Before they were The Clorox Company, they were the Electro-Alkaline Company. In fact, the very first bottle of Clorox Bleach touted, “Made with Electricity.”

Fast forward to 2018, with the in-house agency at The Clorox Company harnessing its own magnetic energy to reimagine, rebrand and reorganize into a powerfully integrated, full-service design and content machine—home to 160+ makers, artists, designers, developers, videographers, editors, writers, project and resource managers, account directors, strategists and operations ninjas.

Meaningful transformation starts with people, culture and vision. First, they rebranded as Electro Creative Workshop, a name and graphic identity that honors the past while reflecting a modern, creative workshop vibe. Then, they created an Electrofesto—a collective vision that details what they believe in, how they relate to one another, how they collaborate with brand partners and how they champion creativity. It declares, “We are co-conspirators. We are bouncers. We are bold-is-beautiful devotees. We are connectors. We are true. We are craftspeople. We are can-if thinkers. We are the Electro Creative Workshop. We are builders of iconic brands.”

Next, Electro knocked down the long-standing silos between packaging/print and digital/content. To get there, they combined PMOs, reorganized seating, formed a cross-functional leadership team and bolstered account, strategy and creative to become optimally integrated. Overall, 38 new positions, 43 desk moves, 13 reporting changes and five promotions.

Finally, Electro “invertised” throughout The Clorox Company. They built trust. They rebooted relationships. They clarified their value proposition. And, by year-end, they completed 7,000 projects and produced 40,000 creative assets for packaging, web, video, content and events—all while increasing YoY revenue by 10% and quadrupling their percentage of retained versus project work.

Pull up a stool to their workbench—this is the Electro Creative Workshop.

To hear more from Electro, register for the IHAF In-House Agency Masters conference on April 23 in New York City. Chief Electrofier Kerri Martin will share their energetic journey through transformational change.