John Brown originally created the first print incarnation of Roger back in 2006. Since then Roger has gone from print to digital, but there was a call for it to go back to print, due to the vast number of Virgin staff who are not deskbound and therefore found it difficult to access the online version.
Saskia Dornan, Head of Group Internal Communications at Virgin Management Ltd said: "We needed something with a wider reach for non-desk working staff. The Roger Collective has been greatly received with hundreds of employees offering up content. We are packed to the brim with stories! It's is all about keeping the conversation going wherever Virgin employees are."
The Roger Collective is under the editorial directorship of Kate Cornish, an editor for a diverse number of newsstand and customer titles, who has worked with Virgin on their internal comms publication from the very beginning.
Kate said: "We wanted to create something that would stand out in the overflowing world of brand comms, emphasise the colourful and pioneering aspects of the Virgin character, while at the same time showcasing the fabulous individuals that really make a difference around the Virgin Group.
"The Roger Collective goes beyond passive reading by asking readers to contribute content, giving staff a sense of ownership of the mag, which also reflects Richard Branson's favourite mantra: ‘Convention dictates that a company looks after its shareholders first, its customers next and last worries about it employees. Virgin does the opposite.'"
Saskia Dornan said: "The Roger Collective is a wonderful way of putting all the staff recognition comms in one place. It gives employees a chance to talk about themselves and their job. We are very excited about The Roger Collective, which combines the importance of staff recognition with the hip irreverence of a fanzine. Perfect for all our employees, who as well as giving their best, deserve a magazine showcasing their talents, but always with that famous Virgin twist."
The Roger Collective is produced in printed format three times a year and distributed to Virgin companies around the globe.