s interactive online microsite.

Indication of how successful the outcome was in the market

Within a one year timeframe and at zero costs, the FP7 newsletter managed to attract more businesses while fending off any negative publicity. Regional management hugely appreciated the initiative, named FP7 Egypt "Agency of the Year" within the FP7 network, and recommended all other regional network offices to follow in FP7 Egypt’s footsteps. Existing clients were adamant on having their news featured in FP7’s newsletter on a monthly basis, while prospective clients wanted to be included in the FP7 family.