A culture reignited: powering shared ownership at JTC Group
Problem
Uniting a rapidly expanding workforce behind a foundational belief
Action
Transactional to transformational: turning a financial benefit into a cultural movement
Impact
A movement, not just messages
PROBLEM
Overview
Uniting a rapidly expanding workforce behind a foundational belief
JTC Group’s Shared Ownership model is the cornerstone of its culture – a belief that when every employee thinks and acts like an owner, collective success follows.
But after global expansion, 60% of the company’s 4,000+ employees across 22 jurisdictions had never experienced a share award first-hand – and didn’t connect with the concept of ownership.
Engagement was uneven, and understanding was low. The risk? A foundational idea was becoming harder to feel in day-to-day reality. JTC needed a transformative approach to reconnect all employees – from recent hires to long-standing veterans – with the ‘why’ behind ownership.
The goal? Reignite a globally consistent, high-performance culture to power sustainable growth.
ACTION
Making it happen
Transactional to transformational: turning a financial benefit into a cultural movement
We reimagined Shared Ownership not as a financial scheme, but as a story employees could see themselves in – one rooted in identity, purpose and action. Our human-first campaign embedded purpose into the everday, anchored by the behavioural message: Think like owners. Act like owners. Be rewarded as owners.
We brought the campaign to life using JTC’s monarch butterfly – a powerful symbol already embedded in the brand – reimagined to represent transformation, strength, and shared progress.
We used every tool in the internal comms kit. Vlogs, podcasts, infographics, masterclasses, refreshed colleague-centred imagery, an AI-powered assistant and personalised intranet dashboard. The redesigned Shared Ownership Hub on Joogle (JTC’s intranet) became a go-to resource, while the global celebration, Ownership For All Day (O4AD), brought colour, celebration and connection to every one of JTC’s 34 offices.
THE CREATIVE
Butterflies, belonging and boldness
The monarch butterfly gave our campaign its wings – visually tying together JTC’s past, present, and future in a powerful symbol of perseverance and change.
From leadership storytelling to immersive design, the creative brought clarity and emotion to a complex topic. We replaced dry policy with personal pride — all centred on a clear behavioural journey: Think like owners. Act like owners. Be rewarded as owners. From Canary Wharf to Cape Town, every touchpoint was designed to help employees see themselves as contributors to JTC’s future.
THE IMPACT
A movement, not just a message
The campaign exceeded every KPI, creating lasting change:
And the qualitative feedback? Transformative. Staff described feeling ‘part of something bigger’. Managers gained confidence. New joiners embraced the culture faster than ever.
As one leader said: ‘We have a new energy that we will be feeling for a long time to come.’
This was my first O4AD… it really did make you feel like you are a part of something bigger.
96%
of employees reported understanding Shared Ownership
71%
said Think. Act. Reward. clarified the concept for them.
5,000+
intranet visits. 762 video views, and 727 masterclass attendees – in a single cycle.
IMPACT
Why it matters
Awareness isn’t enough to shift culture. The real goal is empowerment. Through storytelling, symbolism, and strategic communication, H&H and JTC rekindled a powerful sense of ownership – inspiring energy, initiative and everyday pride.
This is Shared Ownership. This is culture, transformed.
Find out more about culture in our deep dive report all about organisational culture.
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