Our brief was to create a marketing communications programme that would position Gissings ahead of its competitors. We undertook a full perception study into the employee benefits market and produced an integrated communication strategy and implementation proposal.

In addition we gave Gissing's web presence an overhaul and designed and developed a bespoke website which acted as a hub for all marketing activity, generated sales leads and helped to build loyalty through regular email updates. Users would register online for seminars or to receive regular Bulletins by email or by post. Data-capture was segmented, allowing Gissings to build a profile of users so as to market to them more effectively.

Gissings' existing literature did not position the company favourably. It looked down-market, unprofessional and unsophisticated.