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  • Story as a process
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Connecting. Empowering. For a new world.

 

This long-established insurance company based in New Jersey operates in 40 countries. Its international division services customers in the Americas and Asia through its own sales staff and other financial institutions.

 

The challenge

The insurance environment is evolving rapidly. Customers want direct access to insurance providers, they want things to happen fast, but they still want to be treated as individuals. Our client is undertaking a three-year digital transformation programme to develop and implement new back-office processing, new improved systems for staff, and new digital tools for customers. These new systems and capabilities will be introduced in all their international markets but with different sequencing. 

It’s a significant investment but understanding and engagement is low. The staggered implementation into relatively independent markets means the programme lacks identity and any clear sense of progress and end-benefits. To succeed, the programme needs to engage its stakeholders and build momentum and ownership of what is being delivered.

 

What we did

Act one: SHAPE  
Develop the story that persuades people 
(applying the science behind human connection, we work with clients to develop a purposeful and emotionally engaging story)

 We brought together the senior stakeholders for two workshops, the first focusing on the rationale for the programme, its major engagement challenges and the personality it needs to engage and keep the attention of its audiences. 

During this first intensive session and subsequent creative development, we distilled a clear purpose for the programme, a distinctive set of personality traits for this agent of change, and persuasive storylines that would drive the shift in understanding needed in the months and years to come.

 

Act two: STRUCTURE 
Embed the story in the minds that matter 
(building the communication strategy as an evolving Episode Plan to keep ongoing plot lines compelling and the audience on board) 

The second workshop concentrated on mapping the ebb and flow of each storyline over the first six months of the programme. The storylines in any long-running story rise and fall in prominence over time and the same is true for our narrative storylines. Delivery and communication milestones were plotted and opportunities to shape the story around them identified. The priority for the programme’s comms emerged from this process, providing a clear template for everything they communicated.

 

Act three: SHARE
Get the story delivering on its promise 
(keeping the narrative and communication strategy relevant and value-creating)

The value of a campaign is that it works harder and provides better returns than a series of disparate communications. Ours kicked off with a powerful visual identity and strapline to bring the programme to life. It was followed by a 90-second signature film to embed the identity and make further comms recognisable. It provided an emphasis on employees’ voices, proof points for senior leaders who needed convincing about the need for change, and showed how smaller parts played fitted together to form the bigger transformation. To make sure communication around the transformation programme isn’t lost in translation as it lands in different countries, we’re creating a series of travel guides to act as both reference and transformation roadmap.

 

The triumph

The work we’ve completed so far with the client team on the digital transformation programme has been described as extraordinarily helpful and the Executive Sponsor for the digital transformation programme had this to say: “Write the Talk’s storytelling framework and approach not only made us better communicators internally and externally, it also helped clarify our thinking and sharpen our focus on the program overall. They are masterful at helping distil business problems to their essence – an absolutely critical prerequisite for getting transformation right.”

Need help convincing your people about the change journey you’re on?

Contact us

Time to engage.

Let’s get to work connecting your people with what’s important – you talk; we’ll listen. Or maybe you’d like to know a little more first? You can email “hello” to one of our chief storytellers below, wherever you are in the world.

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UK, US and Europe

+44 (0)7940 795027
anthony@writethetalk.com

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Hong Kong and Asia Pacific

+852 6774 7064
imogen@writethetalk.com

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Bramley House, 4 Runnings Park, Croft Bank, Malvern, Worcestershire WR14 4DU

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privacy policy / cookie policy 

©Write the Talk Limited 2025

GDPR and Privacy Policy

Introduction

This privacy policy tells you about the information we collect from you when you use our website. In collecting this information, we are acting as a data controller and, by law, we are required to provide you with information about us, about why and how we use your data, and about the rights you have over your data.

 

Who are we?

We are Write the Talk Limited. Our address is 24 High Street, Hillmorton, Rugby, Warwickshire, CV21 4EE. You can contact us by post at the above address, by email at hello@writethetalk.com or by telephone on +44 (0)116 253 3499.

We are not required to have a data protection officer, so any enquiries about our use of your personal data should be addressed to the contact details above.

 

How we use your information

Information we may collect about you
When you use our website
How long we keep your Information
Your rights as a data subject
Your right to complain
Updates to this privacy policy

 

Information we may collect about you

When you use the Website and/or when you otherwise do business with us we may collect the following information about you (‘Information’):

Personal information including title, first and last name.

Contact information including current business address, primary email address and/or primary phone number, Skype identification and other personal contact information required for business use as outlined in our terms of engagement.

Technical information including IP address, operating system, browser type and related information regarding the device you used to visit the Website, the length of your visit and your interactions with the Website.

Information obtained through our correspondence and monitoring in accordance with the statement below (Monitoring) and details of any enquiries made by you through the Website and any offline channels, together with details relating to subsequent correspondence (if applicable).

Monitoring:
We may monitor your use of the Website through ‘cookies’ and similar tracking technologies. We may also monitor traffic, location and other data and information about users of the Website. Such data and information, to the extent that you are individually identifiable from it, shall constitute Information as defined above. However, some of this data will be aggregated or statistical, which means that we will not be able to identify you individually. See When you use our website below for further information on our use of cookies.

 

When you use our website

When you use our website to browse our products and services and view the information we make available, a number of cookies are used by us and by third parties to allow the website to function, to collect useful information about visitors and to help to make your user experience better.

Some of the cookies we use are strictly necessary for our website to function, and we don’t ask for your consent to place these on your computer. These cookies are shown below.

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How long we keep your Information

Where we are processing your Information on the basis of consent we will hold your data until consent is withdrawn.

 

Your rights as a data subject

By law, you can ask us what information we hold about you, and you can ask us to correct it if it is inaccurate. If we have asked for your consent to process your personal data, you may withdraw that consent at any time.

If we are processing your personal data for reasons of consent or to fulfil a contract, you can ask us to give you a copy of the information in a machine-readable format so that you can transfer it to another provider.

If we are processing your personal data for reasons of consent or legitimate interest, you can request that your data be erased.

You have the right to ask us to stop using your information for a period of time if you believe we are not doing so lawfully.

To submit a request regarding your personal data by email, post or telephone, please use the contact information provided above in the Who are we section of this policy.

 

Your right to complain

If you have a complaint about our use of your information, we would prefer you to contact us directly in the first instance so that we can address your complaint. However, you can also contact the Information Commissioner’s Office via their website at www.ico.org.uk/concerns or write to them at:

Information Commissioner’s Office
Wycliffe House
Water Lane
SK9 5AF

 

Updates to this privacy policy

We regularly review and, if appropriate, update this privacy policy from time to time, and as our services and use of personal data evolves. If we want to make use of your personal data in a way that we haven’t previously identified, we will contact you to provide information about this and, if necessary, to ask for your consent.

We will update the version number and date of this document each time it is changed.

 

Version Number – 1.0
23/05/2018

Why the rabbit?

You might be wondering that.
Well, ‘rabbit’ is a verb that means to talk:
Let’s meet up for a good old rabbit.
It comes from the rhyming slang rabbit and pork.

It's also an idiom:

Pull a rabbit out of the hat
which means creating a solution to a problem, against the odds and often quickly. So if you get the rabbit right, your successes will multiply.
Like rabbits.