How we repositioned WS Atkins to showcase their outstanding digital capabilities.
WS Atkins (commonly known as Atkins) are a multinational engineering, design, planning, architectural design, project management and consulting company headquartered in London. Their offering is hugely diverse, and so are their audiences.
The UK’s construction sector has been relatively slow to adopt new technology, and confused by the overwhelming amount of innovative new techniques and digital platforms being pushed by Atkins and their competitors. All were guilty of flooding the market with gadgets where — shortsightedly — only the features were promoted. Audiences were still left completely unaware of the value of technology, and the role it played in delivering actual benefits.
Atkins was then acquired by a large, global competitor. Suddenly, the newly combined organisation had far more technical capabilities than the competition. As well as many years of delivering more traditional service through Atkins’ expert teams. They had an opportunity to make the most of this incredibly valuable combination of people and technology to improve project outcomes. We established that it was important to position their advanced technological offering as a means to an end, rather than an end in its own right. That’s how the line ‘People. Drive. Results.’ was born.
Their technology captured essential data which allowed Atkins’ experts to gain more insight, and work more efficiently, than ever before. We helped them showcase their leading simulation and optimisation technologies, bringing to life their key benefits: improved collaboration, reduced risk, improved productivity and smarter working practices. Put simply, we showed that better technology provided more comprehensive data, and more comprehensive data meant that Atkins’ experts could really maximise results.
All of this thinking was creatively executed across a number of internal initiatives. It also informed the development of campaign activity for specific product areas including investment planning and asset management. Demand generating activity was largely digitally led, and included web design and build, paid search and social activity. Plus some visually engaging event content.
Atkins now have a scalable positioning, and a unique proposition that not only reflected their incredible tech capabilities, but also distilled their offering into clear, tangible benefits. Something that their target audience had never seen before. We helped completely distinguish them from their competitors, and created a framework that could be built on for years to come.
Branding, Creative, Media, Social & PR, Strategy, Technology