A Case Study By The Niblett Whellams Partnership Limited

A world leader in the manufacture of dental equipment and devices acquired a close competitor of one of its specialist business units in the UK. The union of the two business units created the UK market leader. TNWP helped the newly formed company to publicise the merger and establish a set of core messages to reassure existing customers and attract new ones. Close liaison was necessary between the senior management teams of the two UK merged companies, and their respective former head offices in Germany and Sweden. TNWP helped to ensure the messaging was consistent with the newly emerging corporate branding and values. Culturally, the two merged units were very different so the campaign needed to incorporate a ‘best of both’ theme. The merger communications programme included the following: • Intensive public relations campaigning, including development and publication of keynote interview with UK Managing Director • Display advertising focused on combined attributes of new company •