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ChevronTexaco North American Lubricants (NAL) needed to revitalize its employee Recognition & Awards program—Committed To The Climb (CTTC). While generally considered "successful," the program had been undermined by merger issues, which created a lack of consistent support and focus, both at the launch and maintenance stages of the program. Competing programs within ChevronTexaco further limited its success.

MGW leveraged the existing equity of the program within the organization and among ChevronTexaco NAL's marketers/distributors to create a truly branded program that was measurable, interactive, targeted, and capable of operating in real-time. Program materials were distributed at seven "Town Hall" meetings—one each at Chevron's five plants and at two corporate locations—and billed as need-to-attend multimedia events.

The Town Hall meetings proved effective venues for bringing three corporate cultures—Chevron, Texaco, and CalTex—together as one. Management and employee communications at each location were highly interactive, with key leadership figures providing a clearly defined overview of the company's near- and long-term strategic initiatives, with employees engaging management in an open microphone forum. The CTTC program follow-up communications continued throughout the year, serving as a constant reminder of everyone's commitment to achieving the corporate and personal goals set forth at the Town Hall meetings.