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
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.