AXA - A vision for marketing
Engaging the whole team
Accrue was asked to take on a major project to help AXA's Marketing team. The project focused on engaging their people around a vision for marketing - a vision that would unite and inspire people internally.
This video clip was part of a series recorded during the program and played back to all employees to share the journey.
The Challenge
Marketers are by nature cynical, demanding, highly competitive but above all had seen and done everything before. So trying to find something that would unite and not divide, that would gain their respect but also ignite their thinking, would be the biggest challenge for anyone coming in from the outside.
The Solution
We developed a comprehensive program that involved:
- An open day - for all employees to learn about the program within an informal atmosphere
- Creating a oxygen team - the core team picked from across the organisation to breathe life into the project
- Dream catching - activities that draw on our subconscious
- Metaphorical thinking - which include visits to movies from which to draw similarities
- Role play - to discover people's real passion
- Presentations to the steering team - which created moments of intense pressure
Our Work
The result of this work culminated in an away day for the whole team. Here they reviewed the concepts using workmats and then refined the ideas, from which they ultimately selected their preferred route.
This culminated in a concept that the employees felt they owned, had created and that everyone had been involved in.
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