Launching UN:ventures With An UN:thinkable Podcast
UN:ventures is a consulting, advisory, investment and incubation firm founded in Singapore by the former Global CEO for Creative & Content at Dentsu Aegis Network, one of the world's largest advertising agency networks. UN:ventures empowers people and businesses to succeed in the adaptive economy through it's propriety value-over-form framework, which requires clients to un:think, un:learn, un:do, un:lock and un:leash in order to stay relevant and create sustainable growth.
We were challenged to help launch the business and explain the value proposition in a non-interruptive and engaging way. We chose podcasts, a format that lends itself to longer narratives and deeper engagement.
However, as podcast connoisseurs ourselves, we were more than aware that companies are frequently guilty of producing the worst kind of podcast; a vanity project for the CEO wherein he or she interviews people they already know for an hour or so about the vague challenges and opportunities facing their industry over the coming years. These podcasts are too cozy to deliver any drama, and too vague to arrive at any insight. We wanted to avoid that at all costs, so here's what we did instead…
We wanted to focus on specific stories that would demonstrate the UN: philosophy of aligning yourself, your business and your life in such a way that you are able to make decisions and take risks with speed, agility and direction. We took a journalistic approach to finding those stories and came up with the concept of asking business leaders about the most UN:thinkable decision they'd ever made.
Next we had to develop a format that was original, distinctive, classy and consistent. We structured each episode around five key questions and opened with a curious quote followed by an executive summary delivered by UN:venture's founder to draw the audience in whilst allowing him to articulate how the story they're about to hear relates back to the UN: philosophy.
The podcast needed series and episode artwork and a range of social media templates to complement the UN:ventures brand whilst looking distinctive amongst the millions of other podcasts out there. Instead of titling each episode after its guest, who may or may not be well known, we distilled the essence of their story into a punchy headline.
We produced all the episodes remotely using the Riverside FM platform to ensure highest quality audio capture without internet interference, and used Descript to edit episodes and output audiograms. All the guests were prepped in advance, managed like rockstars and provided with social media assets to promote their appearance to their own networks.
Finally, we dropped all the episodes at once with titles and detailed descriptions to Spotify, Apple and Google Cast but promoted each episode individually once a fortnight with a barrage of quotecards and audiograms across b2b platform LinkedIn (other social media platforms are available!). Listen to the results below...
UN:thinkable #1. The CMO who removed his name from his logo
UN:thinkable #2. The corporate careerist who grew her own cannabis company
UN:thinkable #3. The meetings mogul making mental health a c-suite priority
UN:thinkable #4. The banker who traded wall street to turn a billion people plant-based by 2030
"When bringing UN:ventures from concept to reality, partnering with Neal from Moore’s Lore Media seemed like more than the logical option - it was a natural fit. They immediate got what value-over-form means, and that 'to UN' is a way of being and behaving -essential in a world where change is a constant and only accelerating.
Neal and his team took time to not just understand our proposition but helped to sharpen it by proposing a strategy with thought provoking assets such as a podcast featuring stories from business leaders who could already be considered ‘UN’ which created a mutually reinforcing image.
Their extensive experience in both journalism and production led to a story-first approach and uncovered some truly inspiring tales, which perfectly aligned with our unique business philosophy.
Moore’s Lore Media’s team were creative and collaborative and commanded respect from the most senior leaders. Moreover (no pun intended) they took an holistic approach where ideation and execution are equally important, culminating into a comprehensive publishing and promotion schedule. I would highly recommend them as a strategic content partner to any organisation from startup to MNC."
Dick van Motman, Founder & Chair