For nearly 50 years, Siegel+Gale has been in the business of building the world’s most iconic brands—often, in times of change. With an uncertain political climate, technology accelerating the need for business change and an ever-increasing demand for simpler brand experiences, companies across the board were reevaluating their approach in 2016. We want to share some of the many ways we enable our clients and partner agencies to touch customers every day during the moments that matter.
Architecting success in M+A
Mergers, acquisitions and spin-offs were a common strategy to create value for shareholders in 2016.
We’re experts at building brands that successfully emerge with a clear direction from these transactions. Recently, we’ve seen that these transactions are happening in highly accelerated time frames of five months or less. When clients are facing a Legal Day One, with separate employee populations to reconcile and rally, new leadership who need to craft a motivating and unifying platform, and a new identity to implement—there is no room for missteps. To be successful in the long term, these clients need to have a strong, strategic way forward from the start.
We saw this with Radial, the eBay Enterprise and Innotrac spin-merge, which we helped launch in April as the global leader in commerce technology and operations. In just weeks, we helped unify two cultures, created a breakthrough identity and articulated new value for employees and clients alike.
Creating relevance for global leaders
It was a pivotal year for globalization, and we’ve been there for the brands that want to enhance their global relevance.
With a growing presence in China and Japan, Siegel+Gale helped one of the world’s most recognizable sports franchises expand in Asia, and created new market opportunities for two of the world’s largest consumer goods brands.
Meanwhile, our team in the Middle East is helping a major healthcare system reimagine the patient experience, and we’re working with a regional government to build a national agriculture brand from scratch.
Building business through brand champions
Employees have never demanded more of their workplace than they do today. They want to feel part of something greater, and to know the exact impact they’re making.
Companies that win the talent game unify their workforce around a shared purpose, manifest in every customer interaction.
This year we partnered with organizations such as CVS Health, The Bahrain Petroleum Company (Bapco) and SAP to inspire true brand champions, foster innovation and enhance brand experience—all with the end goal of driving business.
Navigating change in healthcare
In the throes of rapid consolidation and consumerization, the healthcare sector continues to navigate a time of immense change.
Our work with Ascension Health, the world’s largest not-for-profit healthcare system, illustrates the opportunity for many healthcare brands to unify and scale by emphasizing the strength of a national footprint. At the same time, our ongoing partnership with Novartis Pharmaceuticals—the world’s largest pharmaceutical company—is helping create a more cohesive digital footprint across all international divisions. And our continued collaboration with Baylor Scott & White Health has provided insights to deliver on its promise of innovative patient care.
2016 also marked a milestone in collaboration within the Omnicom network. Siegel+Gale played an anchor role in creating ShiftHealth, a multiagency conference that convened more than 50 healthcare executives across the United States to address the challenges and opportunities for healthcare brands today.
Delivering on simplicity
Siegel+Gale has long known that simple is smart. Brands that deliver clear, human and useful experiences—win.
As one example, our work with Wyndham Worldwide provided an opportunity to unlock the power of simplicity to define distinct value propositions across its portfolio of hotel brands. Our rigorous insights and analytics informed visionary and distinctive experiences for both franchisees and customers of this global hospitality brand.
These are just a few highlights from an exciting year. We’re proud of the work we do and the company we keep.
We believe so much in the power of branding, and what it can do to build business, we can’t help talking about it. In 2016, our experts appeared in over 100 publications, including the Wall Street Journal, Forbes, Los Angeles Times, Bloomberg, CNN, The Guardian, Fast Company and National Gulf News, to name a few. We’ve also convened more than 30 roundtables in major cities across the globe on the future of branding.
Looking forward to the year ahead, we want to thank all our clients and friends for your partnership and trust. And, of course, we always encourage you to reach out with your latest business challenges.