Orange paper plane rocking back and forth


IAG Global Business Services (IAG GBS) needed our strategic communication skills to enable clear presentation of their services back to the board of IAG.

With rising popularity, ‘Global Business Services’ models provide a centralised and standardised business services function for subsidiary companies across an entire group. IAG GBS was established in 2015 to improve services across IAG and help IAG’s operating companies benefit from far greater economies of scale.


IAG GBS engaged James Good to present an update of their business strategy to IAG’s Board of Directors – reporting progress to-date and posing the question… what’s next? As B2B specialists with a broad range of strategic marketing skills we had just the combination of practical marketing ability and strategic communications experience to get the job done.

The decision to commission an external partner came when IAG GBS realised that they needed additional practical support in creating a presentation. The call to get involved came less than 2 weeks prior to final delivery and involved our key personnel re-locating to Poland to get to know decision-makers, conduct and record interviews, take photographs and make key design recommendations.

The business was a complex web of priorities and individuals, who needed help to clarify the most important messages to communicate back to the IAG board. Following an intense project – our team delivered a strategy presentation that won over the most discerning board.

The presentation went down very well. Thanks again to you and the team for a job well done.
Raghbir S Pattar
Chief Operating Officer, IAG GBS

Once we’d proven our capabilities we moved on to deliver internal communication – gathering testimonials and building understanding around the different roles and functions within the GBS. This involved conducting interviews and filming staff across IAG GBS as well as key people from organisations within the wider IAG Group. The bite-sized films were then distributed through internal networks.

As is always the case, when we work with a business there’s a lot we uncover – the challenges they face and why they might not be getting the results they strive for. With IAG GBS, as we went through the research process for the presentation we learnt a lot about the business, its ambitions for the future and communication challenges. Following completion of the presentation, the business made further use of the knowledge we’d accumulated and followed our recommendations to make changes to their brand, website and internal comms.

IAGGBS logo on gradient background
IAGGBS branded presentation projected on meeting room screen