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Change Marketing—A new perspective on employee engagement

  • 22 Aug 2018
  • 6:00 PM - 8:30 PM
  • Industrious at Perimeter, 7000 Central Parkway, Ste 1100, Atlanta, GA 30328


Registration is closed

Companies with highly engaged employees outperform those with low engagement by 250%. And four-out-of-five of business leaders believe engaged employees are a key growth driver. But, two-thirds of us are unhappy in our jobs - the thing we spend half of our waking lives doing.

The effect of this mass disengagement on business growth has yet to be measured. We believe this is the next wicked business problem of our generation.

At the core of this problem is the Human Engagement Gap - the void between leadership vision and meaningful adoption. Every leader is charged with driving organizational change. Only half of them believe their current employee engagement programs can bridge this gap.

We believe marketing offers a fresh perspective. The best marketers have mastered engaging people as consumers. What if the same approach could be applied to reach people as employees and reframe how they experience change?

Change Marketing leverages consumer-grade storytelling and progressive marketing techniques to build belief, fuel adoption, and create opportunity for all employees to become owners of change.

In this session, Local Industries Founding Partners, Neil Bedwell and Andrew Osterday, will offer a transparent, engaging deep dive into current research, practical examples, and burning questions around this new space that is disrupting and improving how change management leaders approach employee engagement and company culture.



A digital-native and strategic leader with 15 years running work, teams and businesses in London, Amsterdam and San Francisco. Neil is a Founding Partner at Local Industries, a Change Marketing consultancy focused on using consumer-grade marketing techniques to design and implement meaningful organizational change. The Local team works with a wide variety of clients including Coca-Cola, P&G, Delta Airlines, and eBay.

Neil has been lucky enough to experience life on the agency side - as Head of Strategy and Managing Director at Isobar - and as a client - leading digital strategy and content for Coca-Cola's Global Content Excellence group. His work included leadership of the digital program for the 2014 FIFA World Cup in Brazil, developing new ways to create and publish content in real-time across multiple social channels and managing global digital agency relationships.

Neil is an advisor to multiple start-ups, a General Assembly Instructor, and a regular keynote speaker on brand-building, storytelling, and marketing innovation in the social age, with appearances at The Adobe Summit, SXSW, IAB Mexico, The Economist Big Rethink, and Atlanta HR Summit.


Andrew began his career as a freelance artist, designer, and self-taught developer in the up-and-coming Atlanta agency scene. An original digital native, Andrew crafted campaigns for brands like the Atlanta Braves, The Home Depot, Delta, Porsche NA, Goldman Sachs, and Jack Daniels before moving to Coca-Cola’s Global group where he lead Cannes award-winning digital creative for Coke Zero. His work at Coca-Cola also included real-time social content and production for the 2014 FIFA World Cup in Brazil, leading the world’s largest user-generated photo contest ever and crafting Coca-Cola’s employee engagement program spanning all 206 countries Coca-Cola serves. Andrew is a frequent mentor and people connector, and still taps his artist roots when he’s not chasing his kids around.

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