Read how internal communication changes the conversation and drives action

Pride-inducing customer messages reflect the essence of WTW
STARTING POINT

• Aha moment of storytelling at an art museum
• Office renovation sparks a desire to do something new and different
• Inspired by (GC’s) signage ads in CPH Airport, a desire to create something cool
• Part of a global company, so many guidelines and standards from HQ

CHALLENGE

• Collective feeling of many limitations in communication
• Several offices in Denmark (hence pilot in Nærum)
• Many opinions on communication because it is less fact-based
• Use of internal functions versus external consultants
• The target audience is customers, partners, and employees in WTW

PROCESS

• Kickoff with the process, objectives, supporting evidence, empirical data, etc.
• Deep Dive (image analysis, customer satisfaction survey, engagement survey, company presentations, WTW design manual, etc.)
• Interviews with the executive team, P/L managers, PR, Communication etc.
• Drafting of raw texts and selection of photos
• Condensation and refinement of texts in Co-Labs with the WTW team
• Two approval rounds with the sponsor and steering committee
• Final reporting, approval, and formatting in WTW templates

RESULTS

• WTW’s key customer messages translated into what the reader should think
• ‘Outside-in’ questions on the signs create dialogue and action
• Selected to address prejudices, reservations, ignorance, opinions, etc.
• Targeted at WTW as a company, as well as Pension and Insurance, which are three distinct categories
• A total of approximately 20 messages translated into Danish and English to fit the target audience

TIPPING POINTS

• Clear expectation alignment at each phase of the process
• Accept on methodology and purpose so that everyone sees the value
• Evidence- and empirically-based approach regarding language, photos etc.