TRIBE
SHOWCASE
THE
O N E -T WO P U N C H
Two events to introduce a new brand and its values
By Elizabeth Cogswell Baskin
While the IT-solution provider Ensono was preparing Chief Marketing Officer Lisa Agona, who had worked
for their upcoming split from parent company Acxiom, with Tribe when she was at a previous company, reached
their new leadership team was also laying the foundation out for help launching the brand at the town hall meeting
for the culture they envisioned. They interviewed where the new company name would be announced.
associates in their U.S. and European offices, as well Then Meredith Graham, Senior Vice President, Human
as current and former clients, to gain clarity on the Resources, engaged Tribe to help introduce the cultural
company’s character, strengths and opportunities.
elements at a second event, the values launch scheduled
Based on that input, the leadership team developed a for a town hall three weeks later.
clear mission, vision and values to guide the new entity.
Meanwhile, they were also reviewing potential names
for the new company and planning a brand launch for
January of this year.
Both events took place simultaneously in four locations:
Downers Grove outside Chicago; Conway, Arkansas;
Gdansk, Poland; and outside London. We also developed
an event-in-a-box that was delivered to home-office
associates.
Associates walked out of the launch
event with a new company name:
Ensono.
The I am Ensono events took place simultaneously in four different locations.