Bringing ambition to life

The Result

- Bringing the Risk Narrative to life via multi-language collateral across all internal communications

- Using the Narrative as a tool in employee appraisals, as well as a foundation for developing criteria for recruitment

The Competitive Edge

Helping a highly complex and regulated 'organisation within an organisation', communicate its strategy in a simple but engaging way. Globally.

Deutsche Bank's Risk department is itself an organisation of over 5,000 team members. One of the most significant challenges for Deutsche Bank was regulatory pressure and public scrutiny; these factors often made it difficult to attract and retain quality talent. To meet this challenge, the team felt it should better articulate its ambition, but understood that to have true and widespread adoption it needed to be authentic and created in collaboration with it’s people. A key challenge was the ability to creatively express their ambition within the constraints of regulation.

A series of workshops were run with the 200 strong management tier of the team. The outcome was the foundations of a strategic narrative or 'story' for the risk department to support its ambition and share with it's team members.

The key was that the story being told about the Risk Department and its journey, was told authentically by real team members to ensure credibility and adoption.

To support the narrative, imagery was developed to represent a spirit of togetherness and communication between colleagues.