Intact Insurance
Brand Launch

Currently shortlisted for:

ICE AWARDS 2026: Best Engagement of Brand Ambassadors
ICE AWARDS 2026: Best internal communications by sector – Financial Services

Results announced here in July 2026

THE CHALLENGE
Royal Sun Alliance’s (RSA) history as a London insurance business goes back over 300 years. Following their acquisition by Canada’s Intact Financial Corporation they faced a complex transformation: uniting 4,150 UK colleagues under a new brand, with a cultural step-change from steady and traditional to agile and entrepreneurial.

OUR APPROACH
Following extensive listening and immersion sessions, Internal Communications was deliberately positioned as the driver of transformation, shifting from a top-down support function to people-led change-makers. We also focussed on involving and hearing from employee voices, hand-picking twenty internal influencers who worked side-by-side with highly visible leaders, creating a shared narrative that felt human and genuine, allowing colleagues to shape the rebrand story together.

THE SOLUTION
A key comms challenge was acknowledging the great work RSA already did, whilst spotlighting the opportunity the new brand would bring. This is where our ‘From and To’ creative came into its own, telling clear stories of how the business would be going from something great to something amazing. Simple, but powerful, it respected the heritage and emboldened the new brand.

Supported by peer-to-peer Activation Champions, a ‘Red Thread’ community, Values in Action stories, Open Mic video podcast, and a hugely popular ‘Tea with Leaders’ film, the brand story burst into life across every channel.

THE RESULTS
By turning a major organisational shift from imposed change to collective experience, Goldbug built confidence, connection and a unified identity into the brand launch. With plenty of fun along the way.

With +15 point engagement levels vs 2024, Intact’s uplift outperformed industry norms and moved the company into the top quartile through a period of significant cultural change.

Red Thread internal influencers achieved 69% engagement, and cross-regional participation confirmed employees were engaging as one organisation. A concerted push for two-way leadership conversation drove high participation rates and positive qualitative feedback for being “open and honest”.

“We proved that a bold shift in the approach and spirit of Internal Communications could play an invaluable role in a positive and engaging story that galvanised the whole organisation.”