Sector: Financial services; Insurance

Services:

• Purpose: Role of business in society; Narrative; Values

• Strategic communications: Senior counsel; Corporate affairs;

Initially appointed to support the new Chairman with the confirmation and appointment of a new CEO, our involvement expanded as we informed the development of the new group strategy, laid out how Corporate Affairs could best support, and led the function on delivery.

We found a firm lacking in confidence and struggling to tell a coherent and positive story about itself and why it existed. This meant that all stakeholders, especially investors, questioned the long-term prospects of the firm.

Thinking about reputation in a strategic way, through the lens of issues and stakeholders, we helped the new CEO and the firm find their voice and confidence to articulate a new clear narrative.  Something they could tell consistently with pride about who and what they are.

We then began the shift to a constantly campaigning mindset. Critical to this new strategy was delivery, proof points, reasons to believe, hope. Internally and externally. Why this time it would be different; layering those proof points on to each other.  Alongside this was a new set of values, a rebranding and relaunch of the firm and a new ESG framework and ambitious net zero commitment.

Reputations are grown (or denude) incrementally and the outcome was an improving one vs its peers, with all stakeholder groups more optimistic about the firm.  Their confidence was back.