Banner McBride sharpens up Wilkinson Sword

Wilkinson Sword has brought in internal communications and change management specialist Banner McBride to communicate a global image relaunch to its staff.

Wilkinson Sword has brought in internal communications and change

management specialist Banner McBride to communicate a global image

relaunch to its staff.



The shaving brand is trying to shake off its old-fashioned image with

the start this week of a television advertising campaign designed to

attract younger male consumers.



The advertising strapline ’the feel of smart design’, is designed to

counter its main competitor Gillette’s more modern image, and capture

market share.



’We are running a number of workshops and briefing meetings to explain

the change and how it affects the business and staff at a personal

level,’ said Aniko Czinege, consultant at Banner McBride.



Wilkinson Sword marketing director, Warwick Owen said that aligning

internal communications and advertising would help employees to present

an image consistent with the advertising campaign.



Gillette shifted its advertising strategy in January in a bid to

persuade men to trade up from disposable razors, with a pounds 53

million worldwide campaign.



Banner McBride specialises in advising companies wishing to undergo

corporate change with clients including British Airways, Shell

International and Lloyds TSB.



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