Networking, memorable experiences, and entrepreneurial vision: Discover RX's organizational culture

One of the largest corporate event organizers in the world applies the same cultural model across the 25 countries where it operates

São Paulo, December 2024 – A survey conducted by ABRH Brasil (Brazilian Association of Human Resources) in partnership with technology company Umanni highlighted that one of the biggest challenges of the year was organizational culture (51%). However, the difficulties of implementing a cohesive corporate culture are not exclusive to Brazil. With this in mind, RX, one of the largest global B2B event organizers, leveraged its global rebranding to launch its new cultural code, based on the principles of Nimble Culture.

Conversation – Nimble Culture – Alinne Rosa  

“2020 was an incredibly challenging year for the events industry. Around 40% of the team had to be laid off. By 2021, we decided to identify the identity that remained within the company. Our internal communications team conducted a global survey, and the findings revealed that the culture code should be Nimble.” Nimble, she explained, essentially refers to a company segment whose culture emphasizes being Networked, Inclusive (accepting people with different perspectives, backgrounds, races, and genders), Brave (resilient in overcoming challenges), Magical (focused on creating memorable experiences for both clients and employees), prioritizing a Love of Learning (continuous improvement and curiosity), and an Entrepreneurial outlook.

“It is a culture with a startup mentality but also a traditional perspective,” she added. Over the past two years, as RX deepened its alignment with the RELX group, now operating with 35,000 employees worldwide, the Nimble culture became even more crucial. “I’ve been working across three different countries (USA, Brazil, and Mexico), and each one is distinct. It’s essential to know which aspect of Nimble is most relevant in each region. For instance, the ‘I’ for Inclusivity is universally significant across all countries. However, the ‘E’ for Entrepreneurship varies. Brazilians are highly focused on differentiating themselves and proving their results. Mexicans are innovative but less concerned about outcomes, while Americans evaluate potential results before considering innovation,” she elaborated.

The 'M' for Magical is global but manifests differently. Brazilians prefer immersive experiences, such as spending a full day at their parent’s workplace, while Americans favor shorter interactions, showcasing but not fully immersing. Networking also differs significantly. Latin Americans tend to build relationships without immediate expectations of benefit, whereas Americans initially assess personal gains. Learning preferences also varied. Americans often pursue knowledge strictly related to their role for professional growth, while Latin Americans, particularly in Brazil, actively prepare for future opportunities, studying leadership skills to stay ahead in competitive markets. This adaptability and varying emphasis on Nimble traits make it dynamic and organically impactful in fostering connections worldwide.

She said this adaptability extended internally, too. “When I joined the company seven years ago in 2017, leadership was more top-down. Over time, we fostered a shift toward listening to employees, creating a safe environment where opinions are valued. By 2024, RX launched an ambitious new initiative across RELX globally, promoting the idea that everyone is a leader. Events require employees to manage and coordinate contractors, cleaning staff, security teams, and more, making leadership skills essential.”

To nurture this vision, RX introduced “Manager Corp” training in Brazil. This program supports employee life cycles and leadership training, ensuring leaders become facilitators, guiding diverse teams, encouraging cross-functional mobility, and even considering career progression within the RELX Group or externally.

Nimble Awards and Recognition Initiatives  

The company also implemented key recognition programs. One is the **Nimble Champion**, held six times a year regionally. Employees are encouraged to nominate peers whose daily actions embody Nimble attributes. Winners are selected per country (USA, Mexico, and Brazil), and in case of a tie, the number of nominations serves as a deciding factor. Regional winners compete in the annual **Nimble Champion Americas**, where regional leaders crown a singular winner from top participants. The winner is awarded a financial prize, with the Americas champion receiving double the usual amount.

Another hallmark recognition program for RX is the **Global Nimble Awards**, coordinated out of London. These awards celebrate both individual and team achievements, evaluated on Nimble attributes, with financial awards reaching up to $4,000. Held in May and November, they acknowledge excellence on a grand scale.

During the pandemic, RX lost its global HR leadership, sparking an opportunity for internal initiatives to redefine its identity. Natalie, part of the internal communications team, realized the necessity of anchoring the company’s brand renewal in its DNA. Nimble culture emerged as an inspiring framework that resonates across diverse cultural landscapes, aligning modern aspirations with deeply rooted values.