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Internal Communications
WINNER
Brand 2010
ITV
To redefine its brand, products and services for the digital age and bring its post-merger, 'One ITV', mantra to life for a disparate workforce, ITV made use of what it does best - television.
Stop the World, I want to get off was shown to managers to demonstrate the public's view of ITV. A further programme was then used to define the new ITV brand as 'TV to talk about'.
To implement this new vision, the company revamped its intranet and carried out a series of employee workshops using footage to illustrate each of the broadcaster's channel identities. Film was further used to explain 'It's a digital world' and deliver an introduction to the new brand from CEO Charles Allen.
As a result of the programmes, more than three quarters of the workforce felt 'well' or 'very well' informed about the new brand and its values, while 87 per cent said they were better able to find out what was going on across ITV.
HIGHLY COMMENDED
re:locate
Home Retail Group - Homebase
Argos Retail Group, formed following retail giant GUS's acquisition of DIY retailer Homebase, persuaded 48 per cent of 500 targeted employees to relocate from Surrey to Milton Keynes.
This was 28 per cent higher than expected, achieved through a DVD presented by Phil and Kirsty from Channel 4's Location, Location, Location.
There was also liaison with the local MP, education authority and estate agents, orientation visits, a buddy scheme and e-newsletter.
The project was completed four and a half months ahead of schedule.
HIGHLY COMMENDED
Two-Six
Royal Navy
CTN Communications
Following cutbacks to its fleets, the Royal Navy needed to boost morale and retention levels of key personnel. A DVD-led internal comms programme addressed the main issues the service faced.
Tackling topics such as rates of pay, feedback validated the project's stance, with 62 per cent of respondents believing that Two-Six - the navy term for pulling together and title of the DVD - was 'open and honest'.
Four-fifths of respondents said they now felt 'very well informed'.
FINALIST
BUPA: The Big Picture
BUPA
