In November 2023, Savion Ray reached a pivotal moment — a decade dedicated to crafting narratives, building connections, and adapting to the ever-changing landscape of communications. This milestone wasn’t just a time for reflection; it was an opportunity to challenge ourselves. So, Bisera and Nelly embraced the role of a client in front of their own team, letting us dive deep into the heart of the Savion Ray brand and emerge with new insights that have reshaped our future.
Embarking on this introspective path meant scrutinizing our strategies, questioning our approaches, and re-evaluating our brand ethos. Treating our anniversary campaign separately from the internal communications strategy was a move necessary for growth and honest self-evaluation of our decade of change.
Developing the theme ‘…For a Change’ was a journey in itself. It started as a simple idea but evolved into a powerful narrative that communicates our decade-long story. This theme is a testament to our adaptability and commitment to not just keeping pace with the ever-evolving public affairs landscape but also being a catalyst for change within it.
Guided by our unique Eight Rays Wheel methodology, we delved deep into the creative process. This distinctive framework, with its strategic workframe in the top half and comprehensive insights into execution and deliverables in the bottom, played a crucial role in shaping our anniversary campaign and the strategic storytelling around it.
The theme development involved brainstorming sessions that felt more like intense group therapy. We revisited our successes and failures, drawing lessons from each. Ideas were not just shared but dissected, challenged, and rebuilt.
‘…For a Change’ goes beyond a slogan; it encapsulates our core ethos — our role as change-makers, impacting the communications industry, helping our clients’ missions, and evolving as an organization. This theme represents our belief in the transformative power of communication.
Importantly, it served as the driving narrative not only for our anniversary campaign but also for the celebratory event. We wanted to infuse the theme into every aspect of the celebration, turning what could have been a standard cocktail party into a scene for a frank conversation.
The lobby of our new Brussels office was transformed into a sensory journey for our cocktail event — a new location symbolized fresh beginnings and a forward-looking perspective and aligned with the theme of our anniversary campaign – ‘…For a Change.’
The evening brought together a diverse and dynamic mixture of guests — our partners, who have been with us for the past 10 years — creating an atmosphere that perfectly mirrored our journey.
We are incredibly thankful to everyone who celebrated this important milestone together with us. The evening was an immersive reflection of what Savion Ray stands for, blending stories from our past with aspirations for the future.
In addition to the physical event, we amplified our 10th-anniversary celebration through various social media platforms. Engaging our audience online allowed us to share the journey, theme, and highlights with a broader community. From teaser campaigns and unique perspectives to exclusive glimpses into the final event — our social media presence played a crucial role in ensuring the campaign’s resonance reached the relevant audience.
Our journey of self-reflection led to several breakthroughs, revelations… and laughs too.
We realized that our agency, like many others, had been focused on narrating others’ stories — and it was time to have fun with our own narrative. The process of redefining our brand story involved questioning our past assumptions and daring to dream bigger — sort of like an existential game of ‘Truth or Dare’ but with a dash of corporate strategy.
By becoming our own client, we were reminded of what our strengths are and, let’s be honest, spotted some face-palm-worthy areas for improvement. But we were once again reminded of the importance of agility, the value of diverse perspectives, and the true impact of strategic storytelling.
In celebrating the value of different viewpoints, we learned that sometimes the best stories come from unexpected angles. And as for strategic storytelling? Well, it’s like crafting the perfect joke — timing is everything.
As we embark on the next decade, ‘…For a Change’ is more than just a commemorative theme. It’s a renewed pledge to our clients, the work we do, and ourselves. We stand committed to pushing boundaries, challenging norms, and embracing change, today and in the years to come.
As we navigate the next chapter of our story, join us in this journey. Are you going through a transformation yourself? Let us know. We’d love to tell your story.