Digital Strategy
Using engaging visual strategy and storytelling I help organisations evolve, innovate and communicate.
Digital, in all its colourful incarnations is not the centre of the universe. But when we get it right it can be
mesmerising.
We digital specialists are an enthusiastic bunch! Unfortunately, too many of us want to steer the conversation in our direction. I call this effect negative nudging. Over the years I have been inspired to focus my efforts on remaining objective.
With a strong background in design - sharing impactful stories and creating visually engaging strategies is natural for me. Here’s some examples:
NHS Greater Glasgow & Clyde serves a population of 1.14 million and employs 39,000 staff. That makes for the biggest employer in the region and the largest NHS organisation in Scotland. I was asked to author the five year (2018-2022) digital strategy in 2018. My approach was to engage with as many people as possible, capture their success stories and represent the great work already underway. I then defined a digital direction for this complex, multi-dimensional organisation by setting key focus areas and clear goals.
Memorable highlights included a tour of The Queen Elizabeth University Hospital (QEUH) and a conversation with a trauma consultant who had just completed a night shift. I was most pleased to include several Human Impact Stories, a Size & Scale infographic and five Then, Now and Next digital maturity demonstrations.
Read more: A new digital strategy for NHS Greater Glasgow & Clyde.
“Ian is that rare combination of strategic thinking and creative bravery. A meticulous planner and great ideas man — armed with a wealth of digital experience.”
— Chris Dunne, Head of Marketing at Thinkbox
Established in 1988, NGS Super is the leading Industry SuperFund for non-government education and community organisations. Based in Sydney, NGS support 11,000 employers. In late 2017 I was asked to review the digital strategy, team, technology and estate by conducting a digital maturity review. I delivered a digital strategy and led a technology platform and agency procurement which resulted in a new website and App. The strategy and upgraded digital estate, along with other factors, was highly successful seeing significant growth from $8 Billion Funds Under Management to $12 bn FUM. Managing the agency procurement remotely was a particular challenge which I enjoyed, along with several weeks working in Sydney, Melbourne and Brisbane.
“Ian made an enormous impact at NGS Super. His guidance has been incredibly effective and the difference is tangible and ongoing. I can’t speak highly enough. ”
— Christopher McManamon, Senior Manager, Business Operations at NGS Super.
When CC Wakefield added a measure of castor oil to his motor oil in the early 1900's, they named the new product “Castrol.” Today Castrol is used in driver-less cars, drones, Rolex watches and Mars Rover. I created the digital content marketing strategy for this global heritage brand and supported the long standing business with digital transformation advisory, along with it’s parent company BP. I authored a digital education series for use on Castrol Click, which increased the digital confidence score across the organisation. Most challenging was consideration of the truly international nature of this massive organisation, from directing traffic to the online product selector, to workshop sales in India. I gathered regular digital insights for weekly publication, and sat on the innovation board along with Google, YouTube and some of the Worlds most successful agency partners.
How I help
In addition to digital strategy and digital transformation, I help organisations to:
Manage adverse digital challenges.
Deliver digital maturity assessments.
Provide a wide range of digital subject training.
Form, manage and lead digital teams.
Author innovation, research & development studies.
Manage digital programmes, projects or products.
Non-Exec Digital Director (NEDD)
I can operate in a NEDD capacity to support selective organisations with independent, objective and impartial digital advisory. This is reserved for boards and some senior leadership teams.
“Ian's ability to interrogate complex business problems, strategise and deliver solutions makes him a real asset. If he's involved the job will be done right first time.”
— Stuart Rex, Commercial Director, Webtrends Optimize..
Referenced from this page:
I once worked so hard on a strategy presentation that I got an Apple Mac dialogue window stuck in my right eye. I think it was the start of a retinal migraine. Since then I’ve learnt my limits and never suffered since.