Omdia: A New Brand for InformaTech Research and Intelligence

CHALLENGE

In 2019 we were commissioned by InformaTech, a division of Informa plc, to undertake a strategic review of their technology sector market research and intelligence divisions. InformaTech itself was newly-formed, the first business unit solely focussed on one sector, and the business wanted to ensure it had one strong and differentiated research brand proposition to the sector. The research business had many stand-alone brands and had also recently merged with IHS Markit. So our brief was to work with them to ascertain what the right brand was to take the business forward into its next phase of growth.

APPROACH

Our approach executed across eight phases, starting with a global discovery initiative that saw us engage with 30 customers including some of the world’s biggest tech names and 100 colleagues (in New York, Austin, Singapore, Shanghai and London). ​

We developed the new brand strategy, architecture and positioning, prior to creating a wholly new brand name – Omdia – that represented the ambitions of the business and the leadership team (including all related legal, cultural and compliance checks). The ‘Joining the Dots’ tagline we developed was designed to be important catalyst in broadening the agenda for client and new business discussions.

We then crafted the visual and verbal identity of the new name and related brand and executional guidelines, hero brand film and marketing collateral.​

The final stage saw us introduce the new brand to the market through an internal and external communications campaign, working to activate the brand ambassadors we had made throughout the earlier phases, and capitalising on these ambassadors for external media activation.​

IMPACT

In the first three weeks post external launch, in spite of the cancellation of Mobile World Congress 2020, a significant moment for the Omdia brand, we secured over 100 pieces of tier one media coverage featuring the Omdia brand, including 20% business and broadcast coverage, and took strong anecdotal feedback on the impact of the brand launch internally.

In the H12020 customer feedback survey customers rated awareness of Omdia higher than Gartner. Seven out of ten customers were already familiar with the Omdia brand and 75% rated Omdia as important or very important in making strategic decisions.

In 2020 our work won Best Corporate Re-Brand following a Merger or Acquisition at the TRANSFORM Awards.

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