Citi Group - Creating Momentum for a Global Learning Transformation

Challenge: Like many big organisations, Citi’s approach to Learning and Development was heavily focused on courses and content - efficient to deliver, but limited in its impact on real performance.

So they engaged Charles Jennings - co-founder of the 70:20:10 Institute and a leading authority on organisational performance - to rewrite their learning & development approach.

Charles is known for his work with presidents (including Barak Obama), prime ministers, elite sports teams and FTSE boardrooms. But the scale of Citi's business presented a particular challenge. How could we make Charles’ innovative ideas land with 250,000 employees around the globe so that we could start making a difference?

Solution: I designed a clear, compelling campaign that people around the globe could quickly understand and act on.

At its core was an animated film that brought Charles’ thinking to life in a very compelling and engaging way - communicating the case for change and making continuous learning feel simple, relevant and practical.

Impact: The campaign significantly contributed to a 38% reduction in classroom-based training spend within two years, while being recognised as a leading example of modern enterprise learning.

Role: Strategic narrative lead, writer, director