Sunday, May 22, 2011

ManpowerGroup's New Image Takes Root

In March 2011, Manpower - a global provider of employment services - officially changed their corporate name to ManpowerGroup, simultaneously launching a new ad campaign to help mold their corporate imagery.

In spring of 2011, I had the opportunity to spend a day at ManpowerGroup's Milwaukee headquarters to help judge their internal Peak advertising award entries. We evaluated marketing and advertising initiatives from around the world, including Canada, China, Hong Kong, Sweden, UK, Argentina, Netherlands, France, and the U.S., among others.

After the judging was complete, we were treated to a tour of their new LEED certified building ... and what a treat it was! The headquarters is remarkable. The building itself is quite beautiful, with great meeting spaces, comfortable offices, spacious hallways and poetic images adorning the walls. But, what really surprised me was how much the building is a visual representation of their new brand.

Mounted images of their print ad campaign, like the one below, are hung on the walls right next to the prop that was expertly created for the photo shoot. My favorite was the campaign pictured below. This had to be one of the coolest artistic creations I've ever seen ... a chair that is blossoming into a tree. The campaign is intended to communicate that relentless growth is humanly possible when the ManpowerGroup is your trusted partner.
Great positioning delivered masterfully and eloquently. It would appear that if ManpowerGroup can deliver on all they promise, they will have an exciting future.

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