From market leader to global player
In June 2018, the Middle East arm of real estate firm Cluttons was acquired by global agency Savills. Setting a transition timeline of six months, the Middle East offices of Cluttons would be rebranded to Savills from the 1st January 2019. As part of this rebranding campaign, the marketing team engaged TOH PR to handle the strategic communications covering the UAE, Oman, Bahrain and its new markets, KSA and Egypt.
From the insights and market context gained from our research, we identified that each market was different and our campaign needed to address the challenges and opportunities:
- Remove the brand name of Cluttons entirely whilst maintaining and transferring the heritage and knowledge equity of the brand to Savills Middle East
- The Savills brand was unknown in two markets – KSA and Egypt – and continue to leverage Cluttons/Savills expertise in Bahrain and Oman
- Initiate a campaign that will support the overall business growth goal of doubling in size by 2023
The success was overwhelming, winning two awards at the 2019 Middle East Public Relations Association (MEPRA) Awards for Best Real Estate Campaign and Best Corporate Reputation Campaign.
Fay Lloyd, Head of Business Development and Marketing commented “The international Savills team was impressed with the regional communications campaign, its planning, execution and results. We’ve had positive feedback too from our clients and TOH was instrumental in making this rebrand a success.”