Big Work
A live broadcast initiative that goes far beyond the traditional corporate townhall.
Brief
National Grid is a geographically distributed business with thousands of employees in the UK and US, including many frontline colleagues. This twice-yearly CEO-led colleague broadcast alternates between the two countries; each time we work together as an agency client team to evolve the audience experience. Responding to the viewing data and colleague feedback with new format ideas.
Strategy
We focus on making the broadcast as inclusive as possible. An informal tone puts the audience front and centre and helps the CEO be himself, having very natural conversations and answering colleagues’ questions. We design varied content and bring a cross-section of the leadership team in front of the camera. We offer different ways for people to watch the broadcast, reflecting the needs of a varied audience.
Experience
We alternated broadcast locations between the US and UK, creating an energising live experience that combined big-picture messages with human stories. Local studio audiences, office viewing parties and live interaction with the CEO helped colleagues feel part of the conversation.
Colleague stories, competition winners and a dynamic values ‘totaliser’ brought National Grid’s inclusive culture to life, while trailers built anticipation and an OnDemand option ensured frontline colleagues could take part.
