Marketing Advisory Services was commissioned by GasanMamo Insurance to conduct an Institutionalizing Innovation exercise. The aims of this exercise were to improve interdepartmental communication and collaboration, help the organisation reflect common brand values, and disseminate a culture of innovation. To achieve these aims Marketing Advisory Services organized face to face discussions with a sizable and representative cross-section of GasanMamo employees spanning the different departments and job positions. In order to be able to reach theses aims a three phased approach was designed. The first phase of this approach consisted of a series of one-to-one discussions with the staff; this was followed by phase two which involved the charting of a strategy, tailor-made for GasanMamo, which lead to the third phase which consisted of the implementation of the strategy.