H/Advisors Cicero is the retained public affairs agency for L&G and has been tasked with providing policy and regulatory support, engagement and insight across both the UK and EU.

In addition, with infrastructure being of strategic importance to government both in terms of the Covid-19 recovery and in the Levelling-Up agenda, our Campaigns and Corporate Communications teams were briefed to develop a campaign to reinforce L&G as the leading institutional investor in the UK built environment sector, and in doing so support their overall brand awareness.

Strategy & Execution

Our strategy was to create a distinctive quarterly index that drives regular content to engage with key audiences across web, social media, print / broadcast media and direct engagement. The index also sought to offer a platform for L&G to showcase the impact of their UK investment portfolio.

We designed the L&G Rebuilding Britain Index (RBI) to provide a key benchmark of the UK’s success in ‘levelling up’ the economy across the left behind communities and households in the wake of the global pandemic, identifying the  UK’s investment priorities, regional investment gaps and barriers to increasing investment.

In addition, our team provides day-to-day arms and legs to support to L&G – including stakeholder mapping across Government, Parliament, Whitehall and regulators, providing support on a range of select committee inquiries, engagement briefings and logistics and analysis on key set-piece political events.

The Rebuilding Britain Index campaign really highlights our ability to use the entire H/Advisors Cicero toolkit in order to deliver strong client outcomes across all disciplines – including media, brand and policy

Andrew Roberts – Chief Creative Officer

Results

Across social channels, the first three waves of the index alone achieved in excess of 1,000,000 impressions across Twitter and LinkedIn, with engagement (i.e. likes, shares and comments) of over 40,000 and more than 30,000 video content views. Compared against L&G’s press email benchmarks, all emails concerning the RBI exceeded the click rate.

The dwell time on the RBI hub was six times higher than the website’s average. Equally, the articles published in conjunction with the 2021 waves of the RBI are in the top 10% of L&Gs most viewed articles.

The campaign was covered by major press outlets, including BBC, Sky, Telegraph, Times, Daily Mail, CNBC, Bloomberg, and reached over 1.5 million people. It has also driven enquiries from around 150 central and local government officials. Furthermore, L&G CEO Nigel Wilson often uses RBI data to inform his work on the Prime Minister’s Build Back Better Business Council (BBBBC).

The campaign has also been a success in public affairs channels – using the quarterly reports to drive an MP meeting programme and using the campaign to host a Parliamentary receptions in the House of Commons – including handling all logistics.

If you wish to discuss any of the issues mentioned in this article, please contact Andrew in H/Advisors Cicero’s campaigns team on andrew.roberts@h-advisors.global