'Name changes and rebrand' wins Best internal campaign for DPD

Established in 1970 and with its operations in the UK and Europe, international express service provider, Parceline, wanted to create a single global brand and chose DPD, one of its dominant brands. The company wanted to ensure this change would respect, retain its reputation amongst its customers and still have the support of its employees.

The campaign needed to immediately engage all employees with the DPD name and brand, inform staff of the reason for the change and address any concerns they might have before the change went in the public domain. The message and its dissemination needed to be consistent, coherent and controlled. It was essential that all managers had sufficient material to cascade to colleagues in a clear and consistent way, helping build brand attachment as quickly as possible.

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The news was launched at the annual motivational conference. A detailed presentation was given followed by each manager receiving a pack containing all the campaign collateral, including an employee leaflet, presentation, list of questions and their answers, a detailed manual and samples of all external communications and new sales literature.