TNS (Taylor Nelson Sofres) is one of the world's largest market information companies with operations in over 70 countries and a large UK operation based in West London.
Ideally...
High-level corporate work carried out by TNS UK needs to tie in with the global operation. This calls for effective collaboration between the in-house marketing team and the communications specialists involved. TNS had asked Ideal to work across a range of projects, large and small, over the long-term - primarily to establish a clear and consistent tone of voice which would reflect the industry leadership and authority TNS needed to portray in a very competitive marketplace.
Getting on with the job...
Faced with the development of a 200+ page global website, from scratch, the TNS marketing communications team might have been forgiven for assuming it needed an army of writers - we proved otherwise. One of the benefits of working with TNS over a range of projects was that Ideal was able to see the wood for the trees. One web team, one design team, one writer. As long as the writer was methodical, organised and prepared to put in some solid time over a couple of months.
Besides the global website, Ideal has rewritten the TNS UK website, established a quarterly update magazine for the Media Intelligence division and helped the company keep its brand language close to brand values in a range of e-zines and promotional materials for different parts of the organisation.
A job well done...
The drafting of the TNS global website (www.tns-global.com) was carried out to a tight schedule. The finalised website was launched soon after, with positive feedback. Two years on, it's still running strongly.
In the meantime, Ideal continues work on publishing the Leading Thoughts e-zine, which goes out to 6,000 regular and prospective TNS clients around the world.
Kirsteen Kamming, TNS International Marketing Manager responsible for Leading Thoughts, said:
"This was a completely untried concept for TNS. I needed somebody with the credibility and experience to stand up to our information experts and get their views across to prospective clients as leaders of their field. Mark came on strong internal recommendation as a versatile writer who had journalistic skills as well as the ability to write for the web in a punchy style. Last but not least, having worked across a range of different projects, he clearly had an understanding and interest in our work - which I find always helps. Mark helped me think my way through the process and we've produced several successful e-zines together."
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