Magazine article Marketing

Marketing Society Awards for Excellence 2005: Internal Marketing

Magazine article Marketing

Marketing Society Awards for Excellence 2005: Internal Marketing

Article excerpt

WINNER Client: Microsoft UK Agency: Creative Direction  COMMENDED Client: British Gas Agency: In-house 

Microsoft decided that it wanted to concern itself not only with new technologies but also its identity as an company, and how it managed its business internally.

To this end, it evolved its existing company values to embrace six primary attributes: passion, respect, accountability, integrity, self-criticism and eagerness.

The roll-out strategy to ensure this ethos was communicated to employees was defined in three stages. First, there was a campaign across the UK to generate positive feeling about the project. Second, a series of roadshows was held around the firm's UK offices to discuss the core values in depth. Third, a compulsory education programme was introduced to ensure all staff understood the proposition.

The creative for the 'Office values' campaign centred on the David Brent character from BBC sitcom The Office.

The humour of the character was used as an effective foil for the message Microsoft was trying to convey, attracting employees to the project.

Buoyed by the involvement of Ricky Gervais, creator of The Office, a special 15-minute video of the sitcom was filmed, centred on the 'Office values' philosophy. …

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