Issue 1 | April 2025

EDITOR’S LETTER

We’ve made history

It really is 10 years since Andrea Clatworthy first gave a start-up marketing innovation agency, called Department of Change, a shot at a new brief.

Over the years, we’ve been lucky enough to work with Fujitsu teams across the UK and Europe, even the US and Global – not only on ABM and DBM Campaigns, but also Strategic Vertical and Horizontal Campaigns, Lead Gen and Brand.

And like any great relationship, we’re still in love.

FEATURE

Time to rebrand marketing

As the Fujitsu UK marketing team kicks off 2025/6, you have a new structure.

That’s exciting for two reasons.

One. ‘Marketing’ in Fujitsu shifts from a go-to ‘service’ for anyone in the business wanting to promote what they’re working on … to a ready-aim-deploy ‘programme’ designed to deliver against the business’ highest priorities to meet growth-critical KPIs across the 3Rs.

Two. You get the opportunity to shift from having specialist knowledge of a sector or two … to becoming a guru in your marketing specialism.

SHOWCASE

Latest campaigns

Changing the Model

Project | Fujitsu UK | Defence Manufacturing Strategic Campaign

Thanks to our Fujitsu Changemakers: Chelsea Jackson and Darren Newman

  • Position Fujitsu UK as the strategic partner for Defence Manufacturers.

  • Who better for Defence Manufacturers to trust to win MoD bids than a partner  who's been serving the MoD for over 50 years. Quite simply, no-one can  transform their readiness to deliver for Britain's emerging Digital Defence Industrial Base like Fujitsu can.  So the Fujitsu '5S Readiness Model' was born - and inspired a Strategic Campaign for the UK sector, as well as the DSEI 2025 Campaign. 

  • Campaign Messaging, Narrative, Content Plan and Hero Assets, including an Interactive Animated White Paper and LinkedIn Targeted Posts.

Changing the Game

Project | Nexthink | Sales Accelerator Playbook .

Thanks to our Nexthink Changemakers: Laura Blackie and Lauren Booth

  • Help field marketers across Nexthink's European markets to support their sales teams to accelerate customer conversion from Qualified to Developed. 

  • Do qual research among sales teams to identify the most common customer blockers at each stage of the MEDDPPICC sales journey. Then create a gamified approach to generating the right campaign to accelerate conversion, by account or sector.

  • The Interactive Sales Accelerator Playbook. (Feel

Changing the Perception

Project | EDF | Large Business and Public Sector Content Campaign

Thanks to our EDF Changemakers: Liz Parsons and Leah Johnston

  • Change the perception of EDF from 'helping your business buy energy' to 'helping you use energy services to create a more sustainable organisation'.

  • Create a Net Zero Energy Wheel tool to help enable customers to map heir 2025-2030 plans, and support it with a step-by-step White Paper to bring EDF experts to their desks. 

  • Content Campaign Messaging, Narrative, Content Plan and Hero Assets, including an Animated Thought Leadership Report, LinkedIn Targeted Posts and Ready-to-run Customer Co-creation Workshop (in Miro).

NEWS

Changecamp

Our DoC Changemakers gathered in Norfolk recently for our annual 3-day innovation camp.

Their Change Challenge: to use DoC’s wayfinding strategic and creative tools to develop our own Life/Work Roadmaps to 2030, and create an exciting new Programme that DoC can offer to help others’ do the same.

Interested in taking your team on ChangeCamp? Talk to us about your team goals - and we'll plan, organise and lead the camp that'll help them achieve them together, faster.

Summer School of Creativity

We’re busy building our first Summer School of Creativity to supercharge what our clients can do.

Taking insight from our clients on what their teams need to meet 2025/6’s business challenges, we’ll be focussing on what we do best: helping teams take customer insight, messaging, storytelling and ideation to the next level by using the best of HI + AI. Learn by doing. Best of all, learn from your desktop.

Interested in running Summer School of Creativity courses for your team between May and September 2025? Ask us for a preview of our Courses and Early Bird Discounts.

WRAP UP

And that’s it for your first edition of your Changing Times!

Except to say, a huge and heartfelt thank you for choosing to work with us over 2024/5 on so many inspiring and challenging briefs.

As an indepently-owned, women-managed, minority-based boutique agency, we have our work cut out for us competing in this industry. But that pushes us think, do and deliver differently - and make our difference your advantage.

So here’s to our next briefing as we work with you to help you deliver your 2025/6 plan. 

If there’s anything we can do new, better or faster to fill the gaps in your team, your capabilities or your workload, just give us a shout!