Kellogg’s needed to embed a new way of working as part of moving to a revised structure across Europe, Middle East and Russia.
The goal was to provide content and materials to support local leadership teams to engage in a process and dialogue as they worked towards this.
The Message Partnership developed a range of simultaneous experiences into a themed journey that could be built into local activity plans. These journeys were undertaken in parallel across the separate teams but with each team working through the activities within them in a locally relevant way. The programme was themed as an airline journey with the key activities visualised as destinations to be travelled to. Each local team worked through the activities with a “Passport2Success” being electronically stamped with a watermark for each successful stage of the change journey being accomplished. The electronic passport also had space for teams to upload observations, insight and thoughts and to make notes of specific successes along the journey.
The new way of working is enabling Kellogg's to keep pace with the on-going change in channel, category, consumer and shopper needs.