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Jensen Hughes

Global consultancy

Jensen Hughes is a leader in safety, security and risk-based engineering and consulting. They are an American corporate with operations all over the globe and they are growing rapidly through strategic acquisitions in major international markets. The European business is focused on market leading fire engineering consultancy with an extensive range of fire and forensic investigation services. The acquisition of leading specialists JGA and IFIC Forensics established a strong base in the UK, Ireland and across key European markets. In March 2021 these companies rebranded as Jensen Hughes.

https://www.jensenhughes.com/europe

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fire & Safety

Brief

Luna were selected from a pitch review to work with Jensen Hughes for this Mergers & Acquisition project. The primary goal was to seamlessly integrate their UK+Ireland acquisitions into the corporate brand. They were acutely aware that the process if handled badly could impact the local businesses negatively. The brief was not only to ensure that clients viewed the change as well managed, but that the rebranding kept the internal team fully informed and committed.

What did we do?

We worked with key personnel from the Corporate marketing & integration teams (in the USA), as well as the Local team in London. Ensuring that the optimum balance was achieved between these two areas of the business was critical.

Luna undertook a mix of key client & senior management interviews, an online staff survey, plus competitor brand review & marketplace assessment. This detailed research & reporting gave us a benchmark of perceptions, attitudes & key issues to address.

We used the knowledge & understanding from the research to create a comprehensive Brand RoadMap that defined how to achieve the seamless integration of the two companies. It addressed both the internal branding (winning hearts & minds), along with the external branding (ensuring that client relationships were unaffected) and the brand reputation was enhanced.

Following the adoption of the RoadMap, we were asked to manage the application phase that included: definition of the new brand portfolio; design of the new European section of the corporate website & design of the local brochure; internal branding programme; and external brand comms direct to clients and to the wider marketplace.

 

Strategy

Research

Roadmap

Integration plan

Launch activity

Deliverables achieved

A seamless integration was fully achieved. No key staff left after the companies were rebranded as Jensen Hughes; and client business was unaffected. Brand visibility will take time but the base is in place for establishing Jensen Hughes as a key player locally.

“Luna understood our core needs, was able to listen to our challenges and create a step by step roadmap to help rebrand our acquisitions. They demonstrated experience and guidance that has been very effective throughout the process. Working with Luna has truly been a pleasure”. Bonnie Shepherd, Senior VP Marketing, Jensen Hughes 

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