Internal Communications

Who needs to communicate?

Of course most companies have a vision.

Apple create innovative, inspiring and sought after products and are able to communicate their vision to their 35,000 employees in such a way that those same ‘wicked smart’ people have helped Apple to create one of the most successful companies in the world.

Those companies that best communicate with their customers and employees will always be the most successful.

Tim Cook of Apple when describing the company's philosophy says;

There is an extraordinary breadth and depth and tenure among the Apple executive team, and these executives lead employees that I would call 'all wicked smart'. And that's in all areas of the company, from engineering to marketing to operations and sales and all the rest. And the values of the company are extremely well entrenched.

We believe that we are on the face of the earth to make great products, and that's not changing. We're constantly focusing on innovating. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution. We don't settle for anything less than excellence in every group in the company.

David Ogilvy, once described by Time as, "the most sought after wizard in today's advertising industry" said "people are definitely a company's greatest asset", famously adding, "every night our assets go up and down in the elevator". This is certainly true of a service business.

Whether you run a tyre centre, a hotel, a restaurant, a men's fashion store or almost any other type of company, however good your philosophy, branding and advertising, your staff can potentially make or break you!

It is however not as common as you would think for companies to brief us to go beyond an integrated marketing campaign to include a staff briefing and incentivisation programme.

Most large organisations via conferencing share their brand and its values well, but total engagement with employees is an ongoing and never ending process which if done well offers huge return. For some companies, this realisation may be the 'gold in their hands' if they embrace the philosophy!

Lately we have however received an ever increasing number of Internal Communications briefs.

Those companies that best communicate with their customers and employees will always be the most successful. And those companies and employees that live the vision at every customer touch point will not only engage with customers on an emotional level but achieve lasting customer loyalty.

LAW Creative is able to provide a fully integrated marketing communications service with proven expertise in the creation of Internal Communications programmes and campaigns.

Case study


We have created a campaign to promote diversity within a major corporate. Diversity is a source of opportunity. Whatever age, race, religion, culture or nationality. Whatever physical ability, personality or educational background. Whatever! Everyone has their part to play. Difference within the workforce creates a strong dynamic and helps to create an environment where teams can perform to their full ability. It's not where you came from, it's where you are going that counts'!

We have for instance been briefed by our client Rank Group to create an internal communications programme. The purpose of the brief was to encourage personnel to get involved in the company's future success by providing innovative ideas for greater efficiency and improved profitability. The concept 'Help Us To See Things Differently' included the use of lenticular technology posters that could only be read with 3D glasses and staff incentives for 'winning' ideas.

Rank Case
Case study


Of the many internal communications briefs that we have received and successfully executed, one of the most successful took place in September 2010. One that not only achieved global success for our InterContinental Hotels & Resorts client, but that also won the Hotel Marketing Association’s Best Internal Communications Award for 2010.

On 21 September all InterContinental Hotels & Resorts were invited to celebrate the work that they were already doing to support their local area, by taking part in an activity on that day. The activity could be an initiative to enhance their location, such as cleaning a local park, or something to support the local community.

In support of InterContinental Hotels & Resorts Winning Ways and Responsible Business, LAW Creative is proud to have created a produced a ‘Make a World of Difference’ General Manager Toolkit to promote Responsible Business Day 2010.

The day was such a success worldwide it attracted the attention of top five ranking tennis player Rafael Nadal at the Hua Hin Resort in Thailand, and Secretary-General of the United Nations Ban Ki-Moon at The Barclay in New York.

HMA Awards

Winner of
‘Best Internal Communications' Award December 2010 for InterContinental Hotels & Resorts Responsible Business Day – 21 September 2010 General Managers Toolkit.

Our Responsible Business Day initiative in partnership with National Geographic’s Center for Sustainable Destinations was a worldwide success! Much of this success came from the initial engagement created amongst our General Managers and colleagues as a result of the well-designed and simple to use Responsible Business Day Toolkit.

Simon Scoot, Vice President Global Brand Management, InterContinental Hotels & Resorts

InterContinental Hotels & Resorts Responsible Business Day is a fantastic initiative in partnership with National Geographic’s Center for Sustainable Destinations. LAW Creative is fortunate to have been given this excellent global communications brief and we are pleased that the communication has enjoyed our client’s endorsement as a worldwide success as well as being recognised by the HMA.

Keith Sammels, LAW Executive Creative Director
InterContinental Hotels Internal Communications