Culture change portfolio
Brand alignment and employee comms
Brands succeed when your people understand how the brand works, where it’s going, why it exists and the part they play in its success. And campaigns succeed when people know how to support the initiative, why its important and know what to say when customers, volunteers or supporters ask about it. It also tends to bring people together. Alignment is a vital, but often forgotten part of any integrated plan.
I was contracted for 2 years to raise the creative profile of a leading culture change consultancy and to build the creative department. My work helped win 7 awards for the consultancy in yr1 which helped put them on the map. I also built them a high performing creative department from the ground up and mentored a designer to take over as the lead when my contract was up.
Culture change clients included The National Trust, NHS, Shelter, Welcome Break, DK Books, Superdrug, AXA Sunlife, Cafe Rouge. highlights include the multi award winning Fitness First Program to reduce member churn and increase engagement and the Lastminute.com event design and launch of new values and company vision. Work included: articulating vision and values; EVP; recruitment campaigns in all channels including film, press, outdoor and digital; event design; workshop design; onboarding toolkits; recruitment websites; reward and recognition programme design.
Lastminute.com: Launching a new strategy to the business
Lastminute.com see themselves as a tech company who deliver great holidays and experiences. Their new vision of a more connected world was to be launched at an event in Ibiza to which all managers were invited. The campaign was to first to bring this to life while inviting employees to the event, the second stage was to deliver the event and workshops that would embed the new strategy.
For the invite, how better than to bring the event to them: to signal the new tech focus I used google cardboard and 360 street views of the venue and hotspots in Ibiza. Delegates could explore the town, and the hotel they would be staying in. QR codes took them directly there. The cardboard invite was sent out as a mailer.
Video to promote event and at event
Posters and social cards
The event
For the event I created the video above as an intro, conceiving, scripting, interviewing the CEO and directing the shoot. I then delivered Employee Value Proposition activities and workshop materials to embed the new vision, and ensure the message that employees ‘make great things happen’, was understood and that managers could then take this back and pass it on to their teams.
Fitness First: a new focus on customer needs
Fitness First has over 950,000 members in 16 different countries and needed to counter disruption from smaller gyms.
This campaign is the balance of internal and external alignment. Customer retention in the gym world is a big issue and the gym’s greatest asset are the people and trainers on hand to support a customer, and deliver a progessive gym experience.
As the creative strategist I was involved in articulating the segmentation program to think differently about gym users, then as a creative director in rolling it out to all staff to enable more tailored experiences. We identified and fleshed out 6 different ‘types’ promoting this internally to fitness trainers, and externally to customers.
My question was, are they ‘Gym bold, or Gym daunted?’
Script and storyboard for the film. Beautifully put together by others.
I was involved in developing a global member segmentation to enable staff to attract, serve and retain their most valuable members. We identified different segments and were able to show them how to tailor their approach accordingly.
Award winning work. Across UK trial clubs since launch we have seen significant improvement in Member Satisfaction and 20% reduction in Member Cancellations.
Key frames from launch film
Shelter: launching a new strategy
Dragonfish: As shelter approached it’s 50 year anniversary, a new strategy to engage audiences more deeply, and to take a more integrated, holistic view of them was developed between Shelter and the culture change consultancy. Cash donors might not want to be just cash donors, regular givers might also want to seek advice, and service users may want to fundraise or campaign. It was a strategy to break down silos and embrace blending of brand and fundraising. My role was to script the strategy to be delivered in a film for internal audiences to inspire them, and put together the materials needed to launch and embed the new strategy.
AXA SunLife: a period of change and a new vision
Dragonfish: AXA Sunlife, were entering into a period of change and they needed staff to ‘get onboard.’ Things were going to be tough and the road ahead was going to be difficult but change would pay dividends.
The approach was to work with heads of all departments to design a new vision and values and then to launch these and embed them using brand ambassadors and an all company event, with guest speakers and workshops. The theme of the campaign was ‘Adventurers Wanted’ – following the famous Shackleton ad which promised hardship and reward. A strong creative idea to throw down the gauntlet got people excited, clearly explained the problem and gave them something to get behind and to take on the challenge.
As Creative Director of the culture Agency Dragonfish, I delivered the creative strategy and creative concept to help them build a values-driven, high-performance culture to get their organisation and people ready to deliver their new strategy.
Canada Life: preparing for a merger
Daisy: Ahead of the merger, Canada Life needed to make sure everyone was on board with the organisations vision and values. This campaign rolled out across all UK offices to make the brand values meaningful to every team, demonstrating how they align with each team’s objectives, laddering up to the overall brand direction of ‘better futures.’ Every team has a vital role to play in success and this campaign was the result of in-depth interviews with heads of departments and team members.
Cafe Rouge: Recruitment and EVP
Dragonfish: Employee Value Proposition and recruitment campaign for Cafe Rouge. The idea was to capture Parisian cafe culture cool – so what better, than to recreate classic mages by Irvin Penn, but with employees. My art direction with photographer Gareth Gatrell.
Superdrug: Launch and Recruitment
Dragonfish: Series of ads launching the new ‘Nail Bar’ in stores. Featured is a recruitment ad.
