An $11b leading provider of electronic commerce and payment solutions for businesses worldwide required a new brand and message platform following the spin-off of one of its largest business units.

The CEO and the Executive Management Team engaged our firm to define the new brand, create a campaign to engage its workforce, unify the corporation’s mission and vision and develop a comprehensive communications program for external stakeholders.

Approach/Solution

Working with the Executive Management Team and the internal Corporate Communications group, we developed a new message platform and single, global “story” to articulate the company’s mission, vision and values. Next, we developed a comprehensive program to roll-out the new messaging which included:

  • An integrated employee engagement program and campaign targeted to the company’s 39,000 employees in 40 countries
  • The campaign included executive and management briefings, a case-bound book, pocket guide, and CD with videos, presentations and downloadable posters
  • The materials were produced in six languages and launched worldwide on the same day
  • A “Storytelling” approach reinforced the new brand, and encouraged employees to add to the story by sharing their successes and defining their “role” in the future company
  • A messaging framework for all internal and external communications globally
Key Outcome/Key Data

This effort resulted in the following successful outcomes:

  • Successful launch of the campaign on the day of the spin-off and IPO, orchestrating delivery across multiple time zones to employees worldwide
  • New, updated messaging leveraged with financial analysts, media and clients to promote consistent and unified marketing positioning for the company post-spin
  • Corporate-wide employee workshops held with local management to adapt the “Story” to the unique business requirements and culture of the location.
Key Takeaway