Danish Broadcasting Corporation: Creativity and innovation in a changing media landscape
The Context
Danmarks Radio (DR), Denmark’s public service radio and television broadcaster, sought a more cohesive and forward-looking approach to aligning strategy and practice within its youth division, DR UNG TV. This need arose in the wake of a major reorganization and the launch of a new strategic direction.
With a staff of about 45, DR UNG TV set out to explore what the new strategy meant in practical terms—and what mindset and behavioral changes would be needed to bring the strategy to life in their day-to-day work.
Key areas of focus included:
to foster a shared understanding of the strategy’s significance, context, and DR’s unique contribution as a public service institution
to identify new opportunities within the strategy while maintaining DR’s identity and values
to foster curiosity, creativity, and experimental ways of working
to build resilience and the ability to navigate change and uncertainty—both individually and as a team
to rebuild confidence in one's own abilities and strengths when dealing with change
The Process
Our collaboration with DR was based on a thorough understanding of the organization’s environment, values, and challenges. Through a series of joint workshops and customized training programs, we worked to implement the new strategy and address its implications for the department.
Throughout the process, we focused on fostering a mindset that embraced change, experimentation, and learning. The process was documented and compiled into a living playbook—a shared reference point that outlined DR UNG TV’s approach to creative work and development.
Today, the playbook serves as a practical guide for day-to-day work and reminds the team of their shared understanding of the “DR way” of working.
The results
Following the initiative, DR UNG TV emerged with a shared foundation for its work on creating ambitious content for young audiences—one that is clearly rooted in DR’s DNA.
Among other things, the program contributed to:
Clarity and direction: A clearer understanding of the department’s role, purpose, and unique characteristics.
Enhanced capabilities: A team with greater creative courage, curiosity, and resilience in the face of change.
Concrete steps: A shared playbook that translates mindset and values into practice in projects and processes.
The collaboration gave DR UNG TV a stronger foundation for both understanding and actively addressing change—and for continuing to develop youth television that is relevant, bold, and clearly rooted in DR’s public service mission.
"Following a major reorganization and a simultaneous strategic realignment, our department had a pressing need to rediscover our DNA and rebuild our creative spirit. Over the course of four modules spanning a month and a half, the group developed a mindset characterized by creative courage, optimism, and a desire to break away from a prolonged period of lack of direction and inspiration.
It was remarkable how Thomas managed to adapt his communication and tone to the specific group throughout the process. His sense of balance between challenging the group and simultaneously creating space for spontaneous conversations earned great respect for his facilitation style—with a clear focus on getting the most out of the process."