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: Our 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)