Finding genuinely effective ways to communicate change in a business can be a challenge. Emails get deleted, newsletters get recycled and live presentations are easily forgotten.
With this conundrum in mind Foster’s Group approached Fresh Tracks to come up with a team activity that would bring to life the launch of their new company identity – Treasury Wine Estates. The strategic decision to separate the Foster’s beer and wine business marked a major change not just in name but also in culture, as the company transforms from a general drinks business to a wine specialist.
As with any change there was a degree of cynicism ahead of the conference, especially toward some of the new values and language being used.
Fresh Tracks responded by creating a challenge…