As a major broadband provider, TalkTalk has a clear licence to shape the ongoing debate about home connectivity and the future of the traditional workplace. However, this is a crowded conversation which is being dominated by voices which are either more independent (such as think tanks) or more authoritative (such as Silicon Valley tech companies).

We were asked to look at how we could position TalkTalk as a relevant brand, aware of the issues that lockdown has caused for both businesses and employees in the UK, positioning the company as thought leaders at the forefront of trends which are reshaping the way we live and work.

Rules of

in Action

Rule Two

Passions and influencers spread ideas

Our literature review showed that commentators on issues affecting the future of the UK’s working population were seen as having a high level of self-interest. We therefore needed to identify an organisation that was passionate about workplace best practice that could bring knowledge and expertise and act as an influential voice in the debate.

We worked with Working the Future, a leading employment consultancy, to design original research and produce an authoritative report on the forces shaping the future of the workplace.

Rule Three

Arguments are never won, outcomes are

People don’t want to be told to buy a new broadband package but they do want to hear about how our lives are being affected by lockdown restrictions, and they do want to hear about different ways of working and the lived experience of those working in similar industries. We therefore tapped into these broader discussions around work life balance future working practices to deliver relevant cultural and social commentary.


Partnering with Working the Future, we conducted primary research into both employers’ and employees’ experiences to generate new data and analysis into UK working patterns.

The analysis identified a new level of productivity which saw Brits bucking the trend of home working inertia, revealing that actually, workers were able to deliver ‘five days’ work in four’.


We crafted tailored news stories for consumer, lifestyle, social affairs, economic and business media, delivering top tier coverage in more than 300 outlets including a full page national CEO profile for Tristia Harrison.

The work also gave the UK CEO a platform to talk about digital poverty and to highlight regional disparity, a key social issue.