SGS supports its customers as they build value through all their internal and external interactions and drive excellence throughout their operations.
The SGS ‘Further Excellence’ campaign was created to communicate this to SGS customers, prospects and the industry as a whole. Further Excellence for one customer in one industry, may refer to something different to Further Excellence for another customer in another industry, but the underlying principle is the same: Driving success to a greater level than has never been reached before.
This positioning moved SGS towards a more strategic approach to the market, focusing on driving performance through delivering solutions. Alongside developing the campaign materials, we worked with technical experts to develop a series of industry-leading white papers which also reflect the look and feel of the campaign: these can be downloaded from the SGS website.
During its rollout, the campaign achieved the objectives of driving awareness of the benefits of the SGS portfolio at the same time as retaining existing customers.
The Further Excellence campaign has been localised for SGS affiliates around the world. To do this we developed core materials in English, including brochures, presentations, exhibition stands and an overall full business portfolio folder pack. To enable the roll out we developed a campaign execution guide, featuring a step-by-step explanation of all the key aspects of the positioning and concept development as well as brand, content and campaign requirements.
The portfolio of materials covered key business-to-business topics as diverse as Food, Automotive, Biofuels, Forest and Wood Supply Chain, Integrated Sustainability Communications, Medical Devices, Personal Care, Pharmaceutical, Social Responsibility, Supply Chain Resilience and the SGS Academy. Each topic involved a collaboration between industry experts, creatives and copywriters to get the heart of the content needed to communicate the benefits SGS delivers to the market effectively. The campaign will be rolled out across further markets in 2014.