NEC Philips

In 2005, NEC Corporation and Philips Business Communications embarked on a joint venture creating NEC Philips Unified Solutions. itpr, who had been working with Philips since 2003, then began a campaign educating employees, existing customers and the industy on the acquisition.

Using carefully crafted messaging workshops itpr trained the management teams so they were all singing from the same hymn sheet. This process also honed the ability of spokespeople to deal with unexpected Press calls, be proactive in creating editorial coverage and increased their profile as respected pundits, analysts and thought leaders.

itpr’s campaign was also key in explaining to customers NEC Philip’s new position in the market.

The company was successfully re-branded as a business moving focus from the channel to one of a systems provider operating in the newly defined unified communications marketplace.

Once the new messaging portfolio was complete, itpr set about incorporating the messaging into its standard PR programme.

This included creating industry-inspiring opinion articles, letters to the editors and preparing seminar presentations for trade shows.

Managing Director of NEC Philips Unified Solutions

“Re-branding after our acquisition was a daunting prospect and would be for any business.
But itpr stepped up to the challenge and successfully helped us to understand exactly how we wanted to be seen in the market.

By examining our messaging and forging a new positive brand image itpr allowed us to develop stronger links between us and our customers. This new positioning also enabled us to adopt a market-leading approach in educating the industry about the benefits of new unified communications technologies.”

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