Cultural Activation 

In late 2014, Bob Dickey became the president of Gannett’s new domestic publishing division (owner of USAT). Working closely with Bob, his CMO and communications team, in sync with the change management proesses happening at every level, we designed an employee experience for “Day 1” of the new Gannett—one that signaled a clear change in vision, strategy and culture, as well as a new messaging framework for the new brand. 

On June 29th, this experience was rolled out to tens of thousands of employees across the nation and in the UK, and #NewGannett became the third highest trending topic on Twitter that day.