BSI appoints agency for business makeover campaign

city-of-london2BSI, the business improvement and standards company best known for its Kitemark, has appointed a global creative and media agency to develop a new digital brand campaign to redefine and reevaluate the awareness of the BSI brand.

The Ninety-Niners was selected following a competitive process to develop a new global creative platform and advertising campaign to raise awareness of BSI’s strategic services and purpose to accelerate progress towards a fair society and a sustainable world.

Tuffon Hall Consultancy supported BSI with the process. There is no incumbent agency.

The campaign will launch in the UK initially in 2024, followed by other key international markets, such as the US, in 2025.

The objective is to develop and deploy a cut-through campaign to change perceptions of BSI, from being seen as a technically specialist organisation, known for quality assurance and the BSI Kitemark, to becoming a strategic business partner providing organizations with the confidence to grow as they help them to tackle society’s critical issues.

The partnership comes as BSI launches its new future-facing brand positioning in the UK, with a global roll-out to follow. The new brand focuses on how BSI partners with clients and stakeholders to build trust and accelerate progress for the long-term benefit of all. It highlights how, by shaping thinking on important issues and creating the environment and solutions to address them, BSI can be an agent for positive change towards a sustainable world.

The new visual identity includes a nod to BSI’s over a century of history, with an ‘opportunity lens’ drawing on the shape of the BSI Kitemark.

The Ninety-Niners, whose clients include Lloyds Banking Group and Diageo, is an independent agency with a full service, collective-based model. It has selected December19 as its media planning and buying partner for the task.

BSI chief marketing officer David Brannigan said: “We are delighted to be partnering with The Ninety-Niners to showcase our future ready brand globally and make a positive impact together on the world. Our unique purpose provides us with the opportunity to take on society’s greatest challenges and make a measurable impact. The expertise and skill The Ninety-Niners can bring to the table will help us achieve this.”

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