1st Objective developed a regular, weekly, electronic email, backed by a website, that grew over the weeks into a resource that dealers could draw on.

It allowed Nissan to drip feed product information rather than swamp them, and to slowly raise excitement and expectation that could easily be cascaded by dealer principals to their sales teams.

Over six months, this publication – called the Insider – would start to raise friendly competition between regions and improve dealer pride in the brand. By endorsing the commitment they had made to become a Nissan dealership in the first place Nissan formed a stronger bond with their distribution chain.

This division of BT supplies voice and data services to telco providers, ISPs, network operators and other parts of BT such as BT Retail.

With dwindling revenues from traditional core businesses BT Wholesale needed messaging to convey the innovation that is intrinsic to their competitive offering. Communicating this is difficult for a wholesale business especially within the regulatory confines under which it operates.

We wanted to get the value message out to a range of audiences that had a closed or prejudiced view of BT – and especially of the Wholesale division.

Explaining the company’s offering to its 1500 staff was the first step in demystifying their value to customers.

The 1st Objective approach presented BT Wholesale as a fertile environment where partnership for new innovation could happen, develop and move towards marketable new products.

MLL wanted to improve the entire team’s awareness of its Go-to-Market strategy and value proposition.

As part of this programme, CEO Eddie Minshull started holding monthly lunch and business briefings, where he offered pizza in exchange for new ideas and lively discussion.

Our ‘Lunch on Eddie’ printed paper plates were placed after hours on all employees’ desks to reinforce awareness of the event.