Leading the people part of culture change.
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.
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 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.
WABT News
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
