Reinventing the Compliance Brand – A Conversation with Acteon Group

In this episode of Creativity and Compliance, Ronnie visits with Jason Blues, Head of Corporate Risk and Diane Whitney, Chief Compliance Officer at Acteon Group to discuss how they changed the face of their ethics & compliance program.

NEW IDENTITY NAME & LOGO

• Recognition that compliance felt like a barrier
• Wanted to shake things up. Show up differently. Get attention.
• Wanted a new name that more closely aligned with who they are.
• Wanted a recognizable identity that was more friendly and approachable.
• Wanted to raise the profile of the ethics & compliance function
• Introducing  I-CARE  – INTEGRITY, COMPLIANCE, ACCOUNTABILITY, RESPECT, ETHICS
  • Acronym that has multiple meanings
  • Name itself is all about caring. We care about our colleagues, we care about our business partners, we care about doing things the right way.
• New Logo

CHARACTERS & SPOKESPERSONS

• Developed some playful, positive characters/personalities
  • CONNIE PLIANCE – she explains the rules
  • EASY BREEZY – Interprets the rules, makes things simple

DEPLOYMENT & SUCCESSES

• Re-imagined the Code as the I-CARE CODE
  • Simpler language
  • Shorter
  • Flip Book
  • Characters provide examples
  • Characters simplify the lessons
• Intro Video to Promote
  • 2-minute video to launch the new brand
• Posters for Social with QR Codes
  • driving traffic to the intro video
  • driving traffic to the I-CARE Code
• Road Show
  • Went on the road. 34 sessions at 22 locations
  • Interactive Quiz – mixing in some fun to engage the audience and keep it light
  •  Social posts with participants so they all feel a part of the team
• Results
  • 80% positive results on Culture Survey
  • 99% read the code
  • Speak up reporting is Up
  • Helped people connect with the issues.
  • Helped people to better understand what the E&C function actually is and what they do.