PROVIDENCE, RI: Widmeyer Communications was one of the companies chosen for the first-ever ReBrand 100, an awards program created by a consortium of design firms to honor the best among brand relaunches.
In order to be considered for the award, a company had to launch a brand repositioning or redesign between 2002 and 2004. Ten branding-industry judges selected the winners, but did not disclose the number of entries.
Widmeyer Communications was named for its transition from being The Widmeyer Baker Group following a management change. The approximately 60-person firm held a "branding summit" and solicited input from employees and select clients, and eventually unveiled a new logo with the tagline, "Independent Thinking."
Rbb PR also won a ReBrand 100 selection for its work as AOR for the M&M's rebrand, which involved removing color from the iconic candy for eight weeks, then relaunching with a new color mix and packaging. The relaunch garnered 696 million media impressions.
Christine Barney, CEO and managing partner of rbb, said PR initiatives included an online scrapbook where consumers could post pictures of themselves with the candy; a midnight switch from color to black and white on Dick Clark's New Year's Eve special, followed by a satellite media tour; and a and a CNN segment, broadcast in black and white, covering M&M's decision to change the colors.
Other PR agencies cited were Weber Shandwick for American Airlines internal brand communications, and Widmeyer for Ford Motor Company's Partnership for Advanced Studies educational program.