Audiences Yorkshire appoints agency partners for rebrand
Audiences Yorkshire appoints agency partners forCultural marketing agency Audiences Yorkshire has appointed Wonder Associates to lead a major rebrand of the organisation.
The Manchester design firm will act as lead consultants on the rebrand, working alongside the organisation's in-house marketing team and PR agency Umpf.
Audiences Yorkshire was established in 1991 and supports arts and cultural organisations with their audience development activity through services including audience research, marketing consultancy, and on and offline communications.
The rebrand will overhaul its positioning, naming, visual identity and execution across all marketing and communication materials.
Alison Edbury (pictured), chief executive at Audiences Yorkshire, said recent changes at the organisation had prompted its desire to rebrand.
"Over the last three years we have been through a comprehensive organisational development programme. This has involved a complete overhaul of our offer to our clients and having engaged with our stakeholders’ needs, we have become a much more client-focused organisation.
"This has given us a compelling reason to re-brand - to seek out new ways to communicate our positioning with value, to reflect our new offer with distinction and ensure that the brand is indeed a promise delivered to every client at every touch point with our organisation.”
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Comments
Could somebody explain why Audiences Yorkshire has chosen a Manchester Design company for its major rebrand. Did they invite any Yorkshire agencies to pitch?
Anon 11.31: a better question, can you explain why they SHOULD have appointed a Yorkshire agency? It seems to me to be a rather naive response to presuppose (if not a little 'keep-it-in-the-family', anti-competitive) that a Yorkshire agency would automatically be the BEST agency for the job.
Classic no-win situation here for both clients and agencies.
And a tired old argument to boot.
Appoint someone outside the region and there's a volley of complaints from the regional agencies that didn't win.
Don't go beyond a geographical marker and everyone slates the design "becuase they didn't have the guts to look beyond the region".
The Marque's Commenwealth Games logo is a perfect case in point.
14:19.
Spot on.
Why are there still agencies that believe clients have some dutiful responsibility to their local suppliers.
Appoint whoever is best for the job.
End of.
I take on board what everyone has said and I agree the best agency should win no matter what. I know we are struggling on this side of the Pennines in terms of good creative agencies but just out of curiosity it would be interesting to see what agencies in Yorkshire, if any, were approached to handle 'Yorkshire Audiences'.
I would have hoped someone from Yorkshire was capable of speaking plain English. Her quote is a mishmash of marketing cliches and codswallop. What was it Wolfman called it? Designer gibberish? If they're publicly-funded then would the tender not have been posted on websites?
The question is not so much whether a Manchester or Yorkshire agency should have been appointed for this, but has the right agency been appointed. Looking at the folio of Wonder Associates they haven't done anything which looks like a 'major rebrand'.
The client obviously doesn't know anything about what branding really is, or they would have appointed an agency with REAL a history of rebranding.
Does anyone in Yorkshire have a history of creating strong brands for arts organisations, erm... perhaps Thompson's.
http://www.thompsonbrandpartners.com
Who do you think would do a better job, Wonder Associates or Thompson's?
Yeah but Ben Thompsons would charge 60k and Wonder wouldn't
Golden and Wonder could work on it together.
I find it hard to believe it wasn't down to budget – Elmwood must have been out of their league.
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