Thirty three markets, one honest picture
How we mapped every internal comms channel across the Carlsberg Group, asked 940 colleagues what actually reaches them, and handed the team one picture to plan from.
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A global business talks in a lot of voices
Carlsberg Group is 33,000 colleagues, 150 comms people and 42 brands, working across dozens of markets, each with its own languages, customs and working patterns. That spread is a strength, and the global team protects it deliberately.
It also meant the global team didn't yet have one complete view of how communication worked across every market. Channels grow up locally for good local reasons, and a global team can only support what it can see.
They wanted a proper look under the bonnet before writing anything that called itself a strategy.
Find out what is really there, then say what to do about it
Audit every internal comms channel and platform in use across the group, official and unofficial alike.
Go past the comms team and ask colleagues directly, including the ones who do not sit at a desk.
Come back with one document the team can plan from, and recommendations concrete enough to act on rather than admire.
We asked everyone, then checked the answers
Started with a KickStart
A single session with the global comms team to pin down what they were trying to achieve, what they already suspected, and what a useful answer would actually look like.
Built the matrix, then got every market involved
An online tool for every comms rep to log their channels, with clear instructions and a comms campaign behind it, including an explainer film, so returning it was not optional.
Sat down with all of them
One-to-one sessions with regional comms reps to validate what they had submitted, probe for the gaps, and hear the challenges behind the entries.
Asked the colleagues themselves
A global employee survey on internal comms and the channels people actually use, completed in full by 940 colleagues worldwide.
Turned it into one picture
A Master Channel Matrix covering the whole group, with the findings grouped into five focus areas so they could be worked through rather than stared at.
Gave them a route, and the costs
Recommendations against each focus area, with real platform options and real prices, so the next decision could be made rather than deferred.
What the team walked away with
What it took
What Carlsberg said
Internal Comms Health Check
An honest look at your channels, messages and engagement, with a clear action plan at the end.
See the serviceNot sure what your internal comms channels are really doing?
Fifteen minutes, free, no pitch deck. If we are not right for you, we will say so and point you somewhere better.
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