• Leading the people part of culture change.

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  • 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.



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

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    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.

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

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    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

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  • Helpful downloads

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    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

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    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

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    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.


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    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.

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    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.

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    Jason Aitcheson

    Creative Lead

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


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

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    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.

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    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

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    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!

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    "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

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    Join WABT

    Are you a confident communications professional with a passion for change-making strategy?


    Are you a committed creative looking for a curious audience to connect your work to?


    Are you stuck working on the same projects day after week after month and desperate for some variety and purpose in your work?


    We lead change on everything from large-scale culture change programs for FTSE 100 companies to grass-roots campaigns for local and national non-profits. If you want to start making a difference, get in touch and tell us your story.

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    Join Our Talent Pool

    We are always on the lookout for talented creatives, strategists, communicators, facilitators, thinkers and doers to be a part of our talent pool.


    Take a look around and if you like what you see, click the button below to get in touch.


    Tell us about yourself, who you are, what you do, what you like, what you don't, what you have been through and why you think we would be a great fit for each other.

  • WABT Social