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WAA goes to Yale following six way pitch

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By The Drum Team, Editorial

September 15, 2008 | 1 min read

Yale, the materials handling equipment brand, has appointed WAA as its lead agency following an extensive competitive pitch process. The deal is initially worth six-figures.

WAA secured the brief after developing what it describes as a commercially-minded approach to marketing the brand across multiple channels and geographic territories.

Steve Ridway, strategic marketing manager at Yale Europe, said: “WAA's thorough research and intellectual approach uncovered some real insights about how to market our products in a crowded marketplace which until now had not been identified.”

In addition to developing a revised customer-centric brand positioning and marketing strategy for Yale, WAA will also be delivering a fully-integrated launch campaign across Europe, Middle East and Africa, in a bid to maintain consistency and brand impact across all markets.

Yale has taken a mature, commercially astute approach to its marketing," says Jacqui Lennon, managing director at WAA. "The launch of this next generation of electric powered trucks, and other future developments, will be much more powerful as a result of the newly defined brand positioning."

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