Corporate communications.

As anyone who has been employed by a massive company knows, these impersonal attempts do little more than make you feel like a number—a very small and distant one. Sometimes they relay quarterly earnings and stock prices that will have no effect on your bi-weekly paycheck. Or maybe they announce initiatives that pretend to be based in your best interest, but in actuality are meant to drive the almighty stock price. Or God forbid, worst of all, they are about your health benefits.

It’s good to know the weaknesses that come with certain types of communication. Because sometimes you’re asked to create something within them. Something, you know, cool. This was the task with Viacom. Why not take all of the negative and use it to adventage. What if taking the lowliest of the lowly corporate channels—the mass distribution, no reply email—and turned it on its corporate head? What if it actually communicated something? What if it were short and to the point? Grabbed employees by their cynical tails and made them take notice? What if it ultimately led them to feel that someone up there in Corporateville actually got it. That maybe, just maybe, they understand who your and can talk to you with intelligence, humor and relevance. Imagine.

creative partner: Patrick Clifford