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The Adecco Group rebrands

The Adecco Group has updated its corporate branding strategy with a new, distinctive brand identity and positioning. It says the new identity better differentiates The Adecco Group from its global lead brands and will help increase the organisation’s prominence as the global labour market and workforce solutions industry expert.


The Adecco Group says the new positioning creates greater meaning in the Group brand and will help the organisation better connect with its target audiences.


The rationalised portfolio and new brand identity create greater clarity for The Adecco Group’s customers, enabling the Group to more effectively leverage relationships with its global lead brands – Adecco, Badenoch & Clark, Modis, Spring, Lee Hecht Harrison and Pontoon. The solution also allows each operating subsidiary to perform a distinct function, while building trust and loyalty in the parent company.  


Stephan Howeg, The Adecco Group’s chief marketing & communications officer, said, “The brand work creates a clear brand platform that allows us to further strengthen our market position. This also helps us to focus investments on growing the core brands, sustaining their leadership in their respective niches of the global workforce solutions sector.


“The change reflects a systematic approach to brand portfolio management and rationalisation. It provides greater consistency in our customers’ daily encounters with the Group and its brands and services globally. And focusing on fewer and bigger brands enables the Group to generate greater economies of scale.”


The brand portfolio rationalisation and positioning was conducted in consultation with brand consultancy Landor. As a global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace.


The new brand identity reflects the core values, passion and humanity of The Adecco Group and of the people who stand right at the centre of everything the Group does.


The Adecco Group new global website has been launched alongside the new visual identity. The User-Experience focused website allows the Group to better contribute to the industry and evolve our current discourse with decision makers within the world of work. 


With this goal in mind, The Adecco Group also launches Power of Work: A new website section dedicated to sharing labour market insights, trends and innovation. The Soft Skills Imperative and GTCI 2017 are available as the first thought leadership pieces for 2017.


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