Communications Leadership during MPG’s Acquisition by Keywords
Client: The Multiplayer Group x KeyWORDS
Key Responsibilities
Internal Comms Strategy
Change Management
Stakeholder Alignment
Copywriting
Scenario Planning
THE BRIEF
In December 2023, MPG was acquired by Keywords Studios —a significant milestone for both companies. As a key player in the change management process, I spent five months preparing for this transition, collaborating closely with MPG’s CEO, COO, Head of Marketing, and Head of People to ensure every communication detail was meticulously planned and executed.
THE CHALLENGE
Navigating an acquisition requires balancing transparency with confidentiality, and above all, timing is everything. As we prepared to announce MPG’s acquisition, it was essential to prevent speculation, ease concerns, and avoid any premature leaks. Our goal was clear: to ensure that every member of the MPG team heard the news directly from the leadership team in a personal, supportive way—before it hit external channels.
But there was more to it than just delivering the message. We had to keep the team motivated and engaged, reassure them about their futures, and build excitement around the opportunities this acquisition would bring. All of this needed to be handled delicately, while also accounting for different time zones, schedules, and individual concerns.
The approach
Strategic Scenario Planning
We kicked off by mapping out potential scenarios: What if the sale fell through? What if information leaked early? We carefully constructed a project timeline, planning for every possible twist while keeping people on a "need to know" basis until the right moment. Timing was key in everything we did—both for internal and external communications
Crafting Thoughtful, Personal Communications
I wrote every communication with one thing in mind: How would it feel to hear this news for the first time? I tailored messaging to different audiences within the company, knowing that questions and worries would vary across teams. Some might feel excited, others uncertain or even apprehensive. My goal was to create messages that reassured, inspired trust, and aligned with MPG’s warm, personal tone of voice.
The Announcement Rollout
On the day of the announcement, we held two video conferences to accommodate different time zones.
Following the first session, we immediately made available a comprehensive Q&A document, answering the team’s most pressing concerns. I also provided detailed manager notes, equipping leaders to have one-on-one conversations with their teams. We recorded the second video conference and shared the best version, ensuring everyone had access to the information in their own time.
In a personal touch, we reached out to team members on leave and invited them to join the early Monday morning call in advance—being careful to communicate reassurance and avoid causing unnecessary worry.
Stakeholder Alignment Across Companies
In addition to managing internal communications, I worked closely with stakeholders from Improbable and Keywords Studios to ensure that everyone was aligned on the communications timeline. This collaboration was critical in keeping our messaging consistent, professional, and on point.
Outcome and key takeaways
The acquisition was announced smoothly, with no leaks or miscommunications. The team felt informed, reassured, and—importantly—excited about what the future held. The combination of transparent, well- timed communications and thoughtful stakeholder management helped ease the transition, and we successfully maintained trust and morale during this pivotal moment in MPG’s journey.
This project is a great example of how internal communications can make or break a major change, and it underscored the importance of putting yourself in the shoes of your audience, planning for every possible scenario, and always delivering messages with empathy, clarity, and precision. If you’re looking for an expert to guide you with your communications, get in touch!