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See How Hulsbosch Inspired Leaders at Bayer Summit



For the first time, the international research-based company has partnered with an agency to create an impactful Australian leadership summit

See How Hulsbosch Inspired Leaders at Bayer Summit

Conceived, designed and produced by communications agency Hulsbosch, the leadership summit event was recently presented to Bayer’s top-tier managers.

The summit intended to develop personal introspection and conversations with a focus on cultivating the people who make and shape the Bayer brand.

The theme for the summit was ‘Leadership Oxygen’ – encouraging Bayer leaders to create the right atmosphere for their teams and themselves to deliver great performances and collectively breathing life into the Bayer business strategy. In addition, recognising a harmonic environment can become a catalyst for change and new thought for Bayer.

Linda Jukic, creative director at Hulsbosch said, “The brief was a real opportunity for us to do something different. We came up with a game-changing event that was aimed directly at individuals being engaged and inspired."

"In collaboration with Bayer, we curated the summit content and session planning to implement an experiential learning environment. We created a two-day narrative for personal introspection with the overarching attitudinal platform of ‘Be’. The resulting program was a truly immersive experience, where leaders could reflect on their personal approach at work and in life," she added.

"Our intention of discovery through disruption was the process by which everyone could think about things they may not have thought about before. The planned session ‘story- arc’ created a climate and environment for personal transformation and real moments of revelation."

"The summit has unleashed a new sense of leadership and personal awareness that helps the Bayer team to realise their true potential. I believe the best brands are built from the inside out. Investment in people and culture is as vital as building a potent brand, strategy and identity. I hope we are able to realise re-imagined leadership programs for Bayer again and also other businesses in the future.”

The theme of the Summit was extended across every detail from a dedicated video presentation, collateral, banners, displays and signage. Hulsbosch engaged an artist to create limited edition, handcrafted artefacts that captured the spirit that is to ‘be’ and symbolised the personal discoveries at the event.

There were three sessions in the training and development program rolled-out through April and May. A total of 180 Bayer managers from Sydney, Melbourne and Auckland offices attended and were split into groups of 60 at each event.

Each event was hosted in the Southern Highlands, NSW and included leading inspirational speakers in the industry. The talented roster of summit coaches facilitated impactful individual experiences and included brand and communications strategist, Richard Sauerman; broadcaster, educator and author, Peter Thompson; Psychotherapist and corporate trainer, Elizabeth Granger; and personal performance expert Dr Adam Fraser.

“The Summit Series forms part of the three year Bayer strategy plan and we were keen to challenge the status quo and see the innovative ideas from Hulsbosch. Their journey of ‘disruption’ for participants was a very different way to challenge our leaders.

The results have been incredible and received much-deserved success with positive feedback from all managers attending.

We view the leadership development approach created by Hulsbosch as the ultimate benchmark for all learning experiences. With a heightened purpose this forum effectively coached our managers to really own being fearless leaders.” said Bayer’s David Lawson, talent & organisation development manager ANZ.

Since 2012, Hulsbosch has provided brand and communication services for Bayer on corporate identity, corporate advertising and internal branding projects.


Agency / Creative
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