Burson-Marsteller

Aller: putting employees in the driving seat

Client work • 9th June 2010

Client

Aller

Problem

How to keep it fresh after years of success for this Nordic magazine giant? The CEO needed to reorganise the company to focus on new business areas and engage all employees, not just top management.

Solution

New Drive 2010 – Burson-Marsteller led the development and implementation of this initiative based on stakeholder interviews and methodologies on what would work best. Together, we secured the commitment of managers, leveraged this commitment up to the launch of the new strategy, managed launch day itself, and helped drive change across all the entire employee base. The initiative also included creative workshops and an internal competition for employees to express the new strategy with films, digital products, magazines, paintings and collages in assessing how well they had understood the company’s new direction.

Results

1. All 650 employees engaged, with a new strategy in place that meets the demands of a changing media market
2. 98.3% employee satisfaction with the process up to and including launch day
3. Measured improvement in collaboration between managers across the business units
4. Initiative featured in all leading Danish business media
5. One happy client

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