Bringing a global strategy ‘home’

In 2019, Aon was well on its way operationally to becoming ‘Aon United’ with the migration of legacy names to a single Aon UK brand. However, some siloed structures and attitudes made developing a consistent, discernible and differentiating Aon UK culture harder to achieve.

The Aon United concept had been developed at a global level (originated in the USA) and evidenced with proof points and storytelling that did not feel ‘close enough to home’ to resonate with local UK colleagues. In addition, the existence of several branded strategic initiatives and the interdependency of these concepts could be confusing.

Brand Insiders were invited to gather insight from across the AON UK business and develop an expression of its global strategy that would ‘land’ successfully with the AON UK community.. Through the development of
a cultural narrative, succinct themes and flexible messaging we created a framework and ideation for activation that would inspire and embed a consolidated cultural identity and colleague experience. Our research scope included focus groups, interviews and an immersive workshop and our output, a succinct cultural narrative, three consolidated and simplified themes to cut straight to what people need to know, and a messaging matrix to help communications resonate with those this initiative is intended to inspire.

Thanks so much to Madeleine and Jo for inviting us to be part of this project and making working on it so enjoyable.