The Smart team was part of the internal committee for the launch of the new Yelum brand, developing and executing a well-coordinated internal communication plan aligned with the market strategy. This plan took into account the cultural differences between the two companies (Liberty and HDI), which now had to work together in favor of a multi-brand strategy. The internal launch of Yelum involved executive communication, events, and special activations, as well as an approach through internal channels that brought context, clarity, and consistency to the messages, segmented for its different audiences: leadership, corporate teams, sales brokers, and customer service.
After the launch of Yelum, Smart focused efforts on integrating the entire internal communication platform under the Grupo HDI umbrella, prioritizing the employee experience and creating a sense of belonging to a single company that connects all the commercial brands. The process involved research and strategic planning, defining channels and key messages in line with the group’s strategic narrative. Smart. Smart. consolidated the group’s channel matrix and continues to be the agency partner responsible for executing all internal communication actions — from executive communication to channel management, delivering excellent results as highlighted in internal research.
