Glencore
A pivotal moment
in their history
Building trust
from the inside
Glencore operate on all continents and jurisdictions across the globe. The diversity of its operations, coupled with the nature and history of its trading business invites a lot of scrutiny. As a brand it was regarded with low trust amongst many stakeholder groups.
We needed to galvanise all employees and wider stakeholders behind a single, well-articulated purpose, that considered the business strategy, values, behaviours and code of conduct.
The objective was to create a place where ethics and values are celebrated, building trust across the globe.
Responsibly sourcing the commodities that advance everyday life
We developed a programme, in partnership with the business across the globe, that captured the ‘why’ behind Glencore’s activities and embedded a new Purpose, Values & Code of Conduct, over the course of two years.
Based on qualitative primary and secondary research we put authenticity at the centre of all our work with Glencore. The stories of people, values, policies, actions, intentions, culture and decision making were brought
to life in line with these core insights and were true to the nature of the business.
Launching a new Code of Conduct
with an effective communications programme
Following on from the Purpose and Values work, we began by recognising and championing where key aspects of the Code were being lived. We focused on empowering local comms teams and ambassadors to be the channels for communicating the ‘spirit’ of the Code, not just the ‘letter’ of the law.
We firmly rooted the creative strategy in the aspects of the Code that were critical to business, as well as emphasising that living by the Code was a human endeavour – not just a business imperative.
Real people from across the world
Our challenge was to make a technical – and potentially dry – document feel compelling, relevant and important to employees at every level of the business. From frontline workers (some of whom were illiterate) to the Board, we had to champion the spirit and purpose of the Code and its contents.
Our approach anchored both the document itself and wider communications in real, living examples. It acted as a social nudge for all employees no matter where they were in the world.
