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BOC Global Branding Southampton-based marketing communications agency, Remo, has beaten advertising giants, Saatchi and TMP Worldwide, to win BOC's global recruitment branding. Remo was selected following an six-way pitch which included agencies all over the world, from Australia to the US and Europe. With immediate effect, Remo will be responsible for the branding on all BOC recruitment advertising and support materials around the world. Operating in more than 70 countries and employing around 49,000 people, BOC runs a wide diversity of recruitment advertising worldwide. From now on, all BOC recruitment campaigns, whether they run in a small province of Malaysia or across the whole of North America, will follow the guidelines prepared by the Southampton agency. Remo's Managing Director, Ursula Dunn, says, "With Remo's help, BOC recruitment advertising will have greater consistency and synergy and will bring added strength to the brand. Supporting corporate values, the BOC recruitment brand will highlight job opportunities and variety, and reinforce the group culture. Most importantly, it will raise the calibre of candidates. On developing and working with us on the recruitment brand, BOC has shown itself to be an employer of vision. We look forward to continuing to work with the HR team and to being their number one recruitment advertising agency." Since winning the pitch, Remo has been given responsibility for developing BOC Group's UK recruitment advertising for the next 12 months. The agency has recently completed the company's graduate recruitment campaign, including the website, brochure, advertising and support materials and is currently developing BOC's generic recruitment campaign. The Head of Resourcing at BOC Group UK, said, "We chose Remo over the other agencies because we felt they really understood the importance of integrating corporate brand values into HR strategy. We are delighted that we will be continuing to work with the Remo team and benefiting from their input on both a strategic and a creative level."
'A world of difference' branding projectFollowing a highly successful global advertising campaign Remo were retained by The BOC Group to evaluate its brand position. The project was coordinated from the UK with frequent link-ups to BOC's overseas departments in the US, Australia, South Africa, Malaysia, Canada and Europe. Project Objective - to create a brand vision for BOC RecruitmentApproach: This project uses a 7 steps brand development process as a framework for understanding and creating the design and rhetoric around the BOC Recruitment brand. This 7 step process includes the following stages: • achieving insight As part of the first two steps in the process Remo facilitated two sets of workshops with HR Resourcing and HR Services in order to: • develop
an understanding of existing internal perceptions of the BOC Recruitment
brand Report Outputs•
appreciation of existing perceptions and future aims for the brand
Support Material following brand development |
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