Inspiring 100,000 people, in 220 countries and territories, to think 
the same.

DHL Express needed a cultural change to motivate its workforce and move their focus from domestic to international trade. In what turned out to be the world’s largest employee engagement programme, MAVERICK did just that.


  • Between 2000 and 2008, DHL Express lost money, year-on-year
  • They needed to centralise control, without losing entrepreneurial flair
  • Following job cuts and operational changes, they looked to remotivate the workforce
  • Needed to stem customer losses in the US and become self-sustaining
  • The second part of the programme was to re-connect employees with the brand, engage them in a fresh vision, and educate them around international logistics

What We Did

  • Created a positioning around ‘Certified International Specialists’ (CIS)
  • Developed an overall multi-channel strategy of core‘pillars’ built around behaviours
  • Created an immersive, multi-sensory programme for 100,000 employees
  • Rolled out in over 200 countries/territories and in over 47 languages
  • Fully-integrated communications programme incorporating strategy, branding, design, digital and content
  • Pop-up fully branded classroom environments
  • Created 3D animated videos, showcasing four lead hero characters
  • 29 days’ worth of global filmmaking
  • Aligned internal culture with brand beliefs


  • DHL taken from a loss to €1.5 billion EBIT profit
  • Increased employee engagement by 50%
  • Reduced voluntary employee attrition by 19%
  • Increased workforce alignment around corporate 
initiatives by 48%
  • Enhanced leadership communications effectiveness 
by 57%
  • EOS scores most indices in the 80s, up from 50s
  • CIS grown to all Group areas, not just Express
  • 470,000 people, across five global divisions
  • Award winning learning and engagement programme
  • DHL has become world’s leading international express service provider
  • DHL Express certified as a TOP EMPLOYER (TE Institute) in the US, 2016