ICIS

Communicating the power of change

Market intelligence provider ICIS was excited about the global launch of its refreshed customer platform. Previously, users would have to access a pdf to get the ‘latest’ market reports – a format that dated as soon as it was downloaded. We knew the new platform’s dynamic data and advanced analytics provided great customer benefits – but were also conscious of peoples’ general aversion to change. With this in mind, we developed an integrated, localised global campaign that centred on the user, creating everything from sales enablement tools to advertising, landing pages and even Microsoft Teams backgrounds. Combining a bright and emotive visual language with benefit-driven copy, our campaign put people at its very heart. The three campaign phases gradually expressed that the new platform didn’t just deliver change for change’s sake – it drove customer benefit, embodied in the strapline: “Actionable Insight. Quality Decisions.”

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