Citi Group - Creating Momentum for a Global Learning Transformation

Citi Group - Creating Momentum for a Global Learning Transformation

Challenge

Like many big organisations, Learning and Development at Citi Group had become overly focused on courses and content - efficient to deliver, but expensive and limited in its impact on real performance.

So they brought in world renowned performance guru Charles Jennings (co-founder of the 70:20:10 Institute)to design a new approach based on continuous improvement.

Charles is known for his work with presidents (including Barak Obama), prime ministers, elite sports teams and FTSE boardrooms, but Citi presented a particular challenge - how to make Charles’ innovative ideas land with 250,000 employees around the globe so that we could start making a difference.

Solution

The strategy was to design a story that made the case for change and introduced Charles’ “3E’s framework” in a powerful, funny and moving animated film. Animation often travels better than live action work for global audiences. It meant we could really push the visual humour and emotional elements – which connect brilliantly wherever you’re from.

It was rolled out to all 250,000 people – with further training materials based on the look and feel of the animation.

Impact

The film helped to increase participation in development activities and position continuous learning as part of everyday work rather than episodic training. It was recognised industry-wide as a leading example of how to successfully modernise enterprise learning.

While the new approach led to a 38% reduction in traditional classroom spend in the first two years of the shift from box-ticking courses to a culture of continuous improvement.

(Created in partnership with agency Media Zoo. I was the Creator/Writer - working closely with Charles - as well as the Film Director)