BearingPointPR SUPPORT THROUGH ACQUISITION AND BRAND TRANSISSION
ProServ started working with management and technology consultancy, BearingPoint in 2017 following the acquisition of long-standing client, LCP Consulting – a leading specialist in customer-driven supply chain management who advised the UK’s largest retailer and six of the top 10 UK retailers.
As a BearingPoint company, LCP initially operated under its own brand, so expert media responses to breaking news such as the Tesco/Booker merger in 2017, where LCP’s expert, Alan Braithwaite was quoted in a number of national newspapers including The Daily Mail, appeared under the LCP brand. By late 2018, LCP was rebranded to BearingPoint prior to Stuart Higgins discussing Black Friday sales and deliveries in the Daily Telegraph.
Sophie Westmoreland, UK Marketing Manager, BearingPoint, said:
“Your proactive approach to identifying opportunities and positioning BearingPoint experts has delivered highly targeted results – which has supported our brand building activities in the UK. Campaigns around major reports, such as the Digital Leader Study, have also been successful in growing our reputation within the industry sectors that we target.”
Building brand recognition
- Working for LCP Consulting, we helped develop, write, design, and launch the first LCP Omnichannel report. Launched at the Retail Week Supply Chain Summit, this report achieved widespread retail media coverage including the most read titles in the sector, Retail Week and Retail Systems. The following year, we once again launched this report. With media coverage up by 30%, LCP were invited to speak at Retail Week Live, the single largest gathering of retail leadership in the UK. This opportunity led to a meeting with a major supermarket chain, which led directly to a consulting assignment.
- Prior to the BearingPoint acquisition, the Omni-channel report was launched before Black Friday to maximise impact. Coverage levels more than doubled with three live BBC interviews with partner, Stuart Higgins. Journalist requests were also up 80% on the previous year.
- Following the acquisition in 2017, we have continued to work with BearingPoint, launching Integrating the retail supply chain, a report which featured in over 20 publications in early 2018, including the Daily Telegraph, BBC News Online, Drapers and Retail Week.
- We have also supported BearingPoint in achieving media exposure in the UK for its annual Digital Leaders Study – which analyses companies for 239 best practice criteria in four digital dimensions – digital marketing, digital product experience, e-commerce, and e-CRM. To date, this study has been featured heavily across many industry sector media titles – supporting BearingPoint sales and marketing activities.