A win-win situation

The campaign forms the platform of an external consumer launch of the 3M brand promise, also developed by thewinwingroup.

What makes thewinwingroup's feat remarkable is the fact that 3M are international leaders in harnessing internal brand awareness as a business driver. 3M embarked on a global internal brand campaign in 2003, to build 3M as a consistent and passionate mother brand internally and drive loyalty externally. Their efforts have been highly successful, but none more so that 3M South Africa's inside-out, "I am 3M, I am the Brand" campaign.

Says winwin's Stuart Woolmington: "Our clients who range from 3M to Unilever and Daimler Chrysler are encouraging us to believe that we are market leaders in a new inside-out brand process.

Our strength is in our integrated skills base which combines consultancy skills with marketing skills and a highly pioneering spirit. Our approach is based on partnering with organizations, becoming part of their bloodstream and working from a deep cultural and strategic knowledge of an organization. The beauty of this approach is that we develop a communication process that is fully aligned to an organization's strategic goals and fully culturally relevant to staff and key partners."

Thurlow Hanson-Moore, head of winwinmarketing, says: "We are the world's first, through-the-line, through-the-company agency. Our model is based on developing maximum participation, first within the business and then with partners and the target audience. Our advertising campaigns link back to the internal champions, arming them with information and ideas to sell the brand and drive the brand promise with really practical and ingenious solutions."