IC Rolls Royce Logo
A journalistic approach to content.
IC & Engagement
IC Rolls Royce Hero
in a nutshell

Our team of content specialists act as in-house journalists, nosing out the angles to position stories across multiple Rolls-Royce channels. Our World, our global, multilingual publication, focuses on the humans behind the headlines, while our digital storytelling drives strategic messages with a personal touch.

We gauge opinion and reactions on Yammer, often sourcing subjects and getting feature inspiration from this highly social platform.

The brief

With pioneering products and a laser focus on the future, Rolls-Royce is becoming the world’s leading industrial technology provider. No longer singularly renowned for its engines, it needed a way to engage its employees with its strategy. With an incumbent publication to rebrand and bring up to its future focus, as well as a new intranet and social media platform to engage employees, the challenge to turn news online and focus on features for print was irresistible.

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Our response and delivery

Blending the solid working practices of a journalist with the thoughtful principles of employee engagement gives us the power to explore every angle, unpick all the facts and transform the story to suit different readers’ tastes. By using a journalistic approach in our newsroom, cutting-edge photography and an internal communications storytelling strategy, we’ve upended our approach to content across all channels.

We use powerful, thought-provoking interviews that aren’t afraid to face into the tough realities of Rolls-Royce’s world and treating stories differently across channels ensures we’re reaching the right people in the way they want to be reached.

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The impact

Our strategic content partnership means Rolls-Royce have the content they want, when they want it. We’ve worked closely with their internal communications team for the last two years and in that time, we’ve built up a large network of contacts in the business. By acting as an extension of the team, we immerse ourselves into their world to inherently understand the challenges of the business, teams and individuals.

This approach allows us to become trusted advisors and critical friends – we know them well enough to make key decisions grounded in a solid knowledge base, but we’re not so immersed that we can’t take the overarching view, ask the tough questions and get better results every time.

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“In recent months they have proven themselves invaluable in their support of Rolls-Royce. Both in delivery of copy and design, they have been fantastic, but also in strategic support, too. Across the full range of services, the team has repeatedly proven that we can trust scarlettabbott to be on point and deliver.”
Chris Maloney, Content and Channels Manager, Rolls-Royce.
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