A thorough review of the competitive landscape, coupled with strategic input, preceded the research and content creation phases. This important up-front strategy work enabled Siemens to identify a distinct angle for the campaign and develop messaging around a fresh and novel idea.
The research itself reveals how infrastructure stakeholders view the immediate and longer-term future of our built environment and energy systems. The findings provide fresh perspectives on how our infrastructure will be reshaped by the global pandemic, a new era of digitalisation and the urgent need to decarbonise.
These quantitative findings are backed by a series of interviews with individuals representing big names in business and infrastructure: Wayne Butcher, Director at Grant Thornton; Steven Velegrinis, Director of Ecological & Landscape Urbanism at AECOM; Kerstin Sailer, co-founder of Brainybirdz and Professor of Sociology of Architecture at UCL; Matthias Rebellius, CEO of Siemens Smart Infrastructure; and others. These first-hand perspectives helped to ensure the content and insight was grounded in real-world experience and were developed into compelling narratives that form a large part of the final, published content.