Campaign: Second Opinion

Nick Wright, director at Fishburn Hedges, heads its internal communications practice.

Communicating to staff in the financial services arena is always a challenge. The subject matter does not usually lend itself to a creative and inspiring campaign. But all credit must go to RSA finance director George Culmer for committing to a worldwide internal comms programme.

The decision to have face-to-face communication was appropriate, and credit is due for achieving so much in a very short timescale. Ideally one would have spent longer quantifying the objectives, researching audience needs and possibly investigating more interesting venues, but clearly pragmatism must rule in cases like this.

The content provided an excellent mix of team-building activities and strategy presentations for the finance department. But I question the need to hold separate events and provide no opportunity for interaction between finance staff and worldwide leaders. 'Them at head office' invariably get a bad press, and some kind of session to exchange issues, practices and ideas would have paid dividends.

The challenge now is to maintain the momentum and encourage real action.

Measurement will need to focus on day-to-day business delivery rather than simply the outputs of specific exercises.

Creativity: 3

Delivery: 4


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