Barclays heralded its first new brand identity in 30 years with the 'BIG' advertising theme, revamping high street branches and creating a new brand promise:

'We will always help you make it happen.'

Maritz' role was to make the new brand strategy meaningful to 43,000 employees. Our strategy focused on highlighting and rewarding the personal qualities and behaviours that would deliver the brand promise.

At the 'BIG Idea' briefing launches, 1,000 senior leaders each left with packs to cascade information to the next 5,000 managers.

6,000 attended the 'BIG Step' - a 3 day self-development workshop.

Over a one-year period, 43,000 retail, call centre and back office staff have attended the 'BIG Day' - a one-day interactive brand experience held in two purpose-built venues.

To ensure the ideology was then translated into actions, and that staff at all levels delivered against the promise, Maritz developed a fully inclusive long-term reward strategy.

The 'Eagle Achievers' incentive and award programmes were designed using our experience of successfully motivating desired behaviours.

Reward budgets and decisions were devolved to line management who were then able to recognise those staff living the brand and delivering the promise.

Using sophisticated Interactive Voice Response technology and robust reward systems Maritz has managed and delivered over £6m of rewards to more than 40,000 employees and processed more than 130,000 separate reward payments.