Shaping Communication and Collaboration at Sam Media

As Sam Media continues to grow across regions and time zones, one thing is clear: effective communication is essential—not just to get work done, but to build an organisation where people collaborate with purpose and clarity. Cultural Impact has been proud to partner with Sam Media in this journey, supporting the leadership and teams through a company-wide program aimed at strengthening communication and evolving team dynamics.

The journey began with a company-wide workshop focused on enhancing communication and inclusion. This shared experience brought energy, reflection, and a space for teams to explore their Cultural Impact Scan (CIS©) profiles and surface their communication preferences. From there, each team entered a deeper process of reflection and coaching, guided by their TEAM.AS.ONE TPS assessment and supported by three coaches—each certified by WIAL and also Team Psychological Safety (TPS) master facilitators. Together, they worked on defining their Team Charters: a shared understanding of how they want to communicate, collaborate, and make decisions together.

What makes this collaboration unique is the strong commitment from Sam Media’s leadership, with the CEO and HR Director playing an active role in shaping the process and supporting implementation. Their involvement has ensured the program stays visible, relevant, and anchored in real organisational needs. Rather than following a rigid plan, the work has evolved through ongoing conversations—adapting to what teams need and co-creating each step with intention.

Informal feedback from participants has already highlighted one of the program’s most powerful impacts: teams feel seen and empowered. The process has given them visibility and the opportunity to reflect on how they can grow—not in response to a crisis, but in pursuit of something better. The focus is not on solving dysfunction but on raising the bar for what collaboration can look like.

As we move into the second half of the program, the emphasis shifts to supporting teams in living their commitments, applying their Team Charters, and refining their practices. The upcoming TPS reassessment will offer a moment to pause, reflect, and measure how far the teams have come—and where the organisation wants to go next. Already, there are signs that the work is helping Sam Media reimagine collaboration and rethink how teams are organised to succeed.

We look forward to what comes next—and to continuing this shared journey with the teams, the leadership, and the coaching community that has made it possible. We’re also excited to welcome Jorg, Sam Media’s HR leader and driver of this initiative, as a panelist at the upcoming Team Psychological Safety Conference Asia.

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📦 Walking the Talk: Cross-Cultural Collaboration in Action

This program is not only about building better collaboration within Sam Media—it’s also a reflection of how we at Cultural Impact work. Our coaching team, spanning borders and time zones, brings together diverse perspectives and complementary strengths.

A special shout-out to Kristi Alcouffe and Benjamin Solomon, two integral members of our facilitation team. Their expertise as certified WIAL coaches and Team Psychological Safety (TPS) master facilitators has brought depth, creativity, and cross-cultural insight to every step of this journey.

Together, we're not just guiding others toward inclusive, human-centered collaboration—we’re practicing it ourselves.