PUttiNG tHe wHAM iN
HUtCHiSON wHAMPOA
>>
HUtCHiSON PORt HOLDiNGS
(HPH) PORt OF FeLiXStOwe
the Port of Felixstowe was a
venerable, fading port when
Hutchison bought it out. Under
HPH management, it became
the number one container port
in Britain.
that position was not going
to be retained by assuming
the position was unassailable.
Other global operators
had their sights on the UK
business and invested heavily
in marketing, with Felixstowe
in their sights. wHAM got
to work.
wHAM undertook stakeholder
research on Felixstowe’s
identity to understand
its story. wHAM saw the
opportunity for the Port to
secure its leadership for years
to come.
this insight became the
“the Port of Britain” story.
wHAM brought this to
life across areas including
website redesign, a film, and
international roadshows.
the operational excellence
of Felixstowe was married
with its vision for the future
for the Port, Britain and the
industry. the industry reacted
enthusiastically, bringing
Felixstowe to the position of
leadership it merited. wHAM
continues to be an inside
partner pushing Felixstowe’s
leadership forward.
wAtSONS
watsons: Health. Beauty.
Quality. Value. And – dated
and tired. the brand needed to
be clarified and re-defined to
align with HwL’s ambitions for
growth and consistency across
12 markets.
Remaking a trusted brand is a
tough challenge. wHAM had
to maintain values that people
trusted and deliver on modern
aspirations. wHAM redefined
the brand, bringing it closer
to customers. New logo, new
visual assets from corporate
material to in-store navigation,
graphics, photography,
guidelines, CRM and digital
applications.
in the end, wHAM achieved
forward goals while connecting
to the past. the customers
stayed with watsons for the
rebrand. And goals for the
future: achieved! As part of
the Hutchison ‘family’, wHAM
can continue to be there when
watsons needs them.
SpHere
#34
2013
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