Client: O2
O2 and MG OMD transformed inclusive planning from a one-off initiative into a permanent operating model. Faced with below-average brand awareness, consideration and relevance among multicultural audiences, we embedded inclusivity into every campaign through ringfenced investment, audience-level measurement and culturally relevant partnerships. Across five major brand moments, we delivered reach parity across diverse communities while driving significant gains in awareness, consideration and cultural relevance. The result was a scalable framework that proved inclusive media is not just the right thing to do, but a powerful driver of brand growth, commercial value and long-term audience connection.
