Position Kaupthing Bank as innovative thinkers in the banking sector,  first internally and then externally.

Background — Kaupthing’s an Icelandic investment bank, at the time the fastest growing investment bank in the world. No one knew how or why, including employees.

Business problem — Position the bank not as a ‘fly by night’ challenger brand, but as an innovative, thoughtful bank, with a 21st century approach to the banking category.

Creative strategy — Educate both internal and external audiences about the principles and behaviors that contributed to the bank’s rapid growth.

Creative approach — Internal-out. A comprehensive internal communications campaign, including major office events and training programs, before taking our message to the wider financial world.

Results — From unknown Icelandic bank to globally aligned, highly motivated organization in one year.