National Grid

Award-winning thought leadership


As the custodian of the country’s energy network, National Grid UK has a huge role to play in identifying and tackling the critical challenges facing the gas and electricity industry. But how could National Grid use thought leadership to position itself as an authority in this area?

Run jointly between our specialist partner, 44 Digital, and National Grid, thought leadership website Connecting was updated weekly with high-quality, shareable content. Designed to encourage debate, Connecting shared thought leadership from National Grid employees, positioning them as trusted experts in their field. From blogs and bulletins to videos and vox pops, their creative content team produced engaging, forward-thinking, focused material. Delivered through a simple WordPress CMS, the site was a clean, cost-effective platform for a whole range of stakeholders.

In the first week following its launch, National Grid Connecting had an average visit duration of 4 minutes, 14 seconds. After six months, Connecting had received more than 9,500 page views. It was named Best Website at the Institute of Internal Communication (IoIC) Central and National Awards.

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