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Transforming a complex organisation by creating a cultural movement



Resetting Babcock’s internal culture through purpose and connection

Babcock needed to create global culture change while going through significant areas of transformation to bring the business together. Babcock had grown through acquisitions and needed to unite the culture under the brand. 

They needed our help to create a culture transformation strategy and embed it across four continents and 30,000 employees. 

Babcock case studies mini site
Babcock case study employee


Bringing leadership onto the same page

We used the ADKAR model and adopted a cascade approach to create a movement across the business – starting with leadership. This included a one-page transformation roadmap which laid out Babcock’s story and showed them the way to a more unified Babcock. From this we developed a creative narrative, framework and communication plan ­– a single source of truth that the whole business could rally around.


Launching Babcock’s new Purpose and Principles to 30,000 employees

To launch the new Purpose and Principles and help leaders engage and inspire their teams, we created a range of physical and digital activation assets. This was supported by a six-week campaign, planned and designed by us, which included activities to help embed the Principles within the business. We also created two videos to bring Babcock’s story to life. An internal narrative film for leaders and an external purpose film that laid out the vision and set the tone for the journey ahead.

Babcock case study – employee values
Babcock case study – campaign collateral
Babcock case study – campaign handbook
Babcock case study – Values email header
Babcock case study – it starts with you


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