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Reimagining the Condé Nast International brand

Developing new mission and vision statements

Reimagining mission and vision statements is a tough challenge, even for small organisations. So, if you’re one of the world’s most successful publishing companies, where do you begin?

Condé Nast International sets the benchmark for publishing excellence with leading print and digital brands including Vogue, Vanity Fair, GQ, Wired, and AD among others. They reached out to Further to help define their new mission and vision statement.

We designed and moderated a series of online communities in Brazil, Germany, France, Taiwan, Japan and Mexico, hosted on our Together online research platform. We used group discussions, surveys, image sourcing, storytelling and projective techniques. We had one week to have conversations with 60 employees, all with different titles and levels of seniority, across six countries in different languages. The results were game changing.

“Further’s response to the brief was excellent. We achieved complete buy-in from the employees that took part, who felt that it was great to be part of something that could really shape our overall direction. It was empowering and people felt valued. We were amazed at the level of insight we achieved in a week with the online communities. My team is really well versed in digital research with consumers, but we had never considered that approach for employee research. Further opened our eyes to new ways of researching our staff. They are a fantastic team to work with.”
Paul Nesbitt, Head of Audience Research, Condé Nast International
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