• Leading the people part of culture change.

  • What people do, matters. What we do, works.

    Our approach to culture change combines years of HR, HSE and ESG experience with leading behavioural strategy and advertising-worthy creative to help organisations positively influence how their people and stakeholders, think, feel and act.



  • We understand the important role HR, HSE and ESG functions play in shaping workplace culture, protecting health & wellbeing, championing diversity and driving performance.

    We know HR, HSE and ESG Directors often lack the resources to engage the wider business in a way that supports positive changes in culture long term.

    We believe that HR, HSE and ESG teams deserve smarter, more effective comms and tools to help engage and influence employees and stakeholders.

    We see that employees need clear, impactful communications and leadership to empower them to contribute meaningfully to workplace culture.

  • Solutions for positive culture change

    Vision, Mission

    & Purpose Building

    Culture Change
    & Company Values

    Strategy Distillation
    & Modelling

    Employee Brand
    & Tone of Voice

    Health & Safety
    Culture Change

    ESG Engagement &

    Stakeholder Buy-in

    Employee Onboarding
    & Induction

    Internal Comms
    Plans & Campaigns

    Employer Brand
    & Value Proposition

  • Some of our changeleading clients

  • Helpful downloads

    Our five essentials for positive culture change

    Are you looking to make positive cultural change but struggling to:

    • Come up with a change management strategy?

    • Define your vision, mission and purpose?

    • Secure buy-in for your IC campaigns?

    • Establish a language that people can relate to?


    In this free download we lay out our five essentials for getting you started on your change journey.

  • Meet the changeleaders

    Dee McNaught, Founder and Head of Strategy

    Dee is a trusted advisor and communications professional to chief executives and senior leadership teams – working with FTSE 100/250 companies, SMEs and third sector organisations.


    She is passionate about improving the future of work for all, believing that organisational culture has the ability, and responsibility to shape lives as well as the bottom line.


    Dee understands how strategic clarity, agile storytelling and impactful creative can combine to transform the culture within organisations.


    Having built a successful career as a senior creative and communications professional in the private sector, Dee saw the need for something different in the communications space - something more human in approach and focused on positive solutions for difficult subjects.


    In 2015, she founded We Are Brass Tacks (WABT), an agency dedicated to leading the 'people' part of culture change within organisations – specialising in HR, HSE and ESG challenges.


    To date, Dee's communication and strategy work has reached and positively influenced 50,000+ employees across 6 different industries and 17 countries.


    Dee is a fellow of the Royal Society for Arts, Manufactures and Commerce (RSA), a certified member and mentor for the Institute of Internal Communications (IoIC) and a Board Trustee for the Scottish mental health charity The Common Wheel.


    Ask Dee about:
    - Culture change

    - Leadership and strategic clarity
    - The importance of keeping it human

  • Nicola McLeod

    Communications Consultant

    Nicola steers change programmes from inception to launch and beyond. Side-stepping the time soaks and delivering on a deadline.


    Currently Learning: Advanced MS Office 365


    Ask her about deep-dive research, company values and prosecco.


    Lois Daly

    Creative Director

    Lois heads up our creative team and is responsible for turning strategy into inspiring, advertising-worthy design and visual stories.


    Currently Learning: Adaptive leadership (VUCA)


    Ask her about creating powerful, visual brand narratives and 90s one-hit wonders.

    Robert McKinlay

    Campaign Producer

    Bob comes up with crystal clear core messaging with a campaign focus. The kind that gets you thinking and your people talking.


    Currently Learning: Vyond animation studio


    Ask him about leading successful internal comms campaigns and Roger Federer.

  • Jason Aitcheson

    Creative Lead

    Jason produces striking design work which captures both attention and imagination.


    Ask him about layout, composition and Japanese sci-fi.

    Scott Clunie

    Content Producer

    Scott delivers digital content that sets the scene and packs a storytelling punch.


    Ask him about engagement strategy, social media metrics and Nuevo Cine Mexicano.

    Posey Clunie

    Office Administrator & Planner

    Posey sets the standard for customer service and keeps the studio running smoothly.


    Ask her about event planning, logistics and the best city breaks.

  • We love our space

    We love our own space...

    FaceTime and Zoom is fine, but face to face is better. Always will be.


    Leading positive culture change in the physical world by staying in the virtual world is difficult. Conversations don’t flow, things can get missed and fundamental tools and tells such as body language and reading the room are lost entirely.


    That’s why post-pandemic we have decided to double down on both the real world and the amount of space we have available for those all-important, in-person interactions.


    We are delighted that our studio is ready to welcome as few as two and as many as thirty Changeleaders at our HQ in Paisley.


    It is the perfect place to run consultation sessions, strategy workshops, team-building events and generate the ideas that spark creativity and create real-world, positive culture change.


    If you are looking for the right atmosphere in which to create meaningful change, come visit us at WABT HQ.

  • WABT News

    IoIC Festival 2022

    Our Founder and Strategy Director Dee McNaught recently facilitated an interactive #ESG themed workshop at the #IoICFestival22.

    During the workshop, she walked attendees through the WABT methodology for transforming health and safety comms into something fresh, meaningful and ‘sticky’.

    "It was great to see internal comms professionals come together, take the weight off their shoulders and express themselves without the usual corporate constraints"

    Dee McNaught, WABT Strategy Director


    For a personal run-through of the session, get in touch and get inspired to create health and safety comms that make real, positive change in your organisation!

    "Dee and the team at WABT are a highly valuable strategic asset to our goals and brand.

    Their knowledgeable and creative approach has helped us engage with our people at a much deeper level.

    Since we began working with them, we’re noticing greater behavioural change and increased levels of responsibility across our business.

    This is positive for us as we look to achieve our Net Zero, Zero Harm and World Class culture objectives.”

    Wilma Kelly, HSE Director, Certas Energy UK

  • WABT Social

Privacy Policy
WABT – Website Privacy Policy

We Are Brass Tacks ltd (‘us’, ‘we’, or ‘our’) are the operators of the website wearebrasstacks.com (the ‘Asset’). Here you will find our policies for collection and using Personal Data from those who use our Asset (the ‘Users’), as well as the options they have regarding this data.
In using the Asset, you give We Are Brass Tacks permission to collect and use information in accordance with this policy.

Purpose of the Collection and use of Information
The information we gather is used to develop and improve the Asset, as well as the services we can provide to Users.

The Types of Data Collected

Personal Data 
When using the Asset, Users may be asked to provide us with personally identifiable information which can be used to contact or identify them (‘Personal Data’). This can include, but is not limited to: 
•	Email address 
•	First and last names
•	Contact telephone number
•	Cookies and Usage Data

Usage Data
Information may be collected which allows us to see how the Asset is accessed and used (‘Usage Data’). This may include non-personally identifiable information such as the User’s browser type and version, pages of the website they visited and for how long, and how and when the website was accessed.

We use Cookies to track User activity on the Asset and hold certain information.

What are Cookies? – pieces of data, often stored in text files, that websites place on a User’s computer. They store a range of information which is typically unique to that person’s device.

Are they essential? – A User can set their browser to refuse all Cookies, or to be informed when one is being sent. However – disabling Cookies may limit how the User can interact with some features of our Asset.

What Cookies do we use?
•	Necessary Cookies – these enable core functionality of the service. This includes security, network management, and accessibility. These cannot be turned off.
•	Analytic Cookies – These help us understand how visitors interact with our website and help us discover errors.
•	Preference Cookies – These are used to memorise choices made by the User to enhance personalisation.

When Users access the Asset, they will have the option to ‘Accept all’ of the Cookies detailed above, or to choose which ones to allow by selecting the ‘Setting’ or ‘No thanks’ options.

How the Data is Used

The data collected by We Are Brass Tacks ltd is used for several purposes:
•	To provide and maintain our Asset
•	To contact Users about changes, updates, and services
•	To allow Users the ability to use the interactive features of the website when they choose to do so
•	To provide customer care and service to the User
•	To provide information and analysis that allow us to improve the Asset and our services
•	To monitor usage of the Asset and address technical issues

Transfer of Data
If Users are located outside of the United Kingdom and choose to give their information to us it will be transferred, including personal data, to the UK for storage and processing.
Consenting to this Privacy Policy, along with the submission of said information, represents the User’s agreement to the data transfer.

Disclosure of Data – Legal Requirements
We Are Brass Tacks ltd may disclose a User’s Personal Data if we are in firm belief that it is necessary for:
•	Complying with legal obligations
•	Defending and protecting the rights or property of We Are Brass Tacks ltd
•	Preventing or investigating any potential malpractice relating to the Asset
•	Protecting the personal safety of Users or the public
•	Protecting against legal liability

Data Security
We Are Brass Tacks ltd understand the importance of having robust information security measures in place. This is reflected in the company’s management approach to these issues. 
Data held by We Are Brass Tacks ltd will primarily be hosted on a secure server. All data is encrypted at rest- with only authorised members of staff given access.

Third-party Providers
We may be required to employ the services of external companies/individuals to maintain our Asset. This can include developing the Asset and assisting is data analysis.
Should these Third-party Providers require access to your Personal Data, it will only be used to carry out tasks on our behalf, and they are obligated not to disclose it, or use it for any other purpose.

The Third-party Providers we currently use to monitor and analyse data from the Asset are:
Google Analytics – A web analytics service provided by Google that tracks and reports website traffic using the collected data. Google shares this data with their other services. Google may use the collected data to adjust advertising on its network*.
Strikingly Analytics – Strikingly provide the platform used to build wearebrasstacks.com. This service includes a data analysis function which monitors site traffic and activity.

*By installing the Google Analytics opt-out add-on for their browser, Users can prevent the JavaScript from sharing information with Google Analytics about the activity of their visit. We recommend reading about Google’s privacy practices here: https://policies.google.com/privacy?hl=en 

Links to External Websites
Our Asset contains links that when clicked or pressed will redirect Users to external websites that are not controlled or operated by us.
We Are Brass Tacks ltd does not assume responsibility for the content or operations of any external sites or services.

Changes to our Privacy Policy
We reserve the right to update this policy when required. In the event of this, we will notify Users by posting the updated Privacy Policy to the Asset. Any changes are effective from the time it is posted.

Contact Us
For any queries about our Privacy Policy, get in touch with us by email at hello@wearebrasstacks.com