CASE STUDY

A New Day: Launching a New Vision, Purpose and Values

CLIENT: Phibro Animal Health

The Challenge

Phibro is a global leader, delivering a comprehensive portfolio of animal health solutions and unparalleled expert support in approximately 100 countries, helping farmers operate more efficiently and sustainably to meet the growing global demand for safe, wholesome food. As the company has experienced robust growth – including a recent acquisition that expanded its offerings worldwide – leaders recognized the need to refine its organizational strategy. Their goal: to maximize the strength of their workforce by aligning talent with opportunity and foster a culture of innovation to stay ahead of evolving customer needs. Look East partnered with Phibro to administer a comprehensive employee survey, conduct employee focus groups and deliver results to the global leadership team. Look East then presented and finalized a new vision, a refreshed purpose and a refined set of values – and provided strategic guidance along the way, ensuring a seamless transition from concept to global launch.

Sunrise photograph with copy overlay reading "It's a New Day at Phibro"

Our Approach

Leveraging employee insights and leader direction, Look East worked with Phibro to develop a new vision, purpose and values (VPV) – providing a solid foundation that would reflect company growth goals and inspire employees around the world. The goal was not to change course, but to weave into Phibro’s culture a renewed sense of direction based on a strong legacy of expertise, innovation and outstanding customer service that have guided Phibro for decades. In addition to the VPV, Phibro leaders developed new strategic priorities for the business. Our charge was to roll out both the VPV and strategic priorities, first internally to align Phibro’s global leaders, and then to employees worldwide.

The Look East team developed a multi-pronged internal launch strategy that included:

Frequent planning meetings with key leadership to meet milestones toward the formal launch date
Theme creation and development of a logo and additional digital and printable brand assets
Coordination, presentation development, and scripting of both in-person and virtual workshops for global leadership to learn about the VPV, strategic pillars and launch plans
Interviewing functional and regional leaders to produce an inspiring launch video (translated into five languages) and creating short testimonial-style clips leveraged in the campaign roll out
Coordination, scripting and facilitation of a multi-presenter, global launch webinar
Development of a training module and guidance (translated into five languages) for global managers to provide in-person sessions for their employee teams
Creation of additional resources in multiple languages, including printable and digital assets
Development of an employee recognition program to reinforce the importance of the VPV in Phibro’s culture

The Results

With reallocation of CFI’s existing media budget, the creation of Best Food Facts delivered measurable results.

Average website visits exceed 90,000 per month – 64 percent ahead of the previous year and trending skyward. The social media following grew by more than 50 percent in 2015.