SPEAK
How a media and publishing company built one CEO narrative that aligned 20 leaders across three markets — and brought 300 people through an AI transformation.
2026
10 Weeks
Narrative of Change
CxO Communication
Leadership Messaging
A media and publishing company. 300 people. Three markets. One AI strategy — and no shared language to carry it.
For editorial teams, AI felt like a direct challenge to professional identity — not just to workflows, but to what it meant to be a journalist, an editor, a creative. For sales, the question was whether their relationships and judgment still had value in an automated world.
In a market already under intense competitive pressure, employees were looking to leadership for orientation. What was missing wasn't conviction — it was a shared language. Across three markets and twenty managers, the same strategy was being told in different ways, with different emphasis, and different levels of confidence. Not out of misalignment, but because the narrative that could carry it hadn't been built yet.
We ran a series of deep narrative workshops with the CEO and the senior leadership team — not to produce talking points, but to find the shared conviction behind the AI strategy: what it would genuinely change, what it would protect, and what role every person in the organization had in what was coming.
From that foundation, we built a CEO Narrative — honest about the disruption, clear about the direction, and human enough to be believed by people whose professional identity was at stake. We then developed a Leadership Messaging Framework for 20 senior leaders — a practical toolkit that gave each of them the language to tell a consistent story in their own voice, adapted to the specific concerns of editorial, sales, and technology teams.
Finally, we designed an internal launch architecture — town halls, manager briefings, and a new leadership communication rhythm — that turned the narrative into a living, consistent presence across the organization rather than a one-time announcement.
ONE STRATEGY. ONE VOICE. THREE MARKETS.
For the first time, leadership across Germany, Austria, and Switzerland was telling the same AI story — consistently, credibly, and without contradiction.
20
Senior leaders aligned on one narrative framework
3
Markets speaking with one coherent voice
300
Employees reached within 8 weeks of launch
“
Bringing Oktay in meant upgrading our narrative of change. REFRAMICA translated our technical "why" into a human "how" that our leadership team actually wanted to lead. REFRAMICA didn't just communicate change; they created participation.
Magnus L.
Lead AI Strategy
