Portfolio

Scotia Bank

Speaking clearly and making sense

Canadian Scotia Bank wanted to boost levels of employee engagement amongst its London-based staff, but most of their internal communications material (which originated in Toronto) was too Canada-centric. With creative executions failing to resonate with UK audiences, they needed an identity for London that would create a real sense of ‘being valued’.

The solution

Our response was to run a communications programme alongside the annual staff survey. We promoted the survey locally through a multimedia teaser campaign called “Viewpoint London”, and staff were sent a video featuring interviews with UK colleagues encouraging them to ‘tell us what you think’. And they certainly did.

The result

The uplift of more than 20% in survey participation – to 97% of staff – speaks for itself. Our newly branded communications materials were well received and two more videos were produced to announce the survey findings and launch a flexible benefits package. This package was a direct result of the survey, which reinforced our first campaign message that “change can only happen from within”.