--- title: "EP#37: The year of marketing" description: GREAT is the government’s most ambitious international campaign ever run, uniting the efforts of both public and private sectors to generate jobs and growth for Britain image: https://blog.govcommsinstitute.com/hubfs/GovComms-Facebook-Banner-768x432-3.png --- Talk to us [![fb](https://blog.govcommsinstitute.com/hubfs/facebook-brands.svg)](https://www.facebook.com/govcinstitute) [![li](https://blog.govcommsinstitute.com/hubfs/linkedin-brands.svg)](https://www.linkedin.com/company/govcomms-institute) [![tw](https://blog.govcommsinstitute.com/hubfs/twitter-brands.svg)](https://twitter.com/govc_institute) [![in](https://blog.govcommsinstitute.com/hubfs/instagram-brands.svg)](https://www.instagram.com/govcommsinstitute/) [![logo-white](https://blog.govcommsinstitute.com/hs-fs/hubfs/logo-white.png?width=197&height=40&name=logo-white.png "logo-white")](https://contentgroup-19617054.hs-sites.com/home-2) [![GCI Horizontal Logo](https://blog.govcommsinstitute.com/hs-fs/hubfs/GCI%20%20Horizontal%20Logo.png?width=197&name=GCI%20%20Horizontal%20Logo.png "GCI Horizontal Logo")](https://blog.govcommsinstitute.com/podcast/the-year-of-marketing) - [Podcast](https://blog.govcommsinstitute.com/podcast) - [About us](https://www.govcommsinstitute.com/about) - [Contact us](https://www.govcommsinstitute.com/contact) [Back to blog](https://blog.govcommsinstitute.com/podcast) # EP#37: The year of marketing [ Conrad Bird](https://blog.govcommsinstitute.com/podcast/author/conrad-bird)  | Nov 11, 2021 8:56:05 PM [David Pembroke](https://blog.govcommsinstitute.com/podcast/tag/david-pembroke), [UK Government](https://blog.govcommsinstitute.com/podcast/tag/uk-government), [Digital Communication](https://blog.govcommsinstitute.com/podcast/tag/digital-communication), [Conrad Bird](https://blog.govcommsinstitute.com/podcast/tag/conrad-bird) ![](https://blog.govcommsinstitute.com/hubfs/GovComms-Facebook-Banner-768x432-3.png) Conrad Bird is Director of the GREAT Britain campaign. GREAT is the government’s most ambitious international campaign ever run, uniting the efforts of both public and private sectors to generate jobs and growth for Britain. Conrad also leads the UK Government’s Year of Marketing initiative, which aims to inform and prepare communicators across departments. In 2014, Conrad’s role at the Prime Minister’s Office on 10 Dowling St expanded to include responsibility for delivering major cross-government campaigns, and ensuring Government’s spending on communications is efficient and cost-effective. Conrad has also previously worked at the Foreign & Commonwealth Office as Head of Public Diplomacy and Strategic Campaigns; and the Central Office of Information, on issues such as consumer rights and international export. He later joined the Cabinet Office as Director of Strategic Communications. Here, he launched a new approach to Government Communication and was responsible for campaigns to counter terrorism and other societal issues. Prior to his career in government, Conrad spent 18 years in advertising, working with both national and international businesses, and established his own communications consultancy which he ran for 8 years. Discussed in this episode: - Addressing the stigma of government ‘marketing’ - The future of government marketing in the UK: a look at 2025 - A new, UK Government definition for marketing - Why the skills of the modern marketer are needed now more than ever - A new approach to marketing budgets - Catering to a millennial audience - The responsibility of government in thinking ahead - Why it’s good to see an empty office: the importance of curiosity and relationship building --- ###### About the Author Conrad Bird ### On the same subject ### [EP#36: A great campaign](https://blog.govcommsinstitute.com/podcast/a-great-campaign) [Conrad Bird](https://blog.govcommsinstitute.com/podcast/author/conrad-bird) [David Pembroke](https://blog.govcommsinstitute.com/podcast/tag/david-pembroke), [Team Building](https://blog.govcommsinstitute.com/podcast/tag/team-building), [Conrad Bird](https://blog.govcommsinstitute.com/podcast/tag/conrad-bird), [Political campaign communication](https://blog.govcommsinstitute.com/podcast/tag/political-campaign-communication) ### [EP #08: Strengthening internal communication in government](https://blog.govcommsinstitute.com/podcast/strengthening-internal-communication-in-government) [Rita Zounis](https://blog.govcommsinstitute.com/podcast/author/rita-zounis) [Communications](https://blog.govcommsinstitute.com/podcast/tag/communications), [David Pembroke](https://blog.govcommsinstitute.com/podcast/tag/david-pembroke), [Podcasts](https://blog.govcommsinstitute.com/podcast/tag/podcasts), [Rita Zounis](https://blog.govcommsinstitute.com/podcast/tag/rita-zounis), [Team Building](https://blog.govcommsinstitute.com/podcast/tag/team-building) ### [EP #110 Communications through the lends of leaders reports](https://blog.govcommsinstitute.com/podcast/ep-110-communication-leaders-report) [Sean Larkins](https://blog.govcommsinstitute.com/podcast/author/sean-larkins) [Social Media](https://blog.govcommsinstitute.com/podcast/tag/social-media), [COVID 19](https://blog.govcommsinstitute.com/podcast/tag/covid-19), [Leadership](https://blog.govcommsinstitute.com/podcast/tag/leadership), [Podcasts](https://blog.govcommsinstitute.com/podcast/tag/podcasts), [Team collaboration](https://blog.govcommsinstitute.com/podcast/tag/team-collaboration), [Team Building](https://blog.govcommsinstitute.com/podcast/tag/team-building), [user generated content](https://blog.govcommsinstitute.com/podcast/tag/user-generated-content) [![GCI Horizontal Logo](https://blog.govcommsinstitute.com/hs-fs/hubfs/GCI%20%20Horizontal%20Logo.png?width=200&height=41&name=GCI%20%20Horizontal%20Logo.png "GCI Horizontal Logo")](https://blog.govcommsinstitute.com/) A global platform for government communicators. - SITE MAP - [Home](https://www.govcommsinstitute.com) - [About us](https://www.govcommsinstitute.com/about) - [Contact us](https://www.govcommsinstitute.com/contact) - LEGALS - [Privacy Policy](https://www.govcommsinstitute.com/pirivacy-policy) - [Terms & Conditions](https://www.govcommsinstitute.com/terms-and-conditions) - CONTACT US - [+61 2 6273 0232](tel:+61%202%206273%200232) - [govcomms.institute@contentgroup.com.au](mailto:govcomms.institute@contentgroup.com.au) - [Level 3, 2 Mort Street, Canberra, ACT 2601 GPO Box 2381, Canberra, ACT 2601](https://goo.gl/maps/4iAFuvdJ1KbTe28CA) - Copyright © 2020 contentgroup Theme designed by [Markentive](https://www.markentive.com/)