In 2017, pub chain Mitchells & Butlers launched a new online platform, Mable, to get its time-poor, mostly millennial staff to engage with learning. In 2024, it wanted to introduce a new character that would focus on their career development. This needed to feel relevant to a Gen Z workforce, match the fun positivity of Mable, and make employees excited to explore their talents. Tams helps employees to understand the benefits of career development and gives them the confidence to give it a try.

Blackbridge and Mitchell & Butlers brought in actor Louis Jay Jordan, who oozed effortless charm and embodied the spirit of Tams from the start. A teaser piqued employees’ interest and helped to brief managers that a new system was being introduced. While Tams’ platform was being uploaded, Mable was revamped with new images and updated language. To avoid confusion between the two platforms, they created a day-in-the-life film showing how they complement one another to help employees reach their potential.

‘Advance with Tams’ has only just been launched but already a high proportion of employees are logged on to the system, and an even higher percentage returned to the platform. Managers feed back that the platform has transformed how they do catch-ups with staff, that the character is memorable and someone that employees are choosing to engage with.