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    • Female sat at desk smiling in and orange jumperPhoto of blonde male and female sat on a office sofa looking at a laptopphoto of a man in in cream cap and black tshirt talking to some one in the officephoto of a female in office with a grey jumper smiling looking at a screenTwo females looking at a laptop screen smiling in an officePhoto of female with brown hair laughing in a meeting wearing a black jumper

    CONNECTING A GLOBAL CULTURE WITH CITIZENM

    CONNECTING A GLOBAL CULTURE WITH CITIZENM

    CONNECTING A GLOBAL CULTURE WITH CITIZENM

    CONNECTING A GLOBAL CULTURE WITH CITIZENM

    Services

    • Internal Comms

    Stakeholder interviews

    Month communication strategy

    Global communications framework

    CitizenM had grown rapidly: more hotels, people and locations. But their internal communications hadn't evolved at the same pace. With messages spread across multiple platforms, inconsistent ownership and limited measurement, they needed a clearer way to connect their global workforce.

    Wiser partnered with citizenM to audit their existing approach and build a communications strategy designed to bring culture, clarity and consistency to every citizen, wherever they worked.

    consistently and clearly communicate the citizenM vision and culture across all employee groups

    BUILDING CORE OF COMMS

    As citizenM continued its global growth journey, one thing became clear. The culture that made the business special needed stronger foundations behind it.

    Through interviews, focus groups and stakeholder conversations, we explored how communication flowed across hotel teams, support office employees and senior leaders. What we found was a business full of passion and personality, but without a central framework for bringing everyone together. Employees told us they loved the culture, but often struggled to know where information lived, who owned communication and which channels mattered most.

    Our work created a clear path forward for internal communications at citizenM. From audience segmentation and channel planning to governance, measurement and culture-building initiatives, every recommendation was designed to help communication work harder for the people receiving it.

    Stakeholder interviews

    Core audience groups mapped

    Communication audit

    Strategy roadmap

    Priority communication workstreams

    Global north star objective

    SCALING CULTURE THROUGH COMMUNICATION

    We started by conducting a full internal communications audit across citizenM's existing channels, content and employee experiences, with the goal of understanding what made citizenM unique and how communication could better support that culture as the business scaled.

    Our research highlighted several opportunities. Communications lacked clear ownership, employees were navigating multiple platforms for updates, and messaging wasn't always tailored to different audience groups. Hotel teams, support office employees and leaders all consumed information differently, yet often received the same communications in the same way.

    Using these insights, we developed a 12-month internal communications strategy centred around one clear ambition: to consistently and clearly communicate the citizenM vision and culture across all employee groups.

    The structure behind the strategy

    The strategy introduced a new governance model, defined roles and responsibilities, a centralised communications calendar and a sender framework to improve consistency. We also mapped employee personas, recommended future channel developments and designed a measurement framework to help citizenM understand what was working and where to optimise.

    Most importantly, the strategy was built to protect what employees already loved about citizenM. The culture. The personality. The sense of belonging. By creating clearer structures behind the scenes, citizenM could scale communication without losing the human connection that made the business special in the first place.

    WHAT CITIZENM HAD TO SAY

    "Wiser has been a top thought partner throughout our internal communications project at citizenM. They delivered a creative, engaging,  and comprehensive strategy that truly reflects our unique culture and ambitions. We’ve appreciated Wiser’s professionalism, flexibility, and ability to translate complex needs into human, actionable solutions. Their work has set us up for success, and they’ve been a real pleasure to collaborate with and learn from along the way."

    Head of Employer Value Proposition at citzenM

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