Old Mutual Limited - A New Leadership Signature

Old Mutual Limited provides financial solutions to individuals, small and medium-sized businesses, corporates, and institutions across several market segments in Africa, with a niche business in China.  Established in 1845, Old Mutual employs more than 26,500 people across 14 countries.

In collaboration with Old Mutual’s Human Resource Director and her team, Open Communication helped develop a concept, communication framework and narrative for Old Mutual’s new leadership signature, aligned to the 2030 Truly Mutual group strategy. 

The concept – ‘True Connectors’

Open Communication developed a concept speaking to a new kind of leader, one who is no longer the traditional leader we once experienced, but one who leads differently, who drives positive futures, whilst maintaining a work-life balance for themselves and those they lead.​ We call these leaders ‘True Connectors’.

Driven by the strategy, brand, culture and values, a ‘True Connector’

• Empowers with care

• Evolves with agility

• Delivers strategic value, and

• Delights the customer

The campaign

Open delivered the following collateral to embed the campaign within the business;

• Developing the concept, communication framework and narrative for True Connectors, which is aligned to the 2030 Truly Mutual group strategy, brand, culture and values

• A phased launch to the leadership using a VR (virtual reality) platform, which launched it at the first leadership engagement and then introduced the behaviours (signature statements) at the second engagement

• Conceptualising, scripting and producing an emotive launch video, speaking to the concept of True Connectors

• Conceptualising, scripting and creative direction and advisory of the CEO and executive videos, which speak to the Leadership signature statements, and

• Digital collateral to reinforce the messaging throughout the business