'You're hired!': Bridgestone's Apprentice-style conference sets a company precedent

ERJ staff report (BC)

Warwick, UK - A Dragon’s Den, The Apprentice and a number of presentations to Bridgestone’s answer to entrepreneur Lord Alan Sugar were highlights of a hugely successful annual conference for Bridgestone’s UK and Irish staff, where an innovative team concept will now be converted into reality.

The staff gathered in Stratford-upon-Avon for the event, where traditional presentations were replaced with a day of interactive activities.

Split into teams, staff were challenged to devise a "big idea" in the style of television show The Apprentice, designed to make customers more compelled to choose Bridgestone first.

After managing director "Lord" John McNaught listened to a number of on-stage pitches, an idea to create a web-based app was officially "hired" and will be turned from a concept into reality in the coming 12 months, in an attempt to separate the brand from its competitors.

Meanwhile Bridgestone’s consumer and commercial sales directors Brett Emerson and Greg Ward presented Dragon’s Den style pitches to a team of senior bosses, in another way to communicate both departments’ plans and engage with staff.

Reflecting on Bridgestone’s most successful annual conference during his time at the helm, John McNaught said that that a greater sense of involvement and ownership had made for a triumphant event: "There was a sense of involvement, commitment, ownership and teamwork among all present. This resulted in a day to remember.

"These qualities need to be replicated during our day-to-day activities from now on. We need the same amount of effort throughout 2014 to ensure a successful year and I am confident that this will be the case."

Mc Naught also reflected on Bridgestone’s results for the last 12 months and was quick to pay tribute to the people who help position the brand as a "compelling, premium choice for customers".

"We boast very, very strong sales teams in the UK and Ireland. They understand our company goals and strategies, not to mention the needs of their customers.

"In Ireland for example, we have the number one sales team for every single product available in the country. They have done a fantastic job.

"The people we have on board have given us a good base to build from in 2014 and they represent a huge collective asset for Bridgestone as a whole."

The winning app will house "all of the company’s assets, accessible at the swipe of a touchscreen for customers to benefit from".

Bridgestone believes the app could be an indispensable asset to retailers, customers and consumers.