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Omnicom : Leading Swedish Telco invests in innovative employee ‘Code of conduct’; Wolff Olins brings global rebrand to life in Telia Company’s fun Code of Responsible Business for 21,000 employees in 14 countries

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01/24/2017 | 02:16pm CET

Leading Swedish Telco, Telia Company, take an innovative approach to the 'Corporate code of conduct' with creative partner Wolff Olins: 'Don't do this at work.' A must for all businesses over a certain size, employee codes of conduct are typically dry manuals rarely read or engaged with by anyone, save HR, beyond their induction.

Building on the recent success of the creative partnership with Wolff Olins to redesign the global Telia brand*, Telia Company saw an opportunity to demonstrate how it's new brand could extend into the kind of nooks and crannies usually left to legal folk. Having worked with Wolff Olins since April 2015 on their global rebrand; they set them the challenge of engaging their 21,000 employees (in 14 countries** from Sweden toKazakhstan) with a new Code of Responsible Business. The initial global roll out was completed in Denmark, in late September in 2016.

Wolff Olins designed and produced the new code in the form of a broadsheet newspaper and website featuring 17 animations*** that explained the key messages.

Designer Calle Enström from Wolff Olins elaborates, "We decided to acknowledge that codes of conduct are about telling people what not to do at work. But focused on making the tone and design really fun - something that no one would expect. As part of a much bigger employee engagement and change programme (including events and a global e-learning road show) the code was a chance to solidify an over-arching creative concept that captured the spirit of the new Telia brand. This is big ambition for a project like this and it really pushed us to create something extra special."

To support the launch of the Wolff Olins also created:

- Posters,

- Event roll-ups,

- Rubik's cubes featuring the cartoon characters,

- A teaser game called 'don't play this game at work' - built on the 'don't share sensitive information idea. Presented with a business flight scenario, the player had to shut their laptop to protect data from prying eyes. The player/employee is then directed to the code website.

Design Director Campbell Butler from Wolff Olins explains the strategy behind the design, " It was important that our content found the right balance: ridiculous enough to be surprising and memorable, but not so much that it detracted from the message or caused offence. We tested our initial concepts with Telia staff to ensure the messages would resonate with a broad international audience. And it had to strike a caring note - one that helped the reader to do the right thing, rather than dictating a set of rules."

The impact of the new approach is clear: 20,000 staff viewed the code within the first 8 weeks of launch. Mahsa Sina, Ethics and Compliance Officer at Telia Company comments, "Wolff Olins had a unique take on a common business brief. The creative concept has helped the organsiation to deliver the message in a simple, fun and engaging manner. "

Notes to Editors

** The 14 countries are: Sweden, Finland, Norway, Denmark, Estonia, Lithuania, Latvia, Turkey, Georgia, Moldova, Kazakhstan, Azerbaijan, Uzbekistan, Tajikistan

*** The illustrations were created in collaboration with illustrator and animator Julian Glander.

Available for interview

Design: Campbell Butler, Design Director and Calle Enström, Designer (both quoted above).

Technology: Caroline Goodwin, Delivery Director at Wolff Olins.

Telia Company perspective: Mahsa Sina, Ethics and Compliance Officer (quoted above).

About Telia Company's recent rebrand

Telia Company is a Swedish Telco operating across Scandinavia, Baltics and Eurasia They are on a journey to become a new generation Telco: one focused on customers and providing content, products and services that they care about. With this bold ambition, the brand needed to:

· Reflect the new purpose to 'bring the world closer on customer's terms'.

· Work better for digital and mobile touch points in the customer experience.

· Allow the existing identity to be phased out.

· Be fun, disruptive and colourful.

Selected creative partner Wolff Olins worked closely with Telia's senior leaders at HQ and across key countries to evolve the brand. The new global brand was piloted in January 2016 in Estonia, in partnership with the local team rebranding from EMT and Elion to Telia.

* This launch improved the perception of the company considerably, putting Telia alongside YouTube and Facebook as one of the 'top 10 most loved brands' in Estonia within weeks of launch.

For more information about the design process, and the disciplines involved in creating the new visual identity, please read the full case study here: http://www.wolffolins.com/work/62/telia

Or contact Rachel Phillips at rachel.phillips@wolffolins.com or 07885475923.

About Wolff Olins

Wolff Olins is a global creative consultancy. They are creative partners to the world's most ambitious leaders in designing radically better businesses. Based in San Francisco, London and New York, their global teams consist of designers, strategists, technologists, program managers and educators who deliver, meaningful change throughout and beyond clients' organisations. They have worked with some of the world's most recognisable brands including Google, The Tate, Virgin Active, Grubhub, ZocDoc and Enel. They also recently helped design and launch the world's first open-source brand for the Internet of Things: dotdot, for zigbee alliance. Wolff Olins is part of Diversified Agency Services; a division of Omnicom Group Inc.

For further information about Wolff Olins please visit www.wolffolins.com

Or contact Rachel Phillips at rachel.phillips@wolffolins.com or 07885475923.

About Diversified Agency Services

Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

About Omnicom Group Inc.

Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

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(c) 2017 M2 COMMUNICATIONS, source M2 PressWIRE

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