Business Reporter
Brand Strategy · Content Marketing · B2B
Chief Executives don't usually need a content strategist. These did.
Three years across two roles at Business Reporter, spanning content strategy, executive personal branding, event marketing, filmmaking, and brand development for a publication reaching Chief Executives through Bloomberg, HuffPost, and WIRED.
The Full Picture
Business Reporter's C-suite relationships ran on more than content. Some of it was sales, closing executives by phone and email to attend high end, sponsored breakfast briefings. Some of it was infrastructure, cleaning and segmenting a global CRM so the right message reached the right contact. Some of it was building the agency function itself, the internal operation Business Reporter used to pitch its own services to clients. And some of it was the work most people would expect, filming, editing, and branding for C-suite clients across B2B campaigns.
Confidentiality agreements protect who any of this was for. The range of it is what's on this page.
Films for the C-Suite
Two distinct crafts, both essential to this kind of work. The first is visual, making B2B content that refuses to look like B2B content, corporate films built with the same attention most people reserve for consumer brands, not the stock footage and beige backdrops the category defaults to.
The second is human, the discipline of a good talking head film, getting a senior executive comfortable enough to sound like themselves, then shaping that footage into something that feels authentic rather than rehearsed, high end rather than corporate.
One Craft. Every Format It Needed To Become.
Comfortable, On Camera, On The Record.
Comfortable, On Camera, On The Record.
One Craft. Every Format It Needed To Become.
The harder skill underneath it. Interviews built on getting a senior executive comfortable enough on camera to say something real, then shaping that into something worth watching.
The range. Corporate campaigns, B2B content, and brand films made for C-suite clients across industries.
Scope of work
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Getting a Chief Executive to open their calendar for an evening they don't need is a harder sell than most content ever has to make. Ran outreach and email campaigns that filled breakfast briefings and roundtable dinners at The Ritz, The Savoy, and The Goring, recruiting senior guests across automotive, fintech, finance, and marketing. Every one of those rooms had to be worth walking into, or the next invitation gets ignored.
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None of the content mattered if it never reached anyone. Segmented and cleaned a 123,000 contact global CRM that generated 100,000 dollars in three months. Automated lead generation through LinkedIn Sales Navigator, working directly with the CTO to build it properly rather than bolt it on. Built targeted campaigns using Audiense, BuzzSumo, and Taboola. Supervised a team of seven interns, because a machine this size doesn't run on one person's hours alone.
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A media company running this many formats needs each one to look like it belongs, and like nothing else. Built the visual identity for a number of Business Reporter's internal brands, podcasts, talk shows, and media hubs including 17globalgoals.com and Business Learning, logos, animated intro stings, and the broader asset systems that made each one recognisable the moment it started.
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A Chief Executive's LinkedIn post reads nothing like a press release, and most executives write like it's the only thing they've ever done.
The job was closing that gap, finding the version of a CEO's expertise that a stranger scrolling LinkedIn would actually stop for, then building the machinery to keep producing it.
Personal brand accounts built from nothing. SEO articles written to put a name next to a subject until Google agreed they belonged together. Podcasts shaped around how an executive actually talks, not how a script says they should. Video content made in partnership with Bloomberg, HuffPost, and WIRED, because thought leadership only counts if someone credible is willing to run it.
A business community grew to 12,100 followers over 12 months. Not from posting more. From posting like someone worth following.
This Is Not A Game
Campaign
The Sustainable Development Goals
A campaign built to make sustainability feel like the opposite of boring. One idea, reaching 77,000 people, that turned into a business Business Reporter still runs today.
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Sustainability content in B2B media almost always looks the same, worthy, slow, easy to scroll past. So the pitch was to borrow the language of urgency instead. The video opens like an 8-bit game, seventeen levels, a countdown clock ticking in the corner of the first frame. A burst of gameplay across the goals, then the screen cuts to black. This is not a game. The quality of life on earth is declining. These goals are a reality, and this is a business responsibility first. Various players have already made progress. Join the players making the change. Help us beat the clock.
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Each of the seventeen goals got its own asset, designed in the same 8-bit visual language as the film. Every salesperson pursuing a client active in a specific goal got their own individually edited version, cut with that goal's asset and their own contact details built into the call to action. A landing page tied the whole campaign together, and it went to Business Reporter's newsletter readership, over 77,000 subscribers, with no other marketing campaign running in support of it at the time.
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The campaign fed directly into 17globalgoals.com, the dedicated hub Business Reporter built as the first UK publisher to join the UN's SDG Media Compact, hosting sponsored articles, films, and podcasts from clients committed to the 17 goals. I built the branding for the hub itself. The platform remains active today, with a substantial roster of client content still live on it.
Businesslearning.com
Business Reporter built Business Learning as a dedicated masterclass platform for its core audience, the C-suite. Masterclasses were having a genuine moment across the internet, but almost entirely at a consumer level, cooking, screenwriting, tennis. Nobody was building that same format for CISOs, CIOs, CMOs, and CTOs, a genuine gap where senior, specialist expertise simply wasn't being taught this way. Not Gordon Ramsay or Shonda Rhimes.
The Masterclass.com equivalent for people running technology, security, and marketing at the highest level. I was responsible for the branding of the platform end to end and edited a number of the video courses hosted on it. Business Learning now reaches 29,200 users.
Brands Behind The Briefs
Sales. CRM and infrastructure. Executive brand marketing. Filmmaking. An internal agency, built quietly inside a media company. Different departments. Same standard, every time.
Content Strategy · Executive Personal Branding · Sales & Lead Generation · Filmmaking · Brand Development · CRM OperationsThe best work here came from knowing the brand well enough to push it, not just service it. If you're looking for that kind of creative partner, let's talk contact@adagio.film or WhatsApp me!