Repositioning publishing business

Background:

BLA was one of the longest established customer publishing companies in the UK. With the appointment of a new MD, Mandarin was brought in to reposition BLA as it re-branded.

Activity:

We worked closely with the senior management team to develop a strategy that would differentiate it from competitors and provide ‘cut through’ in a static market. Using our extensive media contacts we achieved sustained coverage of the new company as a customer publishing agency focused on generating content for print and online media. We maximised coverage of company activity and expertise, and positioned the senior management team as authorities in their fields by giving them the opportunity to comment on broader issues.

Success:

The result was that the company became the most talked about agency in its sector with a dynamic and challenging profile. It was able to stand shoulder to shoulder with larger competitors and subsequently merged with John Brown to become the largest customer publishing business in the UK.