Sensitive communication of merger benefits

The Niblett Whellams Partnership helped the newly formed company to publicise the merger and establish a set of core messages to reassure existing customers and attract new ones. The challenge was to sensitively communicate the benefits of the merger in a market where ‘big’ does not mean ‘best’.

Close liaison was necessary between the senior management teams of the two UK merged companies, and their respective former head offices in Germany and Sweden.

TNWP helped to ensure the messaging was consistent with the newly emerging corporate branding and values. Culturally, the two merged units were very different so the campaign needed to incorporate a ‘best of both’ theme. The UK subsidiary regularly achieved above-target growth in the 24 months following the merger.