Experts
in the essentials

BRINGING IT ALL TOGETHER

How do you unite 68,000 employees in 100 countries delivering anything from work wear to pest control? They don’t appear to have much in common but together they have built a successful business, with £2.5 billion turnover.

But the senior team also recognised that the lack of common vision and brand was a potential threat, with uncertainty amongst investors in the City who were unsure how the brand could continue to grow.

EVERYTHING IN COMMON

We started by creating a clear brand promise that could be rolled out across the business. The aim was to unite every company in the group, reassure investors about its potential and offer better support for cross-selling.

Rentokil Initial takes care of all those functional things that most businesses need, but that they can’t do themselves – the fundamentals that help everything run smoothly. This led to the core idea ‘Experts in the Essentials’.

This simple thought works as an guiding principle that changes the way the business, and its customers, think about its services. It recognizes that Rentokil Initial doesn’t just deliver the basics, but provides services that help millions of people to live and work in safe, pleasant, hygienic environments.

Better still, it gave the company the unifying purpose it so badly needed.

From here we were able to cut the company’s brands around the world down from dozens to just three. The migration strategy wasn’t just about renaming each business, but also making sure customers and staff understood the change and felt positive about it.

To reinforce the transformation, we developed a new brand identity for the group and each of the operating units. This fresh, twenty-first century look and feel created a more unified identity across the whole organisation.

ON THE UP

Since the new brand launched the business has found a renewed sense of energy; staff have responded very positively to the change and the group is serving customers in a more integrated way.

CONTRACT VALUE

2010 v. 2011 – up 27% year on year

REVENUE INCREASE

Average revenue per sales person 2010 v. 2011 – up 33% year on year

OVERALL SALES

2010 v. 2011 – up 72% year on year

Staff surveys told us:

“IT DIFFERENTIATES US FROM OUR COMPETITORS.”
100% rather agree or completely agree

“IT MAKES US LOOK MORE PROFESSIONAL.”
100% rather agree or completely agree

“IT WILL SUPPORT US IN SELLING SEVERAL SERVICES.”
91% rather agree or completely agree