In May, the Academy of Interactive & Visual Arts announced the winners of the 31st Communicator Awards. Our partnership with FanDuel turned out to be award-winning! Together, we won two awards, standing out in a field of over 3,000 applicants. The awards were:
1. Employee and Internal Communications—Employee Engagement Program, Excellence 2025
2. Employee and Internal Communications—Communications, Distinction 2025
The Communicator Awards honor excellence and innovation spanning all aspects of communication in a variety of categories from Corporate Communications to Marketing Effectiveness. We’re honored to have received the awards, but none of it would be possible without a collaborative, visionary client.
My Play: FanDuel’s Career Development Campaign
At FanDuel, career growth isn’t just a perk, it’s a strategic priority. As one of the fastest-growing companies in a highly competitive industry, FanDuel understands that keeping top talent means more than offering promotions. It means redefining what career mobility looks like.
Together with FanDuel, we achieved this goal by creating My Play—a bold, branded internal campaign designed to shift culture, empower employees, and reshape how career movement is viewed across the company.
The result? A career development communications campaign that didn’t just engage, it changed mindsets.
It All Kicked Off with a Business Need
We started with a challenge: FanDuel’s people wanted to grow, but many felt stuck unless a promotion was on the table. Internal survey data confirmed it—employees didn’t know how to advance unless they were climbing upward. That insight, paired with a median employee age of just 34 and an average tenure of 2.5 years, sparked a cultural rethink.
Our goal? Break the “promotion-or-bust” mindset, and reframe career growth to show employees that mobility can take many forms. To retain their brightest minds, they had to evolve the employee experience around development.
How We Created an Award-Winning Campaign
With FanDuel, we developed a campaign that wasn’t just informative. It was persuasive, emotionally resonant, and culturally relevant with:
- A clear, visual identity for the program branded as My Play, rooted in FanDuel’s competitive, energetic spirit
- Three career “plays” to make mobility feel accessible:
- Run (grow in place)
- Slide (make a lateral move)
- Jump (go for a promotion)
- Messages tailored to both employees and managers to drive behavior change on both sides
- A strategy brought to life through campaign assets, like a town hall presentation, a visual infographic, intranet content, and a complete rebrand of existing career tools
My Play career development campaign
Why It Worked
Strategic alignment? Measurable outcomes? Strong creative execution? Cultural transformation? Absolutely.
FanDuel’s career development strategy didn’t just check boxes. It told a story that employees could see themselves in. The campaign positioned employees as the owners of their own careers, while equipping managers to become coaches and advocates for internal mobility.
With clean messaging, a bold brand, and a deep understanding of employee needs, My Play delivered an experience that inspired action, not just awareness.
What We Delivered
- A full brand identity for My Play, including logo, name, visual style, and messaging framework
- Infographic and intranet content to drive program understanding and usage
- Career development resources refreshed and rebranded to align with the new strategy
- Strategic messaging to address emotional barriers, like fear of lateral movement or leaving a familiar team
- Town hall content to activate internal champions and give HR leaders a strong narrative
The Results?
While full measurement is ongoing, early indicators show:
- Increased engagement with internal job postings
- Positive feedback on the shadowing and coaching offerings
- More employees initiating career conversations with managers
- Managers adopting the new mindset: “If you’re not developing your team, you’re not managing your team.”
The Message FanDuel Left with Employees
“You’re in charge of your career. Whether you run, slide, or jump, we’ll back your next play.”
And that’s what My Play is all about: empowering people to grow in a way that works for them, while building a company that grows with them.
Ogo Taiwo, contributed to the development of this blog post.
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