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Case study: National Grid UK

Multi-channel content for one of the UK’s biggest energy companies

  • Delivering thought leadership for different audiences across digital, print and film.
  • Creating clear and engaging content from complex subject matter.
  • Supporting content with a methodology based on continuous improvement.

National Grid’s purpose is to bring energy to life, which means getting the heat, light and power that customers rely on to their homes and businesses. It also means supporting the communities that the company is part of, which in turn supports the economic growth and sustainability of wider society. The company will play a critical role for future generations. There is enormous change taking place across the energy industry, as more renewable and decentralised generation is introduced. To be relevant in this future, National Grid recognises the importance of playing an active role in helping shape the energy landscape, and debate within the industry.

The company’s voice is a critical part of this ambition, so National Grid hired 44 to produce quality, thought-provoking, multi-channel content for industry experts, consumers, regulators and other stakeholders.


Our content creation, plain English writing, digital development, project and stakeholder management and design expertise has delivered a wide range of different communications.

These include a series of print and digital reports for the company’s stakeholders, innovation videos, public-facing microsites to support special projects and, most notably, Connecting, an external platform that houses regular thought-leadership content.

Connecting is built on a cycle of constant improvement. Continual upgrades provide increasing opportunities for social media integration, interactive polls and public comment.


“Connecting showcases our people as thought leaders, providing insight on topics of interest to the energy industry. Its plain English approach is often the example we show to colleagues looking to publish content. It also provides us with a rich source of content, even allowing us to direct press and media to clear explanations of complex topics that we’ve published. We’ve been able to re-use content for everything from case studies through to an entire guide, to a complex and politically topical subject, which in turn informed external briefings and presentations.”

Editorial Manager – National Grid.
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