
POST-MERGER ENGAGEMENT COMMUNICATIONS
MANDATE:
An acquisition by WPP Group left employees of Y&R—an independent advertising agency—feeling anxious and unsure about the strategy and future of their company. Departures of talented employees led to a general malaise that affected the staff worldwide. The CEO needed to quickly engage and focus the employees on the new business strategy.
CHALLENGE:
Employees of Y&R were extremely devoted to their independent and succesful brand. Acquisition by a large, global conglomerate left staffers feeling fearful, unappreciated and undervalued. They were skeptical about management assurances regarding the new operations model, and the future of Y&R.
SOLUTION:
We worked with the CEO and Global Communications Director to develop a strategy for reducing employee anxieties around the acqusition and engaging the workforce to remain focused on providing excellent client service and winning new accounts. Here’s what we did:
Got Inside the Employees’ Heads
- met with CEO and department heads for “leadership views” on operational issues
- conducted brief, multi-lingual online survey of global staff to assess post-merger attitudes
- worked with WPP Group HR executives to understand the business integration plans
- presented research findings with Y&R Global Operating Committee
Developed an Integrated Communication Plan
- identified key areas of employee concerns and worked with CEO to formulate responses
- produced CEO newsletter, “Straight Talk,” to directly address concerns, action plans
- provided online Q&A for employees on key issues
- held Town Hall Meetings for staff to air grievances, ask questions and “get connected”
RESULTS:
- employees appreciated perception survey and communication efforts by leadership
- staff and client attrition slowed and sales teams have been increasingly winning new business
- management illustrated how link to WPP complemented Y&R’s creative and award-winning heritage
- “Straight Talk” was well-received and had become communication vehicle of choice by Y&R leadership