| Jones Lang LaSalle
2007 ReBrand 100 Winners > merit
Industry: Commercial Real Estate - Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - In 2006 Spaulding & Slye, a privately held real estate services firm headquartered in Boston, merged with Jones Lang LaSalle, the world’s leading real estate services and money management firm. The combined firm was to be called Jones Lang LaSalle.
Challenge - Spaulding & Slye had been a market leader in Boston for over 40 years and was an established brand in the region while Jones Lang LaSalle lacked any presence in the same market. The campaign was to introduce the new organization and name to this marketplace while building upon the existing high brand value of Spaulding & Slye.
Strategy - To develop a comprehensive marketing program utilizing varied media platforms and venues to ensure that every corporate real estate decision maker, investor, and key constituents in the greater Boston business community understands that Jones Lang LaSalle is the former Spaulding & Slye.
Result - The campaign focused on famous people whose strengths and values aligned with the brands and who continued success after a name change. This rebranding campaign resulted in record revenue in 2006 for the Boston office and a successful introduction of Jones Lang LaSalle into the Boston marketplace. Feedback has been extremely positive both internally and externally.
Credits:
Client: Jones Lang LaSalle - www.joneslanglasalle.com
Brand Strategists/Designers: Jones Lang LaSalle In-House Marketing Team - www.joneslanglasalle.com
Creative Director: Tina Snyder, Kenny Rennard
Executive Director: Linda Swain
Campaign Director: Steve Steinberg
Art Director/Senior Designer: Tina Snyder
Graphic Designer: Bethany Schlegel, Julie Powers
Interactive Director: Kasia Bytnerowicz
Web Implementation: April Gardner
Marketing Manager: Emily Kaplan
Marketing Associate: Karla Franco
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