From EADS to Airbus Group

CASE STUDY - employer brand transition project at supersonic speed

The Challenge:

When EADS (European Aeronautic Defence and Space company) changed their brand name to Airbus Group they chose us to transition their employer brand. Up until then EADS had been made up of four brands: Airbus (commercial aircraft), Astrium (space), Cassidian (defence) and Eurocopter (helicopters). The name change not only would lever the strength of their most well known brand, but also consolidate their employer brand, pulling all employee communications under the Airbus Group name.

There was a tremendous amount of work to be done in a short time: preparing a full kit of new assets for use across their global website and ATS, social networks, job boards, job fair exhibitions and displays, early careers activity, diversity initiatives, an employer brochure and other print collateral.

Airbus Group is a global company with manufacturing operations in 4 core countries (France, Germany, Spain and UK) but with an increasing manufacturing and customer support presence in USA, China and India – their chosen business language is English, but the brand also required local language adaptation in a number of markets.

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The Solution:

This was an exciting project that would see the birth of a new employer brand. We understood the importance of interpreting the new corporate brand guidelines across different channels and local markets and delivering each asset to the right place on time – in harmony with the corporate brand reveal.

We worked very closely with the new Airbus Group Employer Brand Manager, based in Toulouse, to develop a detailed project plan to roll out our creative solutions.

The Results:

In addition to delivering all assets seamlessly we also added value along the way – designing a count-down to the brand reveal for their Facebook page and converting what was initially briefed as an employer brochure into a detailed infographic – which is used digitally and as an A3 poster.

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