January 2007 – ICI go into battle with the haka

As Maori warriors used the haka to prepare for battle and the All Blacks use the haka to prepare for international test matches, ICI wanted to use haka to invoke the passion, power and teamwork needed for going into battle in the corporate environment.

The idea for the haka came from Richard Stokes, CEO for ICI, UK and Ireland. He said, "We originally looked at using Manaia as an energiser at the end of our conference, however after learning the haka - the meaning, origins and the significance of both the actions and the words it became clear to me this was a perfect vehicle to help launch our conference theme "must win battles"!

Prior to the conference, Manaia and ICI senior management work-shopped haka and Maori cultural concepts applicable to the theme including commitment, focus and teamwork using the haka as the tool for exploring these ideas. At the conference, ICI senior management team welcomed Manaia into the conference venue where sixteen of our performers joined them on stage and performed the haka “Ka mate”.

Following the performance, it was the delegates’ turn. They were divided into 5 groups and in breakout rooms, Manaia trainers discussed haka and taught the haka “Ka mate”. Then all nine hundred were brought back into the conference theatre where in unison, they performed the haka “Ka mate”.

 Richard Stuckes concludes, “to follow that with what we understand to be the UK's largest ever Haka performance was a fantastic end to a fantastic conference. Many thanks to you and your team in helping this become such a memorable event for us."