Case Study: ASDA strengthens transformation communications with Morgan

ASDA engages 145,000 colleagues with Morgan on Future transformation

The customer, ASDA, a major UK retailer, embarked on a large-scale transformation programme called 'Future' after separating from Walmart. They faced the challenge of communicating this new strategic narrative effectively to their 145,000 colleagues to gain their understanding and belief in the new vision. They enlisted their existing vendor, Morgan, to support them with change communications.

Morgan developed a multi-channel engagement campaign segmented for diverse audience groups. They raised initial awareness and then created a Change Champions ambassador network, providing its creative identity and training materials. Morgan also guided the relaunch of ASDA's Learning & Development offerings under the new 'Asda Talent Hub' brand. The outcome was a significant increase in colleague awareness, understanding, and contribution to the transformation programme, as commended by the ASDA senior director.

ASDA