Case study: Banco Sabadell

Industry: Retail banking and corporation

Approach: Everyone needs to sell – that is a very successful concept. But how do you get 9,000 bank employees in 1,800 offices to believe in it and live it? The previous compensation-based approach had produced mediocre results. Banco Sabadell trusted AS due to our experience in the banking sector and proven creative capacity.

Implementation: To help prioritize and design this strategy, AS was contracted  to perform (in a very short time: 10 weeks) a thorough and compressive analysis of what beliefs and behaviors made up the bank’s DNA. This included an analysis of the bank’s capabilities to shift to a more proactive selling approach in the commercial department, as well as a mapping of current client experience. More than 300 employees, from managers to cashiers, participated in the study and helped define the change process and where improvement/communication needs.


The bank management implemented an effective, multi-million dollar communication strategy and developed cross-selling and customer focus skills. More than 9000 people are benefiting from this decision.

The communication strategy designed by AS successfully launched the program, and employees were engaged in the change initiative from the very beginning.