Adecco. Brand architecture, positioning, brand identity, tone of voice, activation
When you send 800,000 people to work every day, that’s an achievement.
When it’s all you are known for, that’s an issue.
The Adecco Group, the world’s largest HR solutions provider, was famous for its market-leading, but ultimately low margin, temporary staffing brand ‘Adecco’ rather than its wider brand portfolio. To create distinction for the Group brand and simplify the portfolio, we created a positioning that would widen its remit and give it licence to become a thought leader. With its unparalleled scale, and ability to see a macro view of the world of work, we developed a brand idea that was about more than making money, or sending people to work.
From 2017 onwards, The Adecco Group operated under an imperative to ‘Power Prosperity’. This would in turn act as a connective thread for all the brands in the portfolio.
Activation
The halo effect
The halo effect
With a refreshed masterbrand in place, The Adecco Group decided it was time to get their house in order. Having grown to over 90 brands through a decade of M&A activity, we helped give a unique understanding on how to drive more revenue, reduce overlap and grow value across the portfolio. We embarked on a global stakeholder process that helped create engagement and generate the insights needed to develop a new streamlined architecture, allowing us to predict future revenue. The result is a cleaner, refined architecture.
Each global lead brand has a distinct role to play, serving unique audiences and generating a halo effect for the newly refreshed Group brand.
Source: Landor case study, website