How do you communicate with 5,000 employees across 17 countries in a simple yet effective and compelling way? This was a question that Jovina Ang had to answer back in 2010, when she joined Microsoft Services Asia as marketing communications director.

It was around that time that the organization also welcomed a new vice president, and so it was especially incumbent upon Ang to quickly nurture working relationships between the organization’s new leadership and its staff.

The task was daunting insofar as Microsoft Services Asia—the division concerned with information technology consultancy and support—is spread across a vast and diverse region, including countries like Japan, India, and Greater China.

Furthermore, employees were, on the average, receiving some 200 emails per day. It was not unimaginable that a mass, corporation-wide email would be left untouched and unread by most employees.

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