Brand Story

Redefining value for clients and teams

A Different Kind of Brand Campaign

Global consulting firm, Mercer (Australia and Pacific) has a diverse offering that covers superannuation, financial advice, investment and human resources.

An internal survey revealed knowledge gaps in how Mercer’s teams communicated its offering to external audiences, with messaging as vast and varied as its offering. 

Our job was to clearly redefine Mercer’s brand story, and capture the firm’s genuine purpose, passion and point of difference via a brand campaign to be launched within Mercer’s own team and onto the marketplace.

Brand Discovery

To get a deep understanding of the business and customer journeys in their entirety, we immersed ourselves with Mercer’s teams and stakeholders in workshops. This process allowed us to pinpoint precisely what Mercer does, how it does it and why.

The revelation was that the people at Mercer have a different perspective, ones that lead to incredibly insightful opportunities for clients to excel.

It also uncovered the key human element that sets Mercer apart – people united by an authentic desire to make a positive difference in the lives of others.

This key insight revealed that to embark on a new direction, rebranding the organisation would open it to new opportunities for engagement.

“Thank you Kinc – a magnificent achievement.
We love the brand work you’ve done for us.”

— Natalie Truong, CMO Asia & Head of B2B Marketing, Pacific at Mercer

Brand Strategy

By redefining Mercer’s brand story, everyone within the organisation could realign to its purpose and clearly, consistently articulate the value it offers.

The objective was to make every team member a brand ambassador so they could champion
Mercer to prospects and clients.

We established three foundational pillars to communicate Mercer’s brand story – people, insight and outcome. This reflected the true, human nature of the business as problem solvers who use data storytelling to create game-changing differences clients are looking for.         

Brand Creation

‘A Different Kind’ expressed Mercer’s value as a single-minded proposition: Mercer’s people deliver a different kind of perspective and a different kind of outcome.

Creatively, the campaign highlighted the brand’s difference by featuring high profile client’s face from a different perspective as an optical illusion. This communicated how Mercer looks at things from different perspectives to create value for clients.

The brand story was delivered to the organisation’s teams via an AR app that featured a video message from Mercer’s CEO, thanking them for their contributions. In support, three blue-chip clients also shared testimonials of how Mercer’s people deliver value to their business.

The brand campaign created a sense of pride, ownership and stronger connections company wide. It was so well-received that Mercer’s UK office adopted it for its own campaign. 

 

VIEW PROJECT

Brand Discovery

To get a deep understanding of the business and customer journeys in their entirety, we immersed ourselves with Mercer’s teams and stakeholders in workshops. This process allowed us to pinpoint precisely what Mercer does, how it does it and why.

The revelation was that the people at Mercer have a different perspective, ones that lead to incredibly insightful opportunities for clients to excel.

It also uncovered the key human element that sets Mercer apart – people united by an authentic desire to make a positive difference in the lives of others.

This key insight revealed that to embark on a new direction, rebranding the organisation would open it to new opportunities for engagement.

Brand Strategy

By redefining Mercer’s brand story, everyone within the organisation could realign to its purpose and clearly, consistently articulate the value it offers.

The objective was to make every team member a brand ambassador so they could champion
Mercer to prospects and clients.

We established three foundational pillars to communicate Mercer’s brand story – people, insight and outcome. This reflected the true, human nature of the business as problem solvers who use data storytelling to create game-changing differences clients are looking for.         

Brand Creation

‘A Different Kind’ expressed Mercer’s value as a single-minded proposition: Mercer’s people deliver a different kind of perspective and a different kind of outcome.

Creatively, the campaign highlighted the brand’s difference by featuring high profile client’s face from a different perspective as an optical illusion. This communicated how Mercer looks at things from different perspectives to create value for clients.

The brand story was delivered to the organisation’s teams via an AR app that featured a video message from Mercer’s CEO, thanking them for their contributions. In support, three blue-chip clients also shared testimonials of how Mercer’s people deliver value to their business.

The brand campaign created a sense of pride, ownership and stronger connections company wide. It was so well-received that Mercer’s UK office adopted it for its own campaign. 

 

VIEW PROJECT

“Thank you Kinc – a magnificent achievement.
We love the brand work you’ve done for us.”

— Natalie Truong, CMO Asia & Head of B2B Marketing, Pacific at Mercer