A multibrand system for global offices

A scalable global campaign design system and toolkit for IWG’s flexible workspace brands.

Client

IWG

Description of work

Global campaign mastering and toolkits

Challenge

Deliver a global toolkit and lasting campaign structure that could help IWG connect with new audiences in the hybrid working sector.

As one of the world’s leading flexible workspace providers, IWG operates at huge global scale, with a network spanning nearly 5,000 locations in more than 120 countries.

But while its products are practical by nature, the opportunity was to move the conversation beyond desks, rooms and square footage. IWG wanted to explore a more emotive way of speaking to existing and prospective customers — one that could connect with the real reasons people seek out flexible workspace: focus, privacy, professionalism, productivity, wellbeing and the need to work differently.

As one of the world’s leading flexible workspace providers, IWG operates at huge global scale, with a network spanning nearly 5,000 locations in more than 120 countries.

Working in tandem with a strategic partner, we developed a less sales-driven creative campaign structure built around human motivations rather than product features. This included a flexible messaging system, campaign templates and a suite of global toolkits designed to support two of the key brands in IWG’s portfolio: Regus and Spaces. The system needed to be simple enough to roll out at speed, but robust enough to work across multiple audiences, products, formats and markets. Delivered in 50 languages worldwide, the toolkit gave local teams a consistent creative framework while allowing enough flexibility for market-specific messaging and execution. The result was a scalable campaign platform built to support acquisition, retention and everyday sales activity across one of the world’s largest hybrid working networks.

Over the years, IWG have entrusted us with a variety of projects across their entire brand portfolio. We used new technologies to approach a number of challenges; how to visual their vast global offering in different markets, the development of c-suite sales materials and brand ideas, and the creation and delivery of a quick-turnaround summer campaign which focussed on their ‘short stay’ products: Day Offices, and Meeting Rooms. In addition, we developed sub brands and sales materials for the IWG masterbrand.

Conclusion

The work created a long-term campaign framework for global and local teams, reducing the need for one-off creative development while improving consistency across brands, markets and customer touchpoints.

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