MGAC
Big acquisition. Even bigger aspirations.
After completing a major acquisition, the CEO of a mid-size global consulting firm was determined to build a united organization capable of taking on the largest competitors anywhere.
MGAC is a global project and cost management consultancy. Having expanded rapidly from its headquarters in Washington, D.C., and with the acquisition of a UK-based cost management company, the CEO believed the pieces were in place to elevate the profile of the firm and compete successfully with the biggest firms in the world for the largest, most complex consulting mandates.
Following in-depth interviews with MGAC executives and clients, we fielded a comprehensive online quantitative survey to gauge awareness of the company and its recent acquisition and to assess marketplace perceptions of both brands. We learned that MGAC was seen as more disruptive than its competitors, a perceived positive that was not reflected in the firm’s current branding. MGAC’s culture and its people were widely admired. And while competitors focused on outcomes, there was little messaging around how they get there … a major opportunity for MGAC.
This research informed the new brand, which builds on the reputation of MGAC’s people by emphasizing their commitment to meeting and exceeding client expectations. “Elevate All Expectations” promises a client experience second to none delivered by empowered people, enhanced by high-touch service, and differentiated through actionable insights. “By pushing beyond what’s expected, we lift the potential of each project for the people and businesses who will one day make your building their own.”
To accelerate integration of the recent acquisition, we fast-tracked a completely new website with new content and functionality. We developed a strategy that called for launching with a “minimal viable product” (MVP) but that also incorporated building blocks for expanding the site easily in the future. The new site, showcasing a completely new brand, quickly garnered a significant increase in traffic. More importantly, by presenting a cohesive, united firm and culture, it has accelerated MGAC’s aspirations to become a big player on the global stage.
