Internal Communications: Vodafone (1 Way Ahead)

Focusing employees on business priorities that drive success

The brief

In 2004 Bill Morrow arrived as the new CEO of Vodafone UK. His first task was to identify and communicate a three-year operating plan and communicate this to the organisation in a way that would galvanise the workforce.

The operating plan was to replace all other business activity and was designed to put Vodafone comfortably ahead of its rivals in the UK. We were asked to advise on the communication of the operating plan to employees.

The solution

We devised the name '1 Way Ahead' to capture the essence of the strategy in establishing one shared operating plan across the business. We identified the language to support the framework of the plan and designed the visual identity for all operating plan communication and advised on the communications tools and channels. This is now being used by project managers and communicators throughout the business.

Following the launch of the vision, over 93% of Vodafone's senior management think the plan is achievable with nearly 70% feeling motivated by the presentation of the plan.