Selected work / Excel / Mayflex
Positioning Excel
around performance.
A 20+ year partnership turning technical performance into a stronger market position, with campaigns, packaging and sales tools to carry the proposition through.
Client
Excel / Mayflex
Sector
Technical infrastructure
Our role
Positioning · brand communications · campaigns · sales tools
A broader technical offer
than buyers recognised.
Excel was associated with lower-cost products and smaller installations. That perception did not reflect the capability available for more demanding projects, limiting how the offer was understood.
We put technical performance evidence at the centre of the positioning, then used it to shape campaigns, packaging and sales materials for specifiers and installers.
The strategy in use
The campaign,
carried through.
A stronger position.
A more valuable offer.
Across the 20+ year relationship, positioning and creative delivery worked together: advertising introduced the performance message, literature explained the evidence and packaging connected products to the wider range.
Andrew Percival, then Managing Director of Mayflex, described the results in his own words below.
In our client’s words
“£64,000,000 to £109,000,000 in 3 years, the main London Olympic Contract, The Shard, the confidence to put our price as our products and services are more highly valued, the result of our work together. Amazing.”
Managing Director, Mayflex (EXCEL)