Advantage
In early 2009, the leadership of Advantage’s parent company, Radia Holdings, knew it was time for a change. There was mounting evidence that a merge of their 15+ staffing and recruiting companies would not only make their business more efficient, but also better serve their customers’ needs. From a pool of over 300 disconnected offices, they wanted to manifest an all-encompassing brand that would present to the market a unified and unifying company presence.
Program Synopsis
Riley Weiss partnered with Radia Holdings to build a comprehensive brand platform for Advantage from the ground up. Grounding our insights in upfront industry and focus group research, we developed a full brand strategy—including defining attributes, key differentiators, positioning, value propositions, and creative execution—that focused on serving customer needs.
To communicate Advantage’s core values, we created corporate messaging that is consistent, concise and free of jargon.
To facilitate communications with their customers, we created a complete new digital catalog of business communications, identity and collateral materials
To provide a platform for growth, we also produced a catalog of templates for various communications vehicles that Advantage’s own marketing organization can use.
Finally, during the brand transition phase, Riley Weiss highlighted Advantage’s distinct differentiation through the development and execution of compelling creative. As a part of the overall brand strategy, the supporting creative tells the Advantage story through global internal and external launch campaigns, identity development, business system collateral and marketing materials, and environmental advertising.
The result is a brand with a local focus, yet an undeniably global reach. We call it Hire Thinking.
For a custom portfolio or work inquiries, please contact Douglas Heikkinen at 503 227 4607 or douglas@rileyweiss.com.