ING Commercial Bank

The 3 year plan to live the brand

The brief

Develop an engaging, three year internal comms program for this multinational banking and financial services corporation in Amsterdam.

Conduct a regional specific audit to help inform the best channels and tone of voice.

Consider how a staggered messaging platform can best prepare employees and encourage them to contribute to the company.

Ensure employees are engaged with the program of change during the course of the three years.

What we did

Stakeholder interviews across Belgium, Netherlands and C&EE.

Comms platform creation based around the big idea of ‘Fitter, Focused, Further’.

Internal audience segmentation.

Specific comms applications tailored to these audiences.

Delivery of multiple templates and collateral across: print, digital and environment.

The outcome

The ‘Fitter, Focused, Further’ campaign became an award winning best in class example of employee engagement.

The simple yet memorable messaging idea was design to be flexible and simple to use. It could be rolled out across the organisation in a smart and efficient manner.

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