The Brief:

Paratus was brought on by Shell to undertake an internal communications campaign for Shell’s Commercial Academy (an internal initiative to develop “champion deal leaders” to lead business development activities across Shell Group). We were required to communicate the role, remit and successes of the Commercial Academy, drive interest and participation among existing deal leaders in the evaluation and training programmes, create aspiration among future potential world-class deal leaders and ultimately achieve organisational change.

The Activity:

Paratus created a series of Commercial Academy events at major Shell locations, revamped the internal intranet site dedicated to the Commercial Academy. A monthly newsletter ‘The Big Deal’ was launched and a media relations campaign targeting all Shell internal media drove awareness across the company’s global operations.

The Results:

- Strong ongoing levels of commitment to the Commercial Academy from the Board of Royal Dutch Shell.
- ‘The Big Deal’ had a significant effect in driving interest in the Academy with some 750 people signing up to receive it monthly.
- Engagement across the senior deal makers leading to involvement with Executive Committee on how deals are done in Shell.
- Attendance at roll-out events – more than 250 potential Champion Deal Leaders attended.
- Attendance at Champion Deal Leader workshops in 2008 – 61 CDLs out of 74
- High ratings of effectiveness from the Champion Deal Leaders survey