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Spirent recognised that their brand needed to change the way it communicated. It needed to speak not just to the hard-core technical specialists who are at the sharp end of testing, it also needed to address the concerns of the financial directors who approve the contracts and judge value.
Our brief was to create a brand campaign that was simple, consistent and coherent - something that would change the way the company was perceived by its key audience. To do so would mean that we needed to ensure that the comms would work for both audience segments under one creative direction and across all channels.
We put together our team from several areas of expertise including agency, digital, brand strategy, and exhibitions to work together to create a new look and feel to reposition the brand in the marketplace.
The work they produced involved a coordinated cross-channel activation that included online ads, website re-branding, exhibition stands, white papers, campaign templates and a convention stand. All were integrated together under a single strategic conversation topic: 'if it's Spirent, it works.'
This brand device allowed us to change the conversation from 'huh?' to 'aha' in the minds of one audience segment, whilst preventing alienating the other segment.
In a few short campaigns that changed and unified their approach to marketing, we managed to save Spirent 10% from their marketing budget and to create over £5m in new business enquiries.
Here's what Martin Vickery, Director of Corporate Marketing for Spirent had to say:
"Bray Leino’s creative thinking and execution was excellent. The launch was a huge success and the device has become an integral part of our Marketing communications."