Enterprise IG launches new internal brand engagement business

14 January, 2003


Enterprise IG, the leading global brand design agency, announces today the creation of a new specialist practice area to advise organisations on internal brand engagement. Three WPP companies, Enterprise IG, MCA Communicates and Added Value Internal Communication are joining together. Enterprise IG Business and Brand Engagement or ‘BABE’, as it is being affectionately called by its founding ‘parents’ brings together the brand experience and business change expertise to create the world’s leading ‘behind the line’ partner.

Peter Bell, CEO of the new Enterprise IG Business and Brand Engagement practice, says, “The recent Marketing Society event on the agency/client relationship highlighted the ever increasing need for the marketing profession to consider what Clare Salmon called ‘the lowest cost route to market’, the people within an organisation.

Andrew Gillespie, Head of Branding at Barclays also spoke about ‘the behavioural challenge marketing must address inside organisations’. Our coming together to create Enterprise IG Business and Brand Engagement puts the experience, the tools, the insight and delivery skills as well as the partnership approach demanded by clients under one roof.”

Kevin Thomson, author of a number of ground breaking books about internal marketing and branding like ‘Emotional Capital’ and the recently published ‘The Company Culture Cook Book’, is President of Enterprise IG Business and Brand Engagement. He says, “We are entering into a ‘behind the line’ partnership to demonstrate to both the marketing profession and the HR community, who have embraced ‘employment branding’, that the internal market is a fundamental part of the marketing mix. It’s not just above and below the line, or even ‘through the line’ that creates the real differentiator in the market. It’s behind the line where everything starts and too often stops. We see a new order inside leading organisations where increasingly the responsibility and budgets for the internal customer are driven by marketing, in partnership with corporate communication, HR or change management.”

Bell adds, “Most CEOs already understand the vital role of internal engagement and many in marketing communities are now making the connection between behind the line spend and brand health. Watson Wyatt research confirms that companies with highly committed employees have a 112% three year return to shareholders vs. a 76% return for companies with low employee commitment. We want to partner our clients to inspire their people through insightful, relevant engagement.”

Enterprise IG BABE will be hosting a series of ‘Breakfast Briefings’ featuring client stories as well as ‘Directors Round Tables’ to discuss the changing nature of organizations and the role of marketing in the business and brand arena.

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