Transforming the organisational approach to content

Unlock organisational silos

Why The Upside

Shell’s communications teams (850 people globally) wanted to prepare themselves for the future and brought in The Upside to do an independent review of this critical function and come up with ambitious but workable solutions.

How We Approached the Challenge

  • We conducted a thorough audit of Shell’s content operations and outputs, based on interviews, surveys, external case studies, and content analysis.
  • Our research and analysis led to 6 key recommendations, all of which were adopted by the leadership team, and implemented in close partnership with The Upside team


A new approach to content and collaboration has led to a significant reduction in content bloat and freed up resources to deliver more powerful globally aligned outputs

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