AECOM is an environments business full of world-class designers and engineers. It needed to dramatically raise its profile in Europe and to do that, it needed a brand idea that would galvanise its people.
AECOM is an environments business full of world-class designers and engineers. It does a lot of great work, from planning the Olympic Park in London to rebuilding the World Trade Centre. AECOM has grown by acquiring many of the world’s best consultancies, but the AECOM name is not well known in Europe. In 2012, it came to Wolff Olins looking to raise its profile in the market and make its people proud to be part of the new group.
Wolff Olins engaged a cross-section of AECOM’s people to co-create a brand story, showing why the world needs AECOM, how AECOM works, and how it helps clients ‘see further and go further’. We trained a team of 75 ‘transformers’ to spread the word through the business, helping everyone to tell the story in their own words, and to see how their own projects contributed to it. And we created a new communication style, with an advertising campaign that dramatised AECOM’s engineering ingenuity.
Surprisingly quickly, the programme changed attitudes from scepticism into positivity into pride. By mixing people up from different business lines, it also started to break down internal silos. A staff survey at the end of 2012 recorded a 12% increase in positive scores for ‘communication’, and a 9% increase for ‘leadership’. The programme is now being extended across the Europe, Middle East and Africa region.