Launching a new business function

  • Challenge

    A new state-of-the art service for smaller business customers

  • Internal comms approach

    Sensitive communications to engage new and existing employees

  • External comms

    Support for external media coverage to attract new talent


narrative_keypointTo communicate plans for a new state-of-the art service for smaller business customers for an insurance intermediary. Connecting this with the existing Broking division would help meet growth ambitions, and ensure a smooth transition for both its customers and people.


A range of communications to inform employees (those at risk and the wider population) about plans, options, timing and personal impact.

  • We worked closely with the programme team to develop a range of communications and announcements around the intentions
  • Launched a dedicated microsite for impacted employees and regular updates from senior management around the changes
  • External recruitment (press & social media) in the build-up to the official opening of site, featuring new employees
  • As the programme continued, we interviewed key business figures and developed a narrative so that senior leaders could tell the story in a compelling and consistent way


We helped senior leaders provide clarity around the planned changes and the rationale for change including:

  • support and regular communication with affected employees (through local management teams#
  • emphasised the importance of engaging employees in the new function by celebrating successes in a sensitive way by focusing on customer stories and generating a positive flow of news stories