Allied Domecq Wines and Spirits 1998

Making sense of a merger

Allied Domecq (ADSW) grew out of a number of global mergers. Understandably, each business unit had its own well-established culture separate from the parent company.

In 1998 ADSW decided to address these issues with a global employment branding programme.

Cchange carried out internal and external research, identifying key themes and trends as well as structural issues and culture clashes.

The resulting employment brand brought together the best aspects of both local and global HR processes. It also introduced the concept of 'dual citizenship'. This recognised individuals' loyalty to their local brand, while encouraging them to feel part of the global Allied Domecq community.