When private investment company KleinPartners Capital Corp and its partners announced in summer 2011 that it had acquired a majority interest in Hypercom’s former UK and Spanish businesses, and that the new company would be called ‘Spire Payments’, it looked from the outside as though the launch had been a long-planned and coordinated campaign.
In reality, due to the nature and legalities of the deal, selecting the new name, brand and website for the supplier of payment devices, all had to happen extremely quickly.
Dave Millener, Managing Director at Spire Payments in the UK explains: “Due to legal reasons, there were just a few short weeks between confirming that the deal would take place and having to launch the new brand, during which time we had first to select a branding agency to work with. We issued a brief and, on the basis of their initial response, invited three local agencies to present their capabilities to us.
“Ross and the team at RT Media responded very quickly and demonstrated from their presentation that they clearly understood the brief, had the branding expertise we needed, and could offer us the flexibility required to complete the task across the two different countries within the very limited timescale. Flexibility was particularly important, given that we were often thinking on our feet. The aim was for the name change to be seamless so our customers both here in the UK and Spain would acknowledge and understand it, whilst everything else was ‘business as usual’ for them.”
In less than three weeks from the initial meeting, RT Media (rtmedia.com) delivered the complete package – a new name, brand, brand messaging, a working website in English and Spanish, signage, promotional and packaging materials, an extensive set of data cards, communication materials, stationery and other small details - right down to the signatures on staff emails.
Ross Thornley, founder of RT Media and Strategic Director, said: “In some ways it helped that the date for the changeover was set in stone, as it gave our whole team a very clear deadline to work to. From an agency point of view, we were able to map a critical path for the deliverables, although as Dave says, there were some variables which we had to work around too. ”
Of course, the personalities had to be right. Building a strong working relationship between a new market leading client and agency can often take time, but since there was so little time, it just had to work.
Dave continues: “From the outset we had a very good working relationship with the team at RT. They just understood what needed to be done and got on with it, whilst contributing with a good flow of ideas, which gave our thoughts and ideas positive direction. It helped that they were just down the road in Wimborne, as it meant we could provide the direct input dictated by the deadline, literally sitting alongside the designers. The outcome was that we achieved our goal and, given the deadlines set, were actually in great shape the day we launched the new company to the market. Our customers both here and in Spain were very impressed that so much had been done, in so little time.”
Ross concludes: “The basis for this entire project was based on understanding the core values and aims of the new company. This enabled us to help launch Spire Payments as a new, independent European player in the electronic payments vendor market, creating a strong brand to rival its competitors and provide a firm platform for its strategic growth plans. We are looking forward to a roll-out of activities next year, including videos, training materials and the next phases of website development “