When DHL Express asked us to help them reconnect and refocus their global workforce of 100,000 employees in 220 countries, we recognised the huge commercial value of a truly inspired global unit – and we had to THINK MAVERICK to get it right.
Applying key strategic insights from our experience to drive a true cultural change, we needed to motivate the workforce and move the focus from domestic to international trade. So, we positioned DHL CIS as ‘International Specialists’, developing an engagement strategy of core values – built around behaviours true to their original success – and aligning the global internal culture with DHL’s brand beliefs.
Creatively executed and globally delivered, helping the business go from a 1.1billion loss to 1.4 billion EBIT and growing. The program continues to expand and drive value more than a decade since launch. Encompassing rich, interactive experiences and learning with multi-channel communications and cutting-edge technology, it is able to reach – and inspire – a globally diverse workforce.