New Brand Engagement Agency

Global brand design agency Enterprise IG has set up a new specialist practice area to advise organisations on internal brand engagement. Three WPP Group companies, Enterprise IG, MCA Communicates and Added Value Internal Communication , are joining together to launch 'Babe'.

According to Peter Bell, CEO of the new Enterrprise IG Business and Brand Engagement practice, 'The recent Marketing Society event on the agency/client relationship highlighted the ever increasing need for the marketing profession to consider what Clare Salm at the AA called 'the low cost route to market', the people within an organisation. Andrew Gillespie, Head of Branding at Barclays, also spoke about the 'behavioural challenge marketing must address inside organisations'. Our coming together to create Enterprise IG Business and Brand Engagement puts the experience , the tools, the insight and delivery skills as well as the partnership approach demanded by clients under one roof'.

Bell added, 'Most CEOs already understand the vital role of internal engagement and many marketing communities are now making the connection between the line spend and brand health. Watson Wyatt research confirms that companies with highly committed employees have a 112% three year return to shareholders versus 76% return for companies with low employee commitment. We want to partner our clients to inspire their people through insightful, relevant engagement'.

Enterprise IG Babe will be hosting a series of Breakfast Briefings featuring client stories as well as Directors Round Tables to discuss thechanging nature of organisations and the role of marketing in the business and brand arena.

For more information visit www.enterprisebabe.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.