Internal communications: Nokia

Encouraging middle managers to adopt new ideas to ensure consistent standards

The brief

Nokia is the world's sixth largest brand and has grown rapidly in the fast-moving mobile telecommunications sector. This internal communications initiative explained Nokia's 'quality house' and its evolving series of problem-solving toolkits, to help managers deliver consistent standards amongst teams.

We were asked to develop an internal marketing strategy to support a global roadshow to encourage use of the toolkits by Nokia's 60,000 staff. The brief was shaped through our audit interviews with Nokia's senior management and quality team.

The solution

Working in both Helsinki and the UK, we delivered an internal communications plan to support the roadshow. After rethinking and redesigning the 'quality house', a visual metaphor for understanding quality issues in Nokia, we created a roadshow that visited the US, China, North Africa, Australasia and Europe.

Each country office was provided with a promotional toolkit with internal marketing support as well as new publications helping to define what quality means at Nokia and explaining the 'quality house'. Templates for the problem-solving tools were designed and delivered to Nokia's Finnish design partners.