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.
