People have their routine but life never stays the same. The same goes to business world, particularly in creative agency. With the ever changing market view caused by variety of target audiences, resulting in need of creative agency to be freshly appealing in the market. The basic goal of change has been the same: to make fundamental changes in how business is conducted in order to cope with a new and more challenging market environment (Kotter on Gallos, 2006, p. 219). A change needs time and it cannot be easy as the same approach could not be applied in all situations (Lewin on Gallos, 2006, p. 142). This research is about communication role used in the change of brand transformation within creative agency “X” in Jakarta, Indonesia. The change happened due to the demand caused by the fast pace of changing of business as the market and consumer are getting smarter thanks to the technology. The technology plays a vital role in the industry by expanding pattern of creative business. However, there is a limit to said role, thus, the agency decides to transform its brand into a new and improved one without affecting the quality of the foundation which has been built for seven decades. This research explores the way of management of the creative agency communicated the changes on their brand transformation to the employees, identifies the brand transformation and analyzes the impact of those changes its employees. This research uses the qualitative method with in depth interview to the internal key persons from the organization, which then analyzed with the concept of Three Step Model of Change by Kurt Lewin (1947). Based on the results of the research, it was found out that the management communicating the change internally by following the proper change communication strategy and employees positively responding to the change
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The keywords of this research are: organizational, change, transformation, communication and creative agency.