Branding, Marketing, Communications

	STRATEGY CONFERENCE
	BRIEF	A leading global player in the public transport industry wanted a new format for its annual conference.
	APPROACH	We wrote a structure that brought together the senior management and divided them into teams to investigate the major issues facing the company and its sector. Our format brought in the latest thinking from outside experts in areas such as HR, brand & marketing, operations and technology. By working as teams on briefs, they developed and prioritised strategies on how to address their problems over the short and long term. An interesting area were the contradictions in areas like safety & service, pay, growth & brand. Our conference made the management team from board level down face such issues head on.
	RESULTS	The awareness of the contradictions between interest areas was increased and action plans created to address such issues over given time-frames. Various plans were then implemented across the group. A brand development group was also formed, including board members. The company has now become the UK’s largest public transport since the conference.