IAS B2B's 'Total Immersion' internal campaign

Digital and social media is the new frontier for marketing. The UK's leading B2B communications specialist, IAS, was determined to stay ahead of the game so, in 2009, it developed a digitally focused internal culture using a comms campaign that fully immersed the whole agency in the online world.

First it refocused its business objectives (on digital), then it created a picture of its own cultural idyll by reassessing its core values as a company and establishing new ones (courage, courtesy and learning).

From there it developed an internal comms plan to get the buy-in of the people that would bring this to life and provoke their enthusiasm and commitment to the agency's rejuvenated brand ethos and goal of becoming the number one in digital.

At its heart was Total Immersion - a user generated virtual network and innovative digital training tool designed to help staff learn about digital communication techniques and integrate them into multi-channel marketing campaigns.