4. Internal culture
Desired
Vision Evaluation of Change Product Clear brand Building Communicating
Mission position programme definition understanding brand culture uniqueness market
position
External positioning

6. THE DARKEST HOUR WHAT WE KNEW
 For the first time in history the organisation had gone though a  Successful changes share important characteristics – and many
massive redundancy programme relate
to communication
 3,000+ colleagues had just left in first of many cuts
 Change is run by leaders with a very visible involvement
 Everyone was still finding their feet  Engaging front line employees is the hardest part
 7 global change projects launched  Balanced messages are crucial
 The end goal for streamLINE, the vision for Maersk Line was not  Mix of channels increase chances
crystal clear of success
 The projects would be at different places at different times
 Employees in 125 countries would have access to different
information at different stages

7. 2008 2009 2010 2011 2012
Change programme Projects starts delivering Record result Taking the strategy Delivering on market
launched externally promises
Losing USD 10m Cost down, less
Massive headcount a day inefficiencies Influencing the market Positioned as market
reductions leader
Targeted internal comms Massive celebration + new Innovative and ground
Focus on creating line of vision breaking Launching next step…
sight PR campaigns

8. Size
of budget Team size from 5 to 25
Sponsorship
Advertising
PR/Branding
Social media
Conferences
Market comms Campaign sites
Media
Web External comms
Customer comms
Films
Editorial CEO + line Measurement
Intranet
Bottom up
Internal comms
2008 2009 2010 2011 2012

9.  What if we could guarantee that cargo would The manifesto
be on time, every time?
 What if placing a shipping order was as
easy as buying an airline ticket?
 What if the shipping industry was known for
beating environmental expectations
– not struggling to meet them?
THE INTEREST
5,000 2,000 70,000 12,000 300
Editorial articles Social media posts Hits on Votes in the 7 polls on the Comments
in 50+ countries campaign site site in the forums

11. 68 vessels operated as one string
Daily departures
Money-back guarantee
Conveyer belt
Floating warehouse
98% 69% Consolidation
Daily Maersk and alliances by competition in AE trade
Record-high industry average on schedule reliability
average reliability to compete on reliability

12. Internal culture
Desired
Vision Evaluation of Change Product Clear brand Building Communicating
Mission position programme definition understanding brand culture uniqueness market
position
External positioning