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Management Board Minutes

Title:

TNA Management Board

Date of Meeting:

29 September 2009

Location:

The National Archives - Kew

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Present:

Natalie Ceeney (NC- Chair for Items 1,2,4 and 5), Trevor Spires (TS - Chair for Item 3), Mark Addison (MA), Bronwen Curtis (BC), Jeff James (JJ), Oliver Morley (OM), Caroline Ottaway-Searle (CoS), Carol Tullo (CT), David Thomas (DLT), Lola Young (LY), Peter Brooker (PB Item 4), Udey Chowdhury (UC Item 5), Liz Lovell (Minutes EL).

Apologies:

Terry Noys (TN).

3.

The National Archives Brand - presentation and discussion

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

3.10

3.11

3.12

3.13

3.14

3.15

In opening the Board debate on The National Archives brand review, OM gave a presentation on Jenny Cottle's (Senior Marketing Manager) work to:

  • Review, from a marketing perspective, all brands currently used for targeting wider government and general public use.

  • Clarify and aim to establish a coherent TNA brand positioning for all audiences.

The Board agreed with the overall ambition to establish TNA as a single unified brand - one that fully supports the strategic direction and values of the whole organisation, maximises the potential opportunities that have been gained through merger, and reinforces the role of The National Archives as a world leader.

Reviewing the research, the Board agreed that the current use of multiple brands, logos and names for our communication, while offering some advantages, is presenting a confusing view of The National Archives to staff, government and public.

The current messaging approach presents a low overall ambition to our stakeholders, as it is both fragmented and diluted.

OM went on to assure the Board that, having taken legal advice from the Ministry of Justice:

  • The organisation's statutory obligations are not a legal impediment to establishing a single TNA brand identity for presentation purposes.

  • When it is necessary to recognise the organisation's statutory body/regulatory authority and legal entity, a sign-off by someone using the appropriate official title, and a standard script under one TNA branded letterhead would suffice.

The Board agreed that the position going forward, should be unambiguous. The distinction between The National Archives' legal entity and brand identity must be clearly implemented across the organisation.

The Board went on to acknowledge that any brand transition, particularly for the highly active public sector information (PSI) community, would need to be managed and communicated carefully.

It was important to ensure that the integrity of the OPSI regulatory and policy role remains intact through this transition.

All therefore agreed that, while it was important to embed a coherent single message across the organisation, transitioning to a single brand and family was the best first step.

The Board went on to consider the proposed action plan to fully implement changes to a single brand and family by end March 2010, with the eventual move to a single brand by 2011.

The timescale for delivery was approved with all Directors agreeing that the timescale would be achievable.

DLT to address outstanding issues around Petty France email addresses to ease implementation, including a rapid change of the email address.

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The National Archives

Agenda Item MB