Anglo American
The Power Within
Holding purpose, strategy and culture together
Anglo American was navigating a period of significant transformation. Portfolio simplification, strategic shifts, and the prospect of a merger had left many employees feeling uncertain about their place in the story. While senior leaders were familiar with the strategy, for most people on the ground it felt abstract; disconnected from daily work and personal purpose. The organisation needed more than clarity. It needed a narrative that could hold together purpose, strategy, and culture into something felt, not just understood.
My story. Our story. Big story.
We created The Power Within: an internal communications campaign that turned Anglo American’s corporate strategy into a human story, told through the eyes of colleagues themselves.
Rather than translating the strategy downward, we started where people already were: their pride, their communities, their sense of contribution. Through a suite of globally adaptable assets and a hero film – intimate, unscripted, and told entirely in employee voices – we drew a red thread from individual meaning to collective ambition.
The campaign gave employees a framework they could own: My Story. Our Story. Big Story. connecting personal identity to operational excellence to Anglo American’s role in shaping a better future.
The result was a strategy that didn’t just explain what Anglo American is doing, but reminded people why it matters, and why they’re part of it.
