Product category:
Design services
News Release from: FHD
Edited by the Marketingservicestalk Editorial
Team on 06 April 2007
Office of Government Commerce appoints
FHD
The Office of Government Commerce (OGC) has appointed FHD, formally Fishburn Hedges Design, to develop and implement a brand strategy as part of a new direction for the department.
The Office of Government Commerce (OGC) is an office of HM Treasury, responsible for improving value for money by driving up standards and capability in procurement, from commodities buying to the delivery of major capital projects, maximising the effective use of 60 per cent of Government spending and a GBP30 billion property estate A new Government strategy launched in January 2007, Transforming Government Procurement, highlighted the central importance of procurement in delivering high-quality public services and best value for money, and tasked OGC with delivering this transformation
A new brand strategy is seen as a significant part of establishing and reflecting this expanded remit.
As part of the development of a new identity for the OGC, FHD will undertake detailed analysis of current perceptions of the OGC brand, plus its Gateway, ITIL and Prince2 sub-brands.
When re-developing the OGC's brand strategy FHD will also be reviewing the OGCbuying.solutions brand, which is an executive agency of the OGC.
The Transforming Government Procurement report highlighted the need for OGCbuying.solutions to be more closely aligned with OGC.
This realignment and changed relationship with OGC needs to be reflected in OGCbuying.solutions' own brand strategy.
Working with internal communication experts from within the wider Fishburn Hedges Group, FHD will conduct management interviews and employee focus groups in Norwich and Liverpool together with customer and supplier research.
FHD will also draw on the expertise of Fishburn Hedges' public affairs team when looking at the relationship between OGCbuying.solutions, the OGC and the Treasury.
Adrian Day, Managing Director of FHD, said: "We are seeing growing demand from clients for consultancy support that spans branding, strategic and stakeholder communications, and this brief from OGC and OGCbuying.solutions is a perfect example of the need for a more integrated, informed approach to branding.
"We have worked on a number of successful corporate branding projects in the past few months and this project is an exciting new win for the business; it supports our objective of developing a strong corporate branding business, alongside our existing expertise in corporate reporting".
Catherine Hastings, Director of Communications, Office of Government Commerce, commented: "We were impressed with the integrated approach FHD had to offer, which combined expertise in branding with expertise in internal communications and public affairs, and experience in the workings of government.".
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