Raising profiles, setting standards

|

Blackwood has been working with the EBRD’s specialist Trade Finance team since 2011, raising their profile and highlighting their important work via Trade Exchange magazine. In that time, this externally facing magazine has set the standard for similar communications in the commercial market.

Brief

The EBRD’s Trade Facilitation Programme (TFP) promotes foreign trade to, from and between, the EBRD’s countries of operation, and trains bankers in the skills they need to facilitate these trade arrangements. In 2011 the Trade Finance team, which runs the programme, approached Blackwood to produce a new magazine format that could be used to grow awareness of the programme across Europe and beyond. They wanted a physical product that would showcase everything they do and give their programme an identity and energy.

Solution

We designed and launched the ground-breaking TFP Magazine, the first externally facing magazine produced by the EBRD. We worked closely with the Bank’s own internal editors to source photography and content, drawing upon our publishing and editorial expertise to produce a structure and look and feel for the magazine as well as ideas for content, infographics and illustrations. Our focus was always on getting the most value from the content and enhancing the reader’s experience – all while working within the EBRD’s existing brand guidelines.

Got them and they look AMAZING. You guys are brilliant: it gets better and better with every issue – so impressed!

Kamola Makhmudova, Senior Banker, EBRD Financial Institutions

The result, when the magazine was launched in December 2011, was an extremely informative and professional, high end communication – appropriate for the international, specialist audience. Trade Exchange has since gone from strength to strength with each issue. At least 1,000 copies are printed each time and distributed globally to senior stakeholders in hundreds of banks worldwide as well as decision makers in governments, treasuries, development agencies and think tanks.

Impact

We produce Trade Exchange magazine twice a year and are pleased to say that it has set the standard and is now recognised as the market leader within the development sector. As well as raising the profile of the EBRD’s Trade Finance Programme, the magazine enables the team running the programme to enhance understanding of all aspects of international trade deals and forge new economic links between countries and territories.

We were recently delighted to learn that we’ll be continuing to work on Trade Exchange until at least 2018. We look forward to helping the Trade Finance Programme to go from strength to strength with the support of this important and well respected publication.

|