Did you know?
Telefónica employs over 260,000 people in 25 countries around the world and is the parent company of O2. In 2010 Telefónica introduced a new global brand strategy to create a single employee brand across all of its markets.
Having been O2’s lead brand agency and brand guardians for many years, Lambie-Nairn, along with the agencies Someone and The Writer, were appointed to create an engagement programme for Telefónica that would inspire and unite its employees. This team worked closely with the Telefónica European project team on the programme.
Lambie-Nairn provided the strategic thinking, insight development and the creation of a robust communications and message plan that provided the backbone to the engagement programme. The campaign was based on the idea of knowledge, using a ‘question mark’ as the iconic visual device.
“Changing the brand internally was all about getting our employees to be proud of Telefónica whilst remaining passionate about O2. We’re proud of all our work and delighted that our achievements have been recognised with a Gold at the Digital Impact Awards and have also been awarded Best Change Communication Campaign in Europe at the European Excellence Awards recently.” said Amanda Clay, Brand Management, Telefónica Europe.Download PDF