Freudenberg 175th Anniversary – Strategic and Creative Engagement

How do you evaluate the future-readiness of a massive global business that spans multiple business models across all global regions? 

In 2024, Freudenberg, a global technology company with operations spanning various industries, was preparing to celebrate its 175th anniversary. But this wasn’t just about marking a milestone—it was about ensuring the company’s readiness for the future. They needed more than just a celebration; they sought a deep evaluation of their core business model, known as the ‘House of Freudenberg.’ This comprehensive model governs the management of their companies and employees worldwide, covering areas such as global brand, talent management, risk and compliance, governance, innovation, operational excellence, and strategic planning.

Over the course of 14 months, we worked closely with 85 senior leaders from Freudenberg’s C-suite and VP levels, representing all 11 of the company’s strategic business units. Our task was to assist them in evaluating the future readiness of the company. Through a series of research sessions and interviews, these leaders explored every facet of their operations. We then helped them interpret their findings and conceptualise a series of engaging, creative experiences, designed to communicate these insights to a broader audience.

The culmination of this effort was a four-day event in June 2024, bringing together 450 key participants from across the company. But this wasn’t your typical corporate event. The challenge was to present complex, strategic findings in a way that was not only clear, but also emotionally engaging, memorable, and even entertaining. What we understood was that to truly reach and inspire people, they needed to connect with the material on a personal level, to feel involved in the process rather than simply being told about it.

One of the key moments of the event was an interactive six-room gallery, where each room was dedicated to one of Freudenberg’s guiding principles. Here, participants were able to experience these values firsthand through interactive quizzes and games, and even explore historic artifacts from the company’s rich past. The gallery created a space where the abstract became tangible, and Freudenberg’s values were brought to life.

Breakout sessions took the participants even deeper into the company’s future strategies. For example, in a Formula One-themed board game, participants learned about operational excellence by drawing parallels between high-performance racing teams and the high-stakes world of global manufacturing. Another session introduced a game focused on risk and compliance, where participants earned “Freudenbugs” by solving real-world challenges related to risk management. In doing so, they provided valuable feedback to the risk team, offering fresh ideas on how the company could enhance its approach to compliance.

Creativity was a constant thread throughout the event, helping participants see the connection between Freudenberg’s operational challenges and larger, more imaginative concepts. We brought in a magician, whose craft served as a metaphor for the hidden complexities of organisational transformation, illustrating how innovation often involves elements that aren’t immediately visible, but are vital to success. In another session, an orchestra performed, demonstrating the power of collaboration. The way the musicians worked in harmony reflected the company’s need for every employee to play their part in achieving its broader goals.

To communicate updates to governance, risk, and compliance models, we created animated videos. These broke down complex ideas into simple, visually compelling narratives that could resonate long after the event itself. These tools, along with many others created for the event, were designed to have a life beyond those four days. They became lasting assets, allowing Freudenberg to continue sharing and reinforcing these essential strategies across their vast and diverse organisation.

The feedback from the event was overwhelmingly positive. Participants left not only informed but also energised, having engaged with the material in ways that were both surprising and enjoyable. Freudenberg’s leadership gained new perspectives from the insights shared by participants, which in turn helped shape their approach to risk, compliance, and operational excellence. Importantly, the event’s impact extended beyond those four days, with the resources and tools created continuing to serve as a means for the company to communicate and embed these updated elements of their business.

What we achieved for Freudenberg was a rare balance: a strategic deep dive into their future readiness combined with a creative, emotionally engaging approach that made complex topics accessible and memorable. This case demonstrates our unique ability to not only guide organisations through critical strategic transitions, but to do so in a way that ensures lasting engagement and inspiration.