MINNEAPOLIS: Engineering company Golder Associates has brought on PadillaCRT for a three-year project to redefine and reposition its brand.
The assignment, which began last month, requires PadillaCRT to help Golder facilitate a global brand survey and an analysis of its results to stakeholders both internally and externally, according to Golder global marketing leader Lea Chambers.
"In 2015 and 2016, PadillaCRT will help us determine what our brand promise, resulting key messages, and image platform should be and work with us to help us socialize that change," she said. "They are helping us with a project that will result in the evolution of our brand."
About a dozen agency executives from PadillaCRT are working on the account.
"Golder has the foresight to look at its brand and evolve it by defining its purpose within the industry as well as how they differentiate themselves," PadillaCRT VP Scott Davila said about the assignment. "[PadillaCRT] is employee-owned, and so is [Golder], so this is a good cultural fit."
The agency was selected following an RFP that Golder distributed to seven firms around the world in the third quarter of last year. The shortlist included PadillaCRT and another shop. The company conducted interviews with both in the final round in January.
Chambers and Davila said they could not disclose the identity of the other finalist firm or the account’s budget.
PadillaCRT’s global reach and capabilities added as a result of its merger with CRT/tanaka tilted the scales in the firm’s favor during the selection process, said Chambers.
Golder and PadillaCRT have collaborated in the past. The agency worked on another brand survey that Golder executed in 2009, one year before the company’s 50th anniversary. Golder used the data for a strategic planning process at the time.
"This is a much more extended scope than the way we worked with them the last time," said Chambers, adding that Golder does not work with other PR firms. There is no outgoing agency on the account.
Golder has more than180 offices worldwide, with over 8,000 employees. It offers consulting, design, and construction services in the specialist areas of earth, environment, and energy, according to the company’s website.