Skolkovo: A Strategy for Success
Skolkovo hired PBN Hill+Knowlton Strategies to design a new world-class marketing strategy on a fast track, four month assignment (April-July 2012). PBN H+K brought in sister agencies from WPP, including Landor and GroupM, as well as Los Angeles-based Adore Creative to be part of our strategy team.
The new strategy included a fully integrated branding, creative,
advertising, digital and traditional media and internal communications. A series of research initiatives – including a review of existing research, a comparative analysis with other global innovation centers, content analysis of international media coverage of Skolkovo and its peers, internal interviews with Skolkovo executives, and an external perception study with Skolkovo's corporate partners – were conducted to provide actionable insight for our new marketing strategy. The new marketing strategy was unanimously approved by Skolkovo's Executive Committee, and we are currently working with the organization to roll out the new marketing plan in 2013-14.