Zurich Financial Services
Integrated communication planning
The Zurich Group had grown through a series of mergers of insurance-related businesses stretching across the globe and emerged as a forerunner in the field of insurance.
Creating the brand was, as is always the case, more than simply designing an identity and applying it consistently across the world. Significantly associated with the growth of the brand was the implementation of The Zurich Way which brought common processes, shared values and a single mindset to the organization to help customers receive service in a consistent, efficient manner: The Zurich Way.
‘The Zurich Way’ became the language that enveloped both the philosophy and the practice of creating shared processes, approaches and disciplines across the Group.
The Zurich Way drove change in all areas of the Group’s activity, not least communication. To continue to support the brand and to ensure maximum value was derived from the Group’s communication resource, the global communication team created, with help from Engage for Change, an integrated, global communication planning framework for both internal and external communication.
The approach required key executives to be part of the communication planning cycle, supported a platform of partnership between communicators and business areas through regular, but not-too-frequent, review and shared planning procedures. It ensured that key messages throughout the Group were well communicated and effectively supported whenever they need to make an impact.
A consequence of the integrated planning approach was a strengthening of relationships between communicators throughout the global Group, and greater proximity between communications planning and the reality of business need.
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