Propaganda delivers rebrand, OOH campaign and refreshed proposition for world’s largest professional women’s network

Propaganda Brand Consultancy has worked with AllBright – a 500,000 strong network for professional women across all stages of their career – to deliver a refreshed proposition, a brand refresh and an OOH campaign across London. This includes an updated CVI and assets, a brand film, website development and social strategy.

The creative delivered by Propaganda effectively communicates how AllBright is using its network to redefine ambition and transform business, reshaping the future of work. Throughout November, the OOH campaign will feature on electronic billboards in key locations across London such as Shoreditch, Battersea, Islington, Waterloo and Mayfair.

AllBright approached Propaganda to help unify and strengthen its three distinct business divisions. The organisation comprises a five-story flagship Mayfair members club, a networking and development programme, and the ‘AllBright Alliance’ – a data-driven support framework that empowers brands to help women across career levels succeed and thrive at work. Member organisations of the ‘AllBright Alliance’ include BNY Mellon, Simba Sleep and Chelsea F.C. Women.

Through Propaganda’s Brand Discovery™ process, the consultancy found a discrepancy between the way women’s networks tend to speak about success, and the way women actually feel. Ambition has become a very loaded term for working women – something they feel pressured to aspire towards, yet a concept that feels very constraining and often means sacrificing family and work life balance. 

Propaganda advised AllBright to instead redefine how its 500,000 members see ambition and transform the working world for women from bottom up and from top down. Hosting a range of members from entry level careers all the way to top level executives, the AllBright club and development programmes bring people together to embrace connection, opportunity and collaboration. At the same time, the ‘AllBright Alliance’ is working with huge organisations to transform how business works for women, creating unlimited possibilities for their careers.

Tom Fowler, Strategy Director at Propaganda, says: “AllBright’s ambition to reshape the working world for women was a brand challenge steeped in purpose that was so compelling to interrogate. Rather than simply giving women a seat at the table, Propaganda is supporting AllBright in creating a new table. 

“Building brands with purpose has long been at the forefront of what we do at Propaganda. Our history transforming organisations such as GenM (now the menopause partner for the UK’s biggest retailers), put us in a unique position to be able to integrate the three strands of AllBright’s business – ultimately creating something greater than the sum of its parts and whose impact will be felt for generations to come.”