Daemon Group’s understanding of our business,
strategic approach and delivery capabilities are
second to none. Without them we would never
have been able to achieve our goal.
Chris Hermanson
CEO, Hudson
Pan European re-brand 14 countries,
18 languages, 2 months!
Daemon Group creates over 90% awareness of re-brand with Hudson clients.
Challenge
• To develop a pan-European rebrand strategy for
TMP Worldwide’s recruitment business within
eight weeks due to a demerger.
• To liaise and work in conjunction with each
country CEO to produce country specific
conversion plans, and agree the proposed
strategies with the European board.
• To create a look and feel for the European
business, including identity and brand guidelines.
• To design and develop the tactical communications
required to manage the conversion.
• To manage the full logistics of the program.
• To measure the success of the re-brand.
Daemon Group – Case Study
Strategy
The starting point was a strategic discovery process
to map the current positioning of each business,
supported with external and internal research. The
analysis of the information was used to define the
brand proposition and core messages. In order to
achieve and deliver the required communication
results Daemon Group devised a ‘Core:Plus’
strategy. The ‘Core’ provided a fixed range of
online and offline communication tools for each
country complete with an individual strategy and
communications program. The ‘Plus’ elements
were developed above and beyond the ‘Core’ on a
country by country basis, including media planning,
advertising, events and promotional items.
Results
• Re-brand delivered in all 14 countries, 18
languages on time (8 weeks) and to budget.
• Over 90% awareness of re-brand with existing
clients. The implementation of a 12 month
communications program for each of the
14 countries.
• The creation of new corporate identity and
brand guidelines.
• The design and implementation of the Hudson
global advertising style and guidelines.

Daemon Group – Case Study