Barclays: Mission 360 fresh

Supporting Barclays with the largest change in the last 100 years.

We recently partnered with Barclays on one of the most significant colleague changes in recent years. A restructure meant that a variety of customer facing divisions were transitioning to be one team under a new identity. This change involved 20,000 colleague so our task was to support the team at Barclays on the change transformation communications and engagement to ensure we galvanised these colleagues as one team to work closer together and enhance the customer experience.

Finding the answers

As with any large change, it was imperative to put the colleague experience at the heart of what is communicated in order for the message to land successfully across an organisation.  We therefore recommended and planned in a significant amount of insight and strategy work to identify the key opportunities to help the in-house teams develop solutions to target these factors. This included conducting focus groups with over 100 colleagues across the different areas of the business that will be brought together under this new identity. This strategic work aimed to gain a thorough understanding of the colleagues’ current understanding of the business strategy they worked within as well as gathering feedback on current internal comms initiatives and channels. We then produced a detail report to ensure the creative comms activation achieved their objectives and created a real step change in the way they moved forward under this new team and identity.

Providing the Tools

Following on from this insight work, we supported the internal Barclays team on producing the creative activation ideas and solutions for launching the new identity across the business. To ensure the ideas didn’t get mis-communicated and the insight led approach was consistent, we produced a variety of presentation decks to communicate and sell this activation plan in across the senior leaders of the business up to ExCo level. 

We also suggested how the internal comms could look and helped the teams visualise their ideas before getting the sign off to go ahead and execute the internal comms campaign.

Joined-up thinking

Insight, strategy, creative, events, experiential, digital, design, film, content and logistics.