Achieving Excellence Together
We've helped more than 50 clients solve their market strategy challenges. Here is a snapshot of some recent work.
Modernising a 40 year old tech brand
THE BRIEF: UK software company htec (now acquired by PDI Software) commissioned AMG to rebrand and reposition its business under its new brand vision of ‘Make Simple’.THE RESPONSE: Working directly with the CEO, AMG developed its new positioning and tone of voice with new copy and style. This involved dropping its outdated former strapline ‘Get data smart’ and commissioning design agency LMPP to create a new brand identity more in line with FinTech companies. htec was 40 years in business in the UK so there was a lot of legacy elements to address. AMG studied the FinTech and software markets, concluding that simple logos, typefaces and easy to understand language were examples of best practice.THE OUTCOME: The output was significant. A new brand identity suite for the business including logo, colourways, new strap-line development, copy-writing for the website, staff photo-shoot, corporate presentation, social media direction, and a 4 minute a corporate video with a professional voiceover. htec was subsequently acquired by US business PDI Software for £33 million in Jan 2021.
Positioning a design agency for growth
THE BRIEF: Ciara Petty Design commissioned AMG Marketing to develop a coherent brand and communication strategy that would help to significantly increase its visibility and grow its client base.THE RESPONSE: AMG's design sector expertise was particularly valuable in creating an effective new business and marketing strategy for the agency. This involved establishing the ideal prospect and clearly defining the sectors Ciara Petty Design best served. We refined its messaging and positioning, worked on the tone of voice and copy for the new website, created a new agency pitch deck including commissioning a professional photo-shoot.THE OUTCOME: By following the new business strategy along with the sending out the revamped pitch deck Ciara Petty Design was able to secure new work within a few weeks. Thanks to the new energy and confidence behind the business. it expanded its reach in its chosen sectors - retail and hospitality, with 4 new clients.
Architecting global success for Fresh
THE BRIEF: Austin was brought in by the owner of Fresh The Good Food Market to support the business with its store development plans, and to support the existing sales and marketing function, operating as Marketing Director.
THE RESPONSE: The 1 year retainer turned into 7 years given the successful partnership between both companies. Austin worked on strategic marketing and brand initiatives, renewing Fresh's focus for its own brand products. He was central to the group’s store development projects and innovation strategy. He also oversaw the development and operations of FreshOnline.ie – the retailer’s online arm.
THE OUTCOME: With so much industry attention on Fresh and the great work being done by the team, in 2018 Austin put together a submission for the 'International Convenience Store of the Year' category in the NACS International Awards. The awards recognise the world's most innovative and successful convenience stores. Fresh was shortlisted amongst 14 global convenience chains from India, Ireland, Norway, South Africa, United Kingdom, Australia and Spain. Fresh won Best Convenience Store in the world for its Camden Street store. This led to further global exposure for the Fresh brand, with Austin hosting visits from countless international retailers. This in turn led to him developing the international licencing framework for the business and establishing the first licence agreement for a country outside of Ireland.
Content strategy for an internationally respected high performance expert
THE BRIEF: Uppercut Consulting is Ireland’s leading performance coaching and high performance advisory service, and is led by Founder and CEO Gary Keegan. They work in close partnership with leading CEOs, leadership teams, top athletes, and leading sports organisations all over the world on high performance, winning cultures, leadership and performance coaching.
Gary wanted a way to share insights for business leaders to understand their own and their team's mentality, during the extended lockdown period with working from home measures in place.
THE RESPONSE: After meeting with Gary, Austin crafted the content strategy that fitted Uppercut's brand. He brought in a video agency to create content for a series where Gary explored the most salient of topics for business leaders during that time.
THE OUTCOME: The video series posted on LinkedIn gained thousands of views and ensured Uppercut as a business reflected the mindset of leaders at that time, whilst offering support to those who needed it. Austin continues to work with Gary on communication projects.
Creating cut-through in a crowded wellness market
THE BRIEF: Everybody Health is a new Irish vitamin market brand who brought in AMG to ready it for launch in the Irish and UK pharmacy sector. Key to the brief was that the packaging had to stand out on shelves to compete in very busy and colourful retail environments.
THE RESPONSE: AMG undertook a market study with competitor analysis to derive the point of difference for the new brand. Having established its brand and commercial strategy AMG brought in design agency LMPP to develop brand identity proposals and stand-out packaging solutions for its suite of supplements products.
THE OUTCOME: The result is a brand that has a ‘Scandi’ feel, with clear copy-writing and a more nature based approach to a market crammed with big claims, and bright, bold primary colours and packaging. A website reflecting the brand’s transparency and science-backed product range was also created. Everybody Health went on to secure listings in key pharmacies across Ireland including Pure Pharmacy.
Transforming a personal brand
THE BRIEF: Alison McMurtie is the founder of Idunn Consulting. Idunn provides expert business strategy and mentoring services to SMEs who want to grow. Alison approached AMG to look at how Idunn presents its brand to the SME sector in order to better attract its ideal client.
THE RESPONSE: After analysing the myriad of competitive SME consulting firms and independent consultants, AMG established the unique selling proposition for Idunn. We defined Idunn's ideal customer profile, and crafted a new language for the brand to connect with these customers. We created new terminology to define Alison's bespoke methodology to working with her clients. This led to a new website, new copywriting, and a professional photo-shoot.
THE OUTCOME: The new website and communications strategy enabled Alison to start a new business outreach programme. Having a clearly defined offer with the confidence of new website led to Alison quickly signing 4 new clients which matched her ideal target customer. She also launched a new SME focused podcast, the episodes of which are hosted on the site.
Go to Market Strategy for SiSú
THE BRIEF: SiSú, one of Ireland’s leading independent health and well-being brands needed full strategic marketing support to help the brand launch in the Irish marketplace. It's initial product, a cold-pressed juice range, represented a new category in the market.
THE RESPONSE: The work AMG undertook involved every aspect of the brand and Go to Market Strategy, managing multiple stakeholders and design agencies. We crafted a new brand strategy, worked on the range's distribution strategy, retail partner targeting, managed social media, developed the corporate sales strategy, and delivered multiple packaging design projects. We oversaw a rebranding exercise and created a new design architecture to accommodate its growing plant based range.
THE OUTCOME: The result is a vitally healthy family of products that sit under the revitalised SiSú brand. SiSú is now present in Ireland's key food distribution businesses and in the leading retail chains nationwide, It carved out its new category and grew its social media following to several thousand alongside a successful online shop. The brand has firmly established itself in the 'better for you' category and is perfectly in line with the consumer’s growing interest in plant based goodness.
