IIP is in closed talks with agencies for a newly created brief – the first time it has brought in PR help for five years.
Tender documents point to concerns that some perceive it as ‘out of date and tired’ as well as ‘process-driven and administrative’.
The brief is worth up to £100,000, with b2b experience important and work likely to have a strong regional focus.
A spokesman for IIP, which is supported by the Department for Business, Innovation and Skills, said: ‘We’re looking at repositioning and relaunching the brand, as well as reinvigorating the message that people are crucial to the success of any organisation.
‘IIP is known for its accreditation role but we offer more than that now, and this repositioning is to show that we really can deliver insight and change.’
A key part of this involved shifting away from ‘outbound’ comms and marketing such as telemarketing to something more interactive, he said, adding: ‘We want to flip things around so that we are creating assets and content that will be more enduring and sustainable over the longer term.’
The documents also revealed that alongside ‘defining the proposition’ of the brand, a key focus would be building IIP’s presence online.
The tender application process has now closed, with an agency hoped to be appointed within the month.
IIP was launched in 1991, and claims to be used by more than a third of the workforce in the UK. It sells itself as working with companies to help them achieve their business objectives through their staff, providing advice, networking with other employers and benchmarking.
It is administered by the UK Commission for Employment and Skills.