Barclays

When they approached us, Barclays already had a tone of voice that they’d been using for a year. But our challenge was how to give the project push – how to get the tone of voice to stick.

So we came up with ways to get it working harder around the business. We needed to re-energise the people who’d been on the training a while ago, and to reach those who hadn’t yet heard about it. We proposed a combination of airstrike and ninja insertion – leadership from the top, plus communications and exciting projects from below.

Tone of voice roll-out