Wikimedia Foundation

Shaping the role of marketing in the world’s most important knowledge organisation

Challenge

The Wikimedia Foundation is the organisation behind Wikipedia – the backbone of the internet’s knowledge, and a key foundation stone of generative AI. Marketing itself has rarely been the organisation’s top priority, but is increasingly essential in a world of misinformation and misunderstanding.

Solution

We worked with the full marketing and communications department to create a refreshed story, structure, process and plan for marketing, to support Wikimedia’s essential role in the information ecosystem. Across several months, we used knowledge-gathering, synthesis and workshopping to create an aligned plan for marketing at the Wikimedia Foundation.

Impact

This process gave the team essential tools to help them progress as a team – enhancing departmental integration, role clarity, and collaboration processes along the way. With a shared story, they’ve been ready to collaborate and communicate effectively – and to safeguard the role and reputation of Wikipedia in a hostile and fast-changing information environment.