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SteinIAS Case Study Towers Watson
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SteinIAS Case Study Towers Watson

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Introducing the new global professional services mega-brand, Towers Watson – the …

Introducing the new global professional services mega-brand, Towers Watson – the
merger of Towers Perrin and Watson Wyatt. These companies were two industry
powerhouses – each with different and overlapping focuses, positionings, vertical
markets and products/LOBs – that needed to joined under a unified brand with
holistic product portfolio and go-to-market approach.

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  • 1. GLOBAL B2B’S BEST Case Study | Towers Watson// OpportunityIntroduce the new global professional services mega-brand, Towers Watson – themerger of Towers Perrin and Watson Wyatt. These companies were two industrypowerhouses – each with different and overlapping focuses, positionings, verticalmarkets and products/LOBs – that needed to joined under a unified brand withholistic product portfolio and go-to-market approach. And the campaign requiredgoing from 0 to 1000 mph with a global launch including dozens of media properties, Introducing Towers Watson.hundreds of print and digital executions, extraordinarily high client expectations, Broader perspective to deliver real-world results.and no margin for error.We were tasked with developing an integrated the go-to-market program to Towers Perrin and Watson Wyatt have come together as Towers Watson. A global company with a singular focus on our clients and their success.dimensionalize/enliven key messages, drive awareness and also drive engagement Now you can count on 14,000 experienced professionals for deep global and local expertise. For a collaborative approach grounded in rigorous analytics. And for the perspective to connect the big picture to your picture. So you can see your way clear to improved business performance. Towers Watson. Clear Results.with C-suite decision makers. towerswatson.com Benefits | Risk and Financial Services | Talent and Rewards// Solution ©2010 Towers Watson. All rights reserved. TW3406c4_People_CFO_FP_US.indd 1 12/22/09 6:17:54 PMIn our view, the win for Towers Watson was to develop a positioning basedon the “clarity” it could provide because of the even greater “perspective”the merged brand could deliver. This clarity was seen as a direct result of thepeople of the new Towers Watson – and their ability to solve critical, real-world // For more information, visitbusiness challenges. facebook.com/steiniasThe new Towers Watson (and its new logo) included a very personal scripted“TW” and we recognized and leveraged this as a huge strategic and creative // In the US, callopportunity. Our campaign approach took the “TW” and made it an icon Barrie Rubinstein atrepresentative of the people, expertise and key business results of Towers Watson. 1-646-467-7061 or email brubinstein@steinbrand.comThe campaign was vetted globally and executed in print, online, via the websiteand through events/thought leadership in all theatres. // In the UK, call Rob Morrice at +44 (0)1625 578578 or// Results email rob.morrice@iasb2b.comThe campaign a success at every level – from global C-suite to local markets. It yieldedover 42 million impressions generated between print and online efforts; over 1.1 millionvisits to the new TowersWatson.com; click-through rates on general business sites upto 5X the industry benchmark; 18,185 total conversions generated to fuel global pipeline;and ultimately a 24% growth in share price.SteinBrand.com | iasb2b.com
  • 2. GLOBAL B2B’S BEST Case Study | Towers Watson Towers Watson. Apresentamos a Towers Watson. Introducing Towers Watson. Die Expertise weltweit führender Ampla perspectiva para gerar Broader perspective to deliver Beratungshäuser unter einem Dach. resultados tangíveis. real-world results. Towers Perrin e Watson Wyatt se uniram como Towers Watson. Uma empresa global Towers Watson vereint die Kompetenz von Towers Perrin, Watson Wyatt, com foco singular em nossos clientes e no sucesso de suas organizações. Towers Perrin and Watson Wyatt have come together as Towers Watson. A global Rauser Towers Perrin und Watson Wyatt Heissmann. Unser Erfolg ist Ihr Erfolg. company with a singular focus on our clients and their success. Agora você pode contar com a experiência de 14.000 profissionais, com profundo 14.000 Experten stehen weltweit zu Ihrer Verfügung. Unsere Kompetenz zeigt conhecimento global e local. Utilizamos uma abordagem colaborativa, baseada em Now you can count on 14,000 experienced professionals for deep global and local Wirkung durch intelligente Lösungen und vertrauensvolle Zusammenarbeit. Unsere análises rigorosas, que permite conectar o cenário global à realidade de sua empresa. expertise. For a collaborative approach grounded in rigorous analytics. And for the Weitsicht verhilft Ihnen zu mehr Klarheit. Ihnen werden sich neue Perspektiven Assim você pode ter uma visão clara do caminho a seguir para melhorar o desempenho perspective to connect the big picture to your picture. So you can see your way clear eröffnen, Perspektiven, die Ihrer täglichen Arbeit den verdienten Erfolg bringen. dos negócios. Towers Watson. Resultados concretos. to improved business performance. Towers Watson. Clear Results. Towers Watson – Kompetenz, Weitsicht, Wirkung. towerswatson.de Benefits | Risk and Financial Services | Talent and Rewards towerswatson.com Benefícios | Riscos e Serviços Financeiros | Talentos e Recompensas ©2010 Towers Watson. All rights reserved. towerswatson.com Benefits | Risk and Financial Services | Talent and Rewards ©2010 Towers Watson. All rights reserved. ©2010 Towers Watson. Todos os direitos reservados.TW3406c4_People_CFO_FP_US.indd 1 12/22/09 6:17:54 PM TW3410c8_PersonalMagazine_FP_GRMN.indd 1 12/30/09 5:36:35 PM TW3416c4_NikkeiBusiness_FP_JAPAN.indd 1 1/4/10 12:00:58 PM TW3420c5_FundosDePensao_FP_BRAZIL.indd 1 12/22/09 6:27:51 PMPrintOnline Neue Perspektiven. Neue Perspektiven. Neue Perspektiven. Neue Perspektiven. Neue Perspektiven. Mitarbeiter im Fokus. Mitarbeiter im Fokus. Erfolgreiche HR-Management-Entscheidungen Mitarbeiter im Fokus. Erfolgreiche HR-Management-Entscheidungen Mitarbeiter im Fokus. Erfolgreiche HR-Management-Entscheidungen Mitarbeiter im Fokus. Erfolgreiche HR-Management-Entscheidungen Erfolgreiche HR-Management-Entscheidungen brauchen Klarheit und Weitsicht. brauchen Klarheit und Weitsicht. brauchen Klarheit und Weitsicht. brauchen Klarheit und Weitsicht. brauchen Klarheit und Weitsicht. Benefits | Risk and Financial Services | Talent and Rewards towerswatson.de Benefits | Risk and Financial Services | Talent and Rewards towerswatson.de Benefits | Risk and Financial Services | Talent and Rewards towerswatson.de Benefits | Risk and Financial Services | Talent and Rewards towerswatson.de Benefits | Risk and Financial Services | Talent and Rewards towerswatson.de ©2011 Towers Watson. All rights reserved. ©2011 Towers Watson. All rights reserved. ©2011 Towers Watson. All rights reserved. ©2011 Towers Watson. All rights reserved. ©2011 Towers Watson. All rights reserved.Post-launch outdoor SteinBrand.com | iasb2b.com

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