Bringing consistency and cohesion to a global brand
WSP
Brand Campaigns Global
WSP is one of the world’s largest engineering consultancy firms and, while undergoing an intense period of growth through acquisition, needed a strategic partner who could work with them on a global scale.
Earnest helped them to understand the breadth and depth of what they do; creating a series of global, client-centric propositions, campaigns and creative platforms to solidify the areas of specialism and expertise in the minds of their clients and prospects.
Impact
4 Global propositions and messaging frameworks
3 Campaign creative platforms and tactical plans
Challenge
WSP wanted to work with more of their existing clients across their various service offerings however, having acquired a plethora of businesses, the portfolio had grown even bigger and only a handful of people within each region could really articulate the full scale of WSP’s expertise and capabilities.
This had also created challenges in the market, where prospects and clients alike were unaware of the services WSP offered and marketing activities were focused more regionally rather than globally.
Approach
Working across multiple service lines: Property & Buildings, Decarbonisation, Earth & Environment and Mining, we conducted rigorous research into the market to develop differentiated, customer-centric value propositions as well as go to market strategies and creative campaigns for these key service areas for WSP to promote on a global and regional level.
We also created sales enablement assets and held global townhall meetings to educate and inform employees about the new messaging to ensure consistency in the narrative and a unified approach across marketing teams around the world.
