Tyton: agility for the MoD

A pioneering Ministry of Defence project team has used Christopher Lewis Associates' culture-building brand and communication skills to demonstrate an innovative way to accelerate information technology improvements for the armed forces.

Breaking from tradition, instead of awarding a large, complex contract to a single large supplier, the MoD recruited a team of several specialist companies, chosen for their individual expertise, but with overlapping capabilities. They had to collaborate efficiently and flexibly to devise, build and integrate the various elements of a prototype multi-functional information system. They then had to demonstrate the working system, and the process, to convince policy-makers and potential users that the approach would meet their needs. A teamwork culture with open, timely information sharing, and effective communication with the wider Defence community, would be "mission critical". Recognising that commercial brand and marketing skills would be valuable, the MoD added CLA to the team.

We gave the team a name ("Tyton") and brand identity, uniting the separate companies under a shared banner. Used on all communications, this allowed the team to speak and be recognised as one entity. Through analysis of the customer's goals and desired working relationships, and dialogue with each company, CLA codified a set of behavioural values, identified key issues and concerns, and formed the communication plan. Because we were building consensus as we went, team members had already begun to own and share the MoD's required project culture.

To manage communications, CLA set up a representative decision-making board, headed by the MoD's project leader. The first communication tool produced was a mini "project charter" setting out objectives, roles and cultural values as a benchmark. News bulletins circulated morale-boosting reports on progress and problem-solving, while continuous liaison helped to identify concerns and misunderstandings before they became problems. The project leader and individual team members used Tyton-branded presentations at team meetings. CLA co-ordinated the production of final reports.The project was presented successfully to MoD and Defence industry representatives. The Tyton team agreed that the marketing role had been fundamental in enabling their collaborative culture, and in focusing key communications objectives and messages for the series of demonstration days.