Pico - Total Brand Activation
Over the last four decades Pico has established themselves as a leading event and exhibition producer. With over 3,000 people in 31 offices worldwide, they had an impressive array of projects from the Olympics to the World Trade Fair. Their strength in the execution of large scale implementation programmes was second to none. However management felt that their hold on the market was being eroded by an array of competitors from advertising, brand, marketing, design companies at one end; and local contractors, builders and other event producers at the other. The solution from Brandcourage, was not to focus on their vertical business lines of events, exhibition, signage, permanent exhibits, museums, promotions, parades, shop-fitout; but to elevate their capabilities of providing a complete brand experience... that their real strength lay in their ability to mobilise many facets of a companies brand strategy and deploy the branded experience. Thus Brandcourage redefined PICO's offering as... Total Brand Activation.
