Imperial Brands: next generation communications - Black Sun Global

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Imperial Brands

Next generation communications

Creating better communications

Imperial Brands has a purpose to create something better for the world’s smokers with a growing portfolio of next generation products, supported by established tobacco products. Black Sun has been a corporate communications partner of Imperial Brands for the last ten years, supporting on a broad range of strategic communications projects.

  • Annual Report
  • Corporate Website and country sites on our Connect platform
  • Social media consultancy
  • Film & animation
  • Sustainability communications
  • Policy documents
  • Fact sheets
  • Corporate branding


A suite of Corporate Reports

We work closely with Imperial Brands to design and produce its Annual Report – from content consultancy and best practice recommendations, to design, production and print management.

In a year of transition for the business, this year's Annual Report provided stakeholders with an update on performance, strategy and detail on its commitment to sustainability. With a tough regulatory environment, we included a Q&A with Chief Development Officer around the regulations on next generation products and Imperial Brand’s response.

We also worked with Imperial Brands to include more detail on its engagement with stakeholder groups, with a dynamic spread in the strategic report on stakeholder groups and engagement activities. The corporate governance report included case studies on how stakeholder groups were considered in key decision making.

To extend the story, we developed a one-page online annual report, which housed key content from the report in an accessible format. We also supported Imperial Brands with content mapping, updating content across the full corporate website to ensure consistency.

Finally, we developed a social media calendar in the lead up to publication of the report, and produced engaging assets and animation to reach more stakeholders and drive them back to the annual report.

A best practice corporate website

We designed and developed the corporate website, ensuring a consistent Imperial Brands experience across the website and Report. Using our best practice expertise, we also ensured a high quality user experience that has resulted in greater engagement with the website.

More recently we worked closely with the sustainability team to re-structure the sustainability content on the site to clearly communicate the approach to sustainability and key ESG issues.

We have also worked with the team to consult and develop an enhanced careers section of the website to highlight the EVP, increase awareness and promote careers at Imperial Brands.

Extending the story across the globe

We are also working with several of the markets in which Imperial Brands operates to produce branded Imperial Brands country websites – and have most recently launched Imperial Brands Japan. 

Reaching audiences through social media

We also work closely with Imperial Brands on its approach to social media, supporting the development and production of the content, asset creation, the monthly analytics and performance measurement and ongoing social media consultancy.