YELL
TRANSFORMING A BUSINESS FROM THE INSIDE OUT.
We produced a booklet to launch the strategy.
In a very aggressive marketplace, Yell needed to reassert itself and attack its new competition head on. The challenge for Dave was to make the change interesting and exciting for staff rather than threatening and frightening.
Dave developed the idea of ‘A New Era for Yell’. This was a way to frame
change in a positive light for staff. It helped employees understand the need
to look forward, not backwards.
This new approach created a positive buzz in the business and started to counter the cynicism and negativity that had been building. Dave created a fresh and highly visible campaign that brought the Fast, Focused, Effective mantra for all Yell people.
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