Aegon – A multinational life insurance, pensions, and asset management company, aiming to transform its organizational culture and strategy through the ‘Future Fit’ initiative.

CHALLENGE

Aegon recognized the need to adapt to a rapidly changing financial landscape. The company sought to implement its ‘Future Fit’ strategy, focusing on cultural transformation to become more agile, accountable, and customer-centric. The challenge was to effectively communicate and embed this strategy across diverse global teams, ensuring alignment and engagement at all levels.

APPROACH

Collaborating with Aegon’s leadership, we developed a comprehensive internal branding and communication campaign to bring the ‘Future Fit’ strategy to life. This included:

• Purpose Definition: Clarifying and articulating the core purpose behind ‘Future Fit’ to ensure a unified understanding.

• Narrative Development: Crafting a compelling story that connected the strategy to employees’ daily roles and the company’s mission.

• Visual Identity: Designing engaging visuals and materials that embodied the ‘Future Fit’ ethos.

• Activation Campaign: Implementing an internal campaign featuring workshops, interactive sessions, and multimedia content to foster commitment and enthusiasm.

OUTCOME

The ‘Future Fit’ strategy was successfully embedded within Aegon’s culture, leading to:

1. Enhanced Engagement: Employees demonstrated a deeper connection to the company’s mission and values.

2. Improved Agility: Teams became more responsive to change, embracing new ways of working.

3. Customer-Centric Focus: A renewed emphasis on customer needs was evident across operations.

This comprehensive approach ensured that Aegon’s ‘Future Fit’ strategy was not just a directive from leadership but a shared journey embraced by the entire organisation.