PRWeek Global Awards Winners 2019: Employee Communications

The winner of this year's Employee Communications award is Axis Capital's Tomorrow Matters Today, with agency support from Ketchum, Daggerwing, and Brilliant Ink.

Bermuda-based global insurer Axis Capital had a tumultuous 2017, recording a big loss due in large part to a series of natural disasters. This took place just as Axis completed a major European acquisition, and was preparing an internal transformation plan.

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The team found that Axis needed to more clearly communicate its strategy to employees, and that its comms had been viewed as too ‘US-centric.' Internal comms campaign Tomorrow Matters Today was launched in partnership with HR, with the core idea: "Making tough but necessary decisions today would ensure a better tomorrow for Axis and its stakeholders, particularly its employees."

The CEO's new five-year goals were announced through the campaign, which included 'Unfiltered' global Q&A sessions in which no questions were off limits, town hall-style meetings with executives and local change management workshops. A global team of internal Ambassadors was recruited to help communicate concerns to management, and news to employees, while internal and social channels highlighted employee success stories.

Average open rates and read times (80 per cent and four minutes, respectively) for internal newsletters exceeded industry benchmarks, and internal research showed improved confidence and understanding of Axis' strategy.

Judge's comment:

Nicely done, a very good case study with excellent results

Highly Commended:

PVH20 Campaign 

PVH Corp. (New York)

The owner of a range of clothing brands including Calvin Klein and Speedo, in 2018 PVH entered into a partnership with the World Wildlife Fund. It developed the PVH2O campaign, encouraging staff to win prizes by showing its commitment to water preservation at work and at home. More than 2,500 of PVH's global staff took part and many more viewed campaign material.

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