The client
The World Gold Council (WGC) is the market development organisation for the gold industry – the global voice of authority for gold. It develops insights into the role that gold can play across a number of sectors and works with partners to increase and sustain demand.
The challenge
Based in the UK, and with operations in India, China, Europe and the USA, the organisation has around 100 employees who, despite their small number, are ‘the business’. Creating an employee communication tool that raised awareness of WGC’s activity globally and truly engaged the busy readers beyond the current quarterly print publication was paramount.
The solution
Sequel created an online magazine that really demonstrated one of WGC’s values – the courage to do things differently. Using best practice from commercial digital magazines to incorporate interactive elements such as page turning, reveals and video, the magazine also had to reflect the newly launched brand. Stories of success, insight and people bring the pages to life. A ‘lite’ A5 version featuring highlights from the online version offers readers a précis of information and acts as push to the online magazine.
The value
The quality of the innovative solution, its accessibility, the creative design and sharp writing were positive feedback from readers when the issue was launched in May 2011. ‘Sequel provided not only a cost-effective and innovative solution for us, but also quickly understood our challenges,’ said the client.
