brand and digital case study

Realizing potential for a global B2B2C brand

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Realizing potential for a global B2B2C brand


DHL-owned Williams Lea acquired Tag in 2011 to create an international marketing services implementation business with revenues of €750m. In 2012 we were selected to transform the brand. There were substantial time pressures involved in the project deadlines.


Within 20 weeks we had defined a new brand proposition, brand identity and brand guidelines to successfully re-launch the Tag brand targeting CMOs in global FMCG corporations with the proposition ‘Realizing brand potential’. In addition to creating the core brand system, we were involved in a global exercise to redefine Tag’s product names, product architecture and the key sales and marketing messages applied to them. We then recreated Tag’s entire presentation template library and MS document stylings. We worked closely with their new business and marketing directors on how best to apply the brand principles, personality and tone of voice, and then helped to brief their teams on implementation.

Nucleus was also involved in uploading all the core brand assets to Tag’s brand asset management network (Tag CMD), ensuring that each item was supported by relevant guidelines and implementation advice.


The new brand launched in July 2013 and cemented its position as one of the three truly global marketing services networks.