GroupM. Your Advantage
GroupM is WPP’s media powerhouse. With offices across 111 countries it is the world’s leading data, technology and media services group. Because trading is such a significant part of the media business, GroupM needed to do a better job educating its employees and the market on the extent of its data and technology offering and how important that component of the business is to growth.
We were invited to work with GroupM on refreshing the brand and helping to demonstrate the client, employee and shareholder benefits beyond consolidated media buying.
We collaborated on the new brand purpose “GroupM. Your Advantage” and built the creative idea around “the power of m”. We created a new logo, introduced a refreshed colour palette and distinctive photography style, and we used the “m” device to power messages, headlines and imagery. Alluding to mathematic language the “m” as an exponent suggests GroupM’s ability to power any idea and drive value for its clients against the backdrop of data and technology.
We also delivered brand guidelines and key practical applications, and we created a brand induction film to introduce the new corporate strategy and identity.