JWT wins pounds 6m task to relaunch merged engineering giants

J. Walter Thompson has beaten Euro RSCG Wnek Gosper, WCRS and the incumbent, Team Saatchi, to win a pounds 6 million brief to rebrand the engineering conglomerate, BTR Siebe.

J. Walter Thompson has beaten Euro RSCG Wnek Gosper, WCRS and the

incumbent, Team Saatchi, to win a pounds 6 million brief to rebrand the

engineering conglomerate, BTR Siebe.



The company, formed out of two of the best-known names in British

engineering and now the largest engineering group in the country,

announced this week that it plans to change its name to Invensyf.



The rebranding is intended to focus on the company’s innovation,

invention and systems business and will be aimed at opinion-formers

around the world.



JWT, which won the task in tandem with its media planning and buying

affiliate, MindShare, will create a global campaign to introduce the

Invensyf brand. It will initially focus on the business press but may

then broaden its positioning with advertising targeting the general

public.



In February, Windsor-based Siebe merged with the Birmingham Tyre and

Rubber Company to form BTR Siebe. At the time, the pounds 9.5 billion

conglomerate announced its intention to rebrand itself with a new name

and identity, devised by Interbrand Newell & Sorrell.



JWT is thought to be finalising its campaign at the moment.



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