Superbrands V23

Page 1

Volume 23
An insight into some of Britain’s strongest brands
Volume 23
uk.superbrands.com

CO-FOUNDER ACADEMY OF CHIEF MARKETERS COUNTRY DIRECTOR SUPERBRANDS UK

Damon Segal CO-FOUNDER ACADEMY OF CHIEF MARKETERS

Nathan Mathan

CHIEF OPERATING OFFICER ACADEMY OF CHIEF MARKETERS

Linda Forrest

BRAND LIAISON DIRECTOR ACADEMY OF CHIEF MARKETERS

Ed Dawes

MEMBERSHIP & EVENTS MANAGER ACADEMY OF CHIEF MARKETERS

Angela Myles

EDITORIAL DIRECTOR SUPERBRANDS UK

Angela Cooper DESIGN DIRECTOR SUPERBRANDS UK

Verity Burgess To

William Old Centre Duck’s Hill Road Northwood HA6 2NP

© 2023 Superbrands Ltd Printed in England ISBN 978-1-9997456-3-9

All rights reserved.

No part of this publication may be reproduced or transmitted in any form by any means, electronic, digital or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of text, photographs, logotypes without first obtaining permission in writing from the publisher of the book together with the copyright owners as featured.

All content was correct at the time of going to print.

order further
books, email books@chiefmarketer.co.uk Published by Academy of Chief Marketers

Contents

CONTENTS

About Superbrands

Academy of Chief Marketers Endorsements

Superbrands Selection Process Introducing the Expert Councils Foreword

BRAND STORIES

Autoglass® B Boots C Business Design Centre B CBI B Coca-Cola C Continental C Crowne Plaza® Hotels & Resorts B De Vere B Dr Pepper C Edwardian Hotels London B Fairtrade Foundation B Fanta C Financial Times C Flymo C Go.Compare C Holland & Barrett C Hoover C Howden B

Investors in People B Irwin Mitchell B Marshalls B Paddy Power C Photo-Me B Ryman B Sandals Resorts C Savills B Savlon C Selco Builders Warehouse B Shred-it B Silentnight C Sprite C STAEDTLER B Subway® C Sunbelt Rentals B Tata Consultancy Services B Tate & Lyle B tommee tippee® C TONI&GUY C Vodafone C Whistl B Key B - Business Superbrands Qualifier C - Consumer Superbrands Qualifier

THOUGHT PIECES

Building the Metaverse: A Technical Perspective

By Nathan Mathan CEO, DNA Digital

How Brands Can Stay Ahead of the Economic Downturn

By Andrew O’Connell MD United Kingdom, Dynata

Meeting Today’s Environmental Challenges

By Steve Palmer Sales Director, Geoff Neal

How the Metaverse and Crypto are Revolutionising Marketing

By Damon Segal CEO, Emotio Design Group

From One Crisis to the Next By Andrew Stephenson Director of Marketing EMEA, Treasure Data

COVER ARTIST

About Susheel Basra

APPENDIX

Research and Results Overview

Superbrands Expert Council Members Qualifying Brands

About Superbrands

To ascertain which brands are most highly regarded, a comprehensive list of more than 3,200 consumer and business-to-business brands are voted on by our independent expert panels, alongside consumers, for the Consumer Superbrands programme and business executives for the Business Superbrands programme. Votes are combined to reach a final ranking for each brand and those with the highest scores are awarded Superbrand status.

Volume 23 of the Superbrands UK publication, tells the story of many of these successful brands, exploring their history, development and achievements, showcasing why they are so well-regarded. These case studies provide valuable insights into the strategies of the brands that consumers and business professionals trust and admire.

The Superbrands organisation identifies and pays tribute to exceptional brands throughout the world. The UK programme is run under license by the Academy of Chief Marketers.

Superbrand status is awarded for quality, reliability and distinction. Only the most highly rated brands achieve this accolade

Academy of Chief Marketers

About the Academy of Chief Marketers

World-class learning and personal development for chief marketers everywhere

Nathan Mathan and Damon Segal are the joint CEOs of the Academy of Chief Marketers and are delighted to be at the helm of Superbrands UK.

The Academy of Chief Marketers is a unique offering for chief marketing officers or heads of marketing to have access to a personal and professional development forum for expert learning, peer-to-peer insights, support and one-to-one mentoring and coaching.

Through facilitated issue and idea sessions, the Academy provides a confidential way in which to gain invaluable support from a group of highly qualified CMOs, regularly hosting world-class speakers. There is no better way to exchange knowledge than to gather a set of peers helping each other overcome challenges and drive business forward.

The Academy believes that it is time to bring world-class learning and personal development to chief marketers everywhere. For a long time, CEOs have had access to this sort of development through various organisations and now we bring the same opportunities to marketing professionals.

CMOs and marketing directors are all involved in leadership in some form, be it with their board, teams or suppliers. The Academy of Chief Marketers enables marketers to realise their full potential which can transcend across their business, career and personal development.

Our Purpose is to inspire chief marketers to accomplish more.

About Damon Segal

After spending nearly 20 years in leadership and personal development and 30 years in the design and marketing arena with almost 25 of those online, Damon wanted to facilitate a completely confidential environment for chief marketers and marketing directors to learn, inspire and grow.

“Often a marketer’s role is a lonely misunderstood one in an organisation, and the Academy can provide the learning and guidance that marketers often miss out on in their businesses, which is great for both the marketer and business growth.”

About Nathan Mathan

With a blue-chip background in managing and consulting the full cycle of technology solutions for a business, Nathan has worked in senior positions in a wealth of businesses including Capita, British Airways and Barclays Capital. Nathan has an excellent understanding of how to seamlessly integrate the marketing function with a business’s technology. Nathan has spent more than five years in leadership learning and coaching and brings a unique dynamic to the Academy meetings.

Endorsements

SOPHIE DEVONSHIRE

Chief Executive The Marketing Society

Author of Superfast: Lead At Speed Co-Author of LoveWork: The Seven Steps to Thrive at Work

The incredible mix of magic, art, science and analysis that is necessary to build a powerful and valuable brand should never be underestimated. When you couple that with the agility and resourcefulness that’s needed to thrive through changing and challenging times, those who manage the brands contained in this year’s edition of Superbrands should feel incredibly proud.

Behind the case studies and tables in this book lie stories of endeavour and grit from marketers and those involved in supporting the customers in these businesses. As organisations reshape in a changing world with evolving customer needs and priorities and as they recover or re-orientate their goals after the impact of a pandemic, it’s fascinating to see which marketers have maintained brand momentum and who are the movers and shakers in building the Superbrands which will play a pivotal role in the economy of the countries they are in, and in the society of the markets where they’re located. The stories behind Superbrands always provide inspiration for others who want to build brands that make an impact – congratulations to all involved.

What is the relationship between brands and price?

That’s a critical question in the midst of a cost of living crisis and it defies an easy answer. As people struggle and are forced to trade down, the key of course is not the lowest price but the greatest value at an affordable price-point. Value is now under a rigorous spotlight, as the period of inflation-beating price stability with innovation improvements included seemingly for free comes to an end and companies are forced to raise prices. This is proving time when brands are put to the test. Those that combine meaningful rational values with strong emotional values will be the likely survivors and indeed winners, justifying the long-term investment needed to build and sustain strong brand equity. The pages here are full of examples of brands with evocative propositions that continue to deliver strong value and it is a pleasure to see them showcased and celebrated in this way.

JENNIFER SPROUL

Chief Executive Institute of Internal Communication

It’s a pleasure to continue our support with this next edition of Superbrands.

The environment continues to present challenges and opportunities for brands to navigate. Ensuring they keep pace with the fast and ever-changing needs and expectations of their customers, employees, and stakeholders, against the backdrop of a commercial landscape that has become more complex and uncertain. Communication both internally and externally has a great bearing on brand success and organisational survival.

It is more important than ever to recognise those brands doing great work, creating excellent experiences, delivering continued innovation and organisational agility, all whilst staying true to their values.

Congratulations to all those brands included in this year’s edition.

Superbrands Selection Process

About the Superbrands Selection Process

Superbrands Volume 23

The annual Consumer Superbrands and Business Superbrands surveys are long running brand sentiment studies that identify the UK’s strongest consumer and business-to-business brands respectively.

Brands do not apply or pay to be considered for Superbrands status. In order to provide a broad review of the market and ascertain the strongest brands in each category, all the key players in each sector are evaluated through the voting process. More than 3,200 brands across 157 categories were voted on in this year’s surveys. These initial brand lists were compiled using a range of relevant data sources, such as market share, share of voice and industry league tables.

Since 2006, this has been independently managed by The Centre for Brand Analysis (TCBA), which undertakes brand research, evaluation and strategy projects.

Consumer Superbrands

A total of 2,533 British adults voted on a list of 1,634 brands across 85 different categories. The list is also ratified by the independent and voluntary Consumer Superbrands Council; 39 leading marketing experts, providing a secondary quality control mechanism. Brands not highly rated by the experts are vetoed from attaining Consumer Superbrand status.

Business Superbrands

This list is jointly chosen by 2,517 British business professionals with purchasing or managerial responsibility, and the independent, voluntary Business Superbrands Council comprising 27 leading business-to-business marketing experts. Both audiences voted on 1,580 brands in 72 categories.

Definition of a Superbrand

All those involved in the voting process bear in mind the following definition:

‘A Superbrand has established the finest reputation in its field. It offers customers significant emotional and /or tangible advantages over its competitors, which customers want and recognise.’

In addition, the voters are asked to judge brands against the following three factors:

• Quality Does the brand provide quality products and services?

• Reliability Can the brand be trusted to deliver consistently?

• Distinction Is it well known in its sector and suitably different from its rivals?

Naturally, as a brand perception and sentiment survey, individual opinions will be impacted by a number of additional factors. Only the most highly regarded brands from these surveys are awarded Superbrand status. These brands do not pay for this status and can proclaim their success to stakeholders. Member brands are also able to use the Superbrands seal (shown below) to showcase their award. To access the consumer and business professionals that vote in our surveys, TCBA has partnered with the global leader in digital research data, Dynata.

Dynata is the world’s largest first-party data platform for insights, activation and measurement. With a reach that encompasses over 67 million consumers and business professionals globally, and an extensive library of individual profile attributes collected through surveys, Dynata is the cornerstone for precise, trustworthy quality data. Dynata serves more than 6,000 market research, media and advertising agencies, publishers, consulting and investment firms and corporate customers in North America, South America, Europe and Asia-Pacific. dynata.com

Introducing the Experts

Business Superbrands Council

The Business Superbrands Council is chaired by council member Stephen Cheliotis, Chief Executive at The Centre for Brand Analysis (TCBA)

STEVE ALDRIDGE

UK Chief Creative Officer Wunderman Thompson

ROB ALEXANDER Partner Headland

RUTH ALLCHURCH Managing Director WE-UK

CHRIS ASHLEY-MANNS

Strategy & Planning Director Octopus Group

ALEX BIGG CEO MHP Mischief KATE COX CEO Bray Leino

NIKKI CUNNINGHAM Managing Director Curious

STEVE DYER Managing Director OilTheWheels

JAMES FARMER Co-Founder B2B Marketing

JASON FLETCHER

Executive Creative Director Merkle B2B

ANDY GALLAGHER Vice President, Client Engagement Analytic Partners

JAMES HOLLAND Head of Branding The Marketing Practice

DAN KEENE Director of Strategic Development Wonder

STEVE KEMISH CEO Intermedia Global (IMG)

MARK LETHBRIDGE Group Chief Executive Gravity Global

NICK LIDDELL Brand-Strategist-At-Large Baron Sauvage

CLAIRE MASON Founder & CEO Man Bites Dog

STEPHEN MEADE CEO McCann Enterprise

MICHAEL MURPHY Senior Partner Michael Murphy &

ANDREW O’CONNELL Managing Director, UK Dynata

RICHARD ROBINSON Managing Director Xeim Engage & Oystercatchers

CLARE RUSSELL Creative Director Ogilvy MARY SAY CEO & Co-Founder Brand Potential

SUSIE SROKA Managing Director Omobono

KARLA WENTWORTH Managing Director Vantage Clever

DAVID WILLAN Co-Founder & Former Chairman Circle Research (now Savanta)

PROF. ALAN WILSON Emeritus Professor of Marketing University of Strathclyde

Introducing the Experts

Consumer Superbrands Council

The Consumer Superbrands Council is chaired by Stephen Cheliotis, Chief Executive at The Centre for Brand Analysis (TCBA)

SARAH BAUMANN

Managing Director VaynerMedia

FIONA BENNIE

Managing Director, Sustainability Studio Accenture Song

ANDREW BLOCH Founder Andrew Bloch & Associates/ Frank PR

ED BOLTON Creative Director of Brand frog

YASMIN BORAIN Chief Experience Officer Tribal Worldwide

FEDERICA BOWMAN CEO FirmDecisions

WILL BROOKES CEO Raconteur

HELEN CALCRAFT Co-Founder Lucky Generals

MANEEZE CHOWDHURY CEO (UK) Exposure

JONATHAN EMMINS Founder Amplify

MICHELA GRACI

Strategy Partner Coley Porter Bell

JOSH GREEN

Executive Creative Director Octagon

PHIL HAKIM Group Director Flipside

ALISON HOAD Chief Strategy Officer Publicis Poke

VANELLA JACKSON Global CEO Hall & Partners

LOUISE JOHNSON CEO Fuse

ROB KAVANAGH Executive Creative Director OLIVER UK

OLLY KNOWLES Creative Director VMLY&R

MIKE KUNHEIM

EVP, Managing Director Jack Morton Worldwide

EMMA LAX Head of Strategy Cake

DAMIEN LE CASTREC Head of Strategy Droga5 London

OWEN LEE Chief Creative Officer FCB Inferno

HOLLY MAGUIRE UK CEO Superunion UK

PETER MARTIN

Group Managing Director SMP & Melody

PAUL MASKELL Co-Founder YOLK Creative London

PAUL MCENTEE Founder Here Be Dragons

ANDREW MCLEAN Head of Strategy PHD UK

LORI MEAKIN Founder Joint

KARA MELCHERS

Content Strategy Director Canvas8

RICHARD MOSS Chief Executive Good Relations

JAMES MURPHY Co-Founder & CEO New Commercial Arts

NATASHA NANNER

Director of Creative Strategy, EMEA Whalar

THOM NEWTON CEO Conran Design Group

ALLY OWEN Founder Brixton Finishing School

KAM PHULLAR Strategy Director Ogilvy Germany

LISA RIORDAN Creative Director Imagination

MICHAEL TOMES CEO & Founder Creativepool

ADRIAN WALCOTT

Managing Director, Brands with Values & Co-Founder, BAME2020

MATT WILLIFER Chief Strategy Officer Carat UK

Foreword

Welcome Superbrands Volume 23

As the world faces ever-changing economic conditions, we have released our latest Superbrands annual. The book celebrates some of the world’s most iconic brands and provides an in-depth look at how these brands have succeeded and qualified as Superbrands.

The publication of this book comes at a time when businesses are increasingly looking to localise their operations better to withstand global volatility. Many of the stories in this book explore how brands have bounced back from various complex international events. We trust that understanding how different brands have achieved their Superbrand status, even with such challenges, can help inspire marketers and brand owners on how to attain greatness for their business.

In a rapidly changing world, it is more important than ever for businesses to stay ahead of the curve. As technologies like blockchain and web 3.0 gain mainstream traction, brands scramble to understand its potential implications for their industry. Superbrands explores these areas as a community, to help make sense of them; some of those learnings have been included in our thought leadership pieces enclosed for your enjoyment.

It is an absolute pleasure to put this annual together with all our partners, brands and especially YOU! We couldn’t do it without these contributions or your interest in their work. Thank you.

A special shout-out goes to our team members who tirelessly work behind the scenes day after day to bring this publication together. We are so grateful for what you bring each year, both in terms of your talent and passion for building our community of collaborative senior marketing and branding professionals.

We trust you will find some golden nuggets in this volume of the Superbrands annual and look forward to discovering what you put in place based on the inspiration found between these covers.

So lean back, relax and read on.

Co-Founder Academy of Chief Marketer Country Director Superbrands UK

Damon Segal

Market

Autoglass® is the UK’s favourite vehicle glass repair, replacement and recalibration specialist. Autoglass® is part of Belron® Group, which operates in 37 countries and served 16 million customers in 2021. Autoglass® has the widest reaching network in its field in the UK, with more than 1,000 technicians and over 90 centres providing a world-class service to motorists.

Windscreens play an integral role in modern automotive design and the average car in the UK car parc uses 15% more glass than 10 years ago.

The windscreen is important for vehicle safety – its correct fitting and bonding can save lives. Windscreens now incorporate complex technologies such as cameras and sensors to enable Advanced Driver Assistance Systems (ADAS) that form part of the journey to autonomous driving, such as Autonomous Emergency Braking and Lane Departure Warnings.

Autoglass® is exceptional in the vehicle glass repair, replacement and recalibration market, as it has its own dedicated research and development team: Belron® Technical –a network of innovators and thinkers, all focused on driving technical standards and developing innovations that break new ground to improve the service provided to its customers.

Autoglass® works with companies in the insurance, fleet, lease, and rental segments – large and small – across a full spectrum of industries, and continues to expand its commercial partnerships within these sectors. Autoglass® handles some of the vehicle glass claims for nine of the top 10 motor insurance companies in the UK, providing a world-class service to policyholders, demonstrated by its NPS score of 77 in 2021.

Product

Autoglass® exists to make a difference with real care. By providing exceptional customer service at every touchpoint and being an ambassador

for road safety, Autoglass® has become one of the UK’s most trusted service brands.

The company operates a ‘Repair First’ philosophy, ensuring that, wherever possible, it will repair a chipped windscreen rather than replace it. This is a safe solution that saves time and money, as well as being better for the environment.

If the damage is beyond repair, Autoglass® will replace the glass. It only uses Original Equipment Manufacturer (OEM) standard glass, ensuring that each replacement windscreen is as good as the original. Autoglass® is an industry leader in safety and champions the

including on-board diagnostic checks prior to the windscreen removal to understand if there are any existing faults to the vehicle.

Achievements

Autoglass® is proud of being a trusted and respected company in the eyes of its people, customers and partners. Its work for charity is extensive, supporting more than 15 UK-based charities and community projects. In addition, in 2021, the annual Spirit of Belron® Challenge saw Autoglass®, Belron® and associated brands raise more than €1.7m for Afrika Tikkun.

role that ADAS technology plays in improving driver safety. The recalibration service provided by Autoglass® delivers a seamless customer journey with the glass replacement and recalibration happening at the same appointment. As well as being a far better customer journey, this eliminates any risk that may exist between the time of glass replacement and subsequent recalibration –

Autoglass® is committed to achieving continual improvement in Health and Safety management and it is certified to ISO 14001, ISO 9001 and OHSAS 18001 standards. Progress around sustainability and corporate responsibility has been significant. Autoglass® announced in 2021 that it now purchases 100% of its electricity from renewable sources and recycles 100% of its glass waste. The company has also reduced its carbon emissions by 43% over the past four years, a reduction of more than 5,600 tonnes, as part of its ongoing commitment to responsible business practices.

Recent Developments

Autoglass® prides itself in being at the forefront of innovation in the automotive after-market and has invested heavily in understanding the implications of ADAS technologies. In 2016, it became the first to offer a nationwide ADAS recalibration service.

Autoglass® ensures that all customer-facing employees complete three levels of ADAS training. It has more than 90 centres offering recalibration across the UK and continues to invest as the adoption of this technology grows.

Autoglass® also spearheaded the creation of an industry standard ADAS training accreditation in collaboration with the Institute of the Motor Industry (IMI). Introduced in 2018, the accreditation ensures that technicians can identify and interpret

uk.superbrands.com Superbrands UK Vol. 23
Autoglass ® is a leading consumer and business automotive brand, providing vehicle glass repair, replacement and recalibration to more than one million motorists every year
A windscreen repair can be up to six times cheaper than a replacement
DID YOU KNOW?

information relating to a specific vehicle and its ADAS features, in order to determine which method of recalibration is required and then calibrate correctly – significantly reducing the completion time. In 2021, around 24% of vehicles that had a replacement windscreen fitted required an ADAS recalibration, in 2015 it was only just over 2%.

Promotion

Autoglass® became a household name in the 1990s after becoming the main sponsor

of Chelsea Football Club. Since then, it has invested in several high-profile brand campaigns to ensure it remains at the forefront of motorists’ minds, cementing its position as a great British brand.

In 2005, its ‘Heroes’ advertising campaign was launched, featuring real technicians and Autoglass® continues to feature real technicians in all of its advertising. Autoglass® firmly believes its people are ‘everyday heroes’ that deliver its brand promise consistently to customers.

Brand History

1972 Autoglass Supplies Ltd is launched, providing mobile vehicle glass replacement.

1982 Autoglass Ltd becomes part of Belron®, the world’s largest vehicle glass repair and replacement company.

1983 Autoglass Ltd merges with Windshields Ltd to become Autoglass Windshields, rebranding to Autoglass® in 1987.

1990 The windscreen repair service is launched and Autoglass® becomes a registered trademark.

1997 Autoglass® becomes the main sponsor of Chelsea Football Club.

2005 Autoglass® launches its ‘Heroes’ advertising campaign.

2009 The Autoglass® Specials brand is launched.

2015 Autoglass® leads the industry with its Advanced Driver Assistance Systems (ADAS) recalibration investment, and it is rolled out nationally in 2016.

2018 Autoglass® launches Rain Repel – the Advanced Windscreen Kit as well as the industry’s first skill for the Amazon Echo, enabling customers to book an appointment using voice. Autoglass® also expands its ADAS expertise to 70 centres offering recalibration.

2020 In response to the Covid-19 pandemic, Autoglass® launches Full Interior Sanitisation and Touchpoint Sanitisation.

2022 Autoglass® continues to extend its footprint, with more than 90 centres nationally.

This format has been extended throughout the company’s brand communications, with employees appearing on vans and online. Sonic branding, in the form of the famous ‘Autoglass® Repair, Autoglass® Replace’ jingle, is one of the most recognisable assets of the brand.

Brand Values

Autoglass® has the philosophy that it makes a difference with real care.

autoglass.co.uk Autoglass ®

Boots has been at the heart of the community for over 170 years, with the ambition to provide affordable healthcare for all – a vision that’s still alive today. Boots is the UK’s leading health and beauty retailer with more than 53,000 colleagues and 2,247 stores

Market

Boots is part of Walgreens Boots Alliance (Nasdaq: WBA) – a global leader in retail pharmacy, impacting millions of lives every day through dispensing medicines and providing accessible, high-quality care.

Boots is committed to providing exceptional customer and patient care and being the first choice for pharmacy, beauty, healthcare and wellness, alongside offering its innovative portfolio of product brands under the No7 Beauty Company, including No7 – the UK’s No. 1 skincare brand – Soap & Glory, Liz Earle, Sleek MakeUP, Botanics and YourGoodSkin.

Product

One of the most trusted brands in the UK, Boots has the widest range of products and exclusive brands in the health and beauty sector. The Boots Advantage Card is seen as one of the most generous loyalty schemes and allows cardholders to treat themselves more so than from other schemes (Source: Kantar). Boots offers more than 100 health and pharmacy services, including a mix of private services as well as services that are delivered on behalf of the NHS. Furthermore, Boots Online Doctor provides quick access

to advice and prescription-only medicine, without having to see a GP.

In 2022, Boots worked with Macmillan Cancer Support and the NHS to launch a Palliative Care Service, providing accessible support to terminally ill patients.

Achievements

2022 was another award-winning year for Boots. It won Company of the Year at the 2022 British Diversity Awards, impressing the judges with its dedication and commitment to creating an inclusive workplace as well as improving the retail experience for its customers.

Boots was also named Best Beauty Retailer at The Sunday Times Style Beauty Awards for the fifth consecutive year. At the same awards,

Soap & Glory Perfect Zen Body Souffle came third in the Best Body Care and Self-Tan Transformer category.

At the 2022 Beauty Bible Awards, No7 Beauty Company achieved 17 accolades including gold for Sleek MakeUP Lip Volve Gloss, which also won Beauty Steal, and Liz Earle Superskin Overnight Mask, which also won Best Natural.

Throughout the summer of 2022 the Boots Menopause Bus made appearances on ITV’s This Morning and toured the country with pharmacists and No7 Beauty Advisers on board to offer support and advice to over 100,000 women on their menopause journeys.

Alongside this, Boots continues to raise awareness as well as empower and enable its team members experiencing menopause symptoms to get the support they need at work. This includes covering the cost of prescription HRT for team members experiencing menopausal symptoms. In July 2022, Boots was independently accredited as a Menopause Friendly Employer, making it the first health and beauty organisation to achieve this status.

Recent Developments

Boots continues to expand its beauty offering with brands like Ren Clean Skin and Sol De Janeiro, as well as the return of affordable own-label cosmetics range, 17.

2022 also saw some important beauty launches from No7, including an expansion of the Pure Retinol range and the launch of the Pro Derm Scan Service, bringing game-changing skin analysis to the high street. This dermatologist-grade device scans skin to give customers personalised skincare and cosmetic recommendations –the first and only service of its kind to be available nationwide.

As part of its loyalty scheme offering, Boots recently ran its biggest ever Advantage Card advertising campaign, including television advertising for

uk.superbrands.com Superbrands UK Vol. 23
In 1933, Boots opened its 1,000th store in Galashiels, Scotland
DID YOU KNOW?

the first time in 25 years. It also launched Price Advantage, where Advantage Card holders can unlock exclusive discounts on more than 400 products each month, saving customers a total of £10m in the first six months.

Boots also launched its ‘Summer better be ready’ campaign in 2022, with the aim of helping its customers prepare for their big summer plans after two years of missing out.

Promotion

Boots became Love Island’s official ‘Feel Good’ partner for 2021 and sponsored the 2022 series as the official beauty partner, stocking the villa with over 6,500 must-have beauty, sun, skincare and grooming products. Boots also partnered with 2021 winner, Millie Court, to provide exclusive content.

Brand Values

Boots’ mission is to be the first choice for pharmacy, health and beauty by caring for people, customers and communities everywhere. Looking after team members, customers, patients, communities and the planet has been at the heart of Boots, and what it does, for more than 170 years.

This year, Boots reinvigorated its brand purpose, evolving its previous promise of ‘Let’s feel good’ to ‘With you. For life.’ This move reflects its modernised brand and the fact that it recognises customers don’t always want to just ‘feel good’.

Boots’ new customer promise reinforces its ambition to be there for its customers for every step of their journey. Boots will serve its customers’ wellbeing for life, wherever and whenever they need it. It also continues to partner with charities such as Macmillan Cancer Support and The Hygiene Bank to deliver vital support and services to its communities. In 2021, Boots and The Hygiene Bank launched a campaign to provide essential items, resources and support to school children living in hygiene poverty. Reach backed the campaign with an open letter to its readers in the Daily Express, the Mirror and the Daily Star. Boots, Unilever and The Hygiene Bank collaborated in 2022 for the second year of the Help Tackle Hygiene Poverty campaign. For every two selected Unilever products bought at Boots, a third product was donated to The Hygiene Bank.

Boots made some other big announcements this year, including its commitment to wipe out wet wipes by only selling biodegradable alternatives, in line with its sustainability commitment.

As part of its sun safety partnership with Macmillan, Boots Soltan announced that it will stop producing any products under SPF15 for adults and SPF50 for children.

Boots also reacted to the rising cost of living by freezing the price of more than 1,500 own-brand products until the end of 2022 as part of its Price Lock Promise.

Brand History

1849 John Boot opens a herbalist store in Nottingham offering an affordable alternative to traditional medicines.

1884 Boots’ first pharmacist, Edwin Waring, is appointed and introduces half price dispensing services.

1921 Boots registers its first pharmaceutical patent and becomes one of the first companies in the UK to mass produce insulin.

1925 A 24-hour pharmacy is opened at the Piccadilly Circus, London store. The service then becomes available countrywide.

1935 The original ‘Number Seven’ range provides a prestigious but affordable skincare range.

1944 Boots begins mass manufacturing penicillin on behalf of the Government during World War II.

1969 Ibuprofen is discovered by a team of Boots scientists and is launched as a prescription drug, Brufen.

1987 Boots Opticians is formed and becomes the UK’s second largest optical retail chain.

1997 Boots Advantage Card is launched.

2006 Boots becomes the first national pharmacy chain in England to have all stores linked to an Electronic Prescription Service.

2010 Boots Online Clinics are launched, supported by Pharmacist Independent Prescribers, giving people access to prescriptions for certain medicines.

2014 Walgreens Alliance Boots is created.

2020 Boots designs and builds the Government’s first drive-through Covid-19 test centre.

2021 In January, the first Boots Covid-19 vaccination hub is opened in Halifax. By August, Boots administers over 600,000 Covid-19 vaccinations. A pilot with Deliveroo is also announced offering over 400 health and beauty products delivered to customer’s doors in as little as 20 minutes.

2022 Boots Advantage Card celebrates its 25th birthday, with a summer of exclusive events, offers and rewards for Advantage Card holders.

boots.com Boots

It has been 160 years since the Royal Agricultural Hall originally opened its doors, but the now Business Design Centre (BDC) is still a place where businesses come to collaborate and grow. Welcoming almost one million visitors a year, the BDC prides itself on its initiatives that prioritise people and planet and its ability to use the company’s platform for good

Market

Whilst impacted heavily in recent years, the event industry is making its return to pre-pandemic activity as a key contributor to the UK economy, which generated £70bn and employed over 700,000 people.

Business Design Centre (BDC) also operates in a unique position as a trade centre, welcoming not only hundreds of meetings, conferences and exhibitions each year but is also currently home to over 150 permanent showroom and office spaces. Its story began in 1986, when the former Royal Agricultural Hall was reopened, following years of restoration, into its current business model as the BDC.

The venue’s initial concept was to create a collaborative environment for design companies and events to network and grow their businesses under one roof. This purpose has largely diversified over the years and now welcomes an expansive portfolio of events and residents from across a range of various sectors.

Product

Based in the heart of the London Borough of Islington, the Grade II listed venue has over 6,000 sq m of conference and exhibition space and a maximum capacity of 5,300 people, welcoming upwards of 900,000 guests a year. Its multi-award winning team have over 150 years of combined event management experience and work alongside events, some of which have remained at the venue since 1987. As well as its impressive barrel-vaulted mezzanine space, the venue also benefits from a large and flexible conference centre that runs alongside the main hall. In addition, the BDC has a large on site car park, Hilton hotel, gym and two restaurants as well as being positioned in a prime location on vibrant Upper Street.

The range of showrooms, studios and office spaces that surround the perimeter of the main hall, benefit from the significant footfall from the events held. Across the building, these spaces

are home to businesses ranging from start-ups and hybrid teams to tech companies, banking, fitness and industry leading design companies. Over 25% of the businesses that call the BDC home have been based within the building for over 10 years.

Achievements

In recent years, the BDC has won many industry awards for its team, the venue as well as numerous initiatives. Most notably at the Exhibition News Awards for Best Employer (2011, 2012, 2014, 2015), the ECO Award (2016), the CSR Award (2018 & 2019), Best Venue under 8,000 sq m (2019), Company Culture (2020) and the ESG Award (2022).

The conference side of the business equally has been recognised at the Conference Venue & Supplier Awards as Best Venue Customer Service (2013, 2016, 2017), Best Mid-Size Conference Venue (2014) and the Sustainability Bronze Award (2020).

At a wider industry level the BDC has received AEO Excellence Awards for Venue Team of the Year (2013 & 2016) and Venue of the Year <20,000 sq m (2019 & 2020) as well as the ESSA Venue of the Year (2021).

Recent Developments

Having been a certified CarbonNeutral® venue since 2010, under the CarbonNeutral® Protocol the BDC has been working on continuous reductions and improvements in tackling the

Company’s environmental impact. In 2022, the business signed the Net Zero Carbon Pledge created by members of the industry following COP26 and launched its commitment to reaching net zero before 2030. The BDC has reduced its carbon footprint by 66.7% since 2019 and development plans are underway for the investment required in coming years to meet the net zero target.

The venue also submitted its initial assessment to B Corp in 2022, taking the next steps in focusing holistically on its sustainability goals. The business has always focused on supporting its people, the community it serves as well as the environment and the BDC Management strongly believes that this is the best way to take the business forward in these areas.

Promotion

The BDC has seen structured investment and a focused strategy in its promotional activities

uk.superbrands.com Superbrands UK Vol. 23
During the 2012 Olympics a double decker bus doing push ups, designed by Czech artist David Cerny, was installed outside the venue
DID YOU KNOW?

in recent years. Whilst attending industry events to attract event bookings was impacted through the pandemic, the BDC’s retention has seen its calendar remain busy with a high occupancy level across the event spaces. Design events have been great drivers for those who wish to operate from the building with a number of new businesses joining the list of residents in the last 18 months.

The venue has showcased clients from both customer groups in its recent, ‘Where Business Comes to Grow’ campaign, interviewing longstanding clients on their own growth experience at the BDC. Considered as an incubator venue, the BDC has seen many successes in its 36-year history, with a number of events going on to successful growth at other national and international venues.

In responding to recent changes at the venue, the marketing and communications have been heavily focused on the Company’s environmental impact and its journey to net zero. Animation and video content supports the communications of the BDC’s activities and a strong presence across its social channels engaging with varying audiences throughout the year.

Brand Values

The BDC is passionate about operating in a meaningful and ethical manner and works hard to bring the organisation together through its annual corporate objectives. The values of the business are focused on the care of its people, by providing a supportive and nurturing environment for them and creating a world-class service for clients that compares to high-end hotel standards. The BDC has retained an Investors in People Gold Standard for the last six years and its management work hard to create a transparent and open environment for the team to thrive.

Supporting the community the BDC serves has long been held as an important part of its role at the venue. Since 1989, the Morris Charitable Trust, the organisation’s charitable arm, has made donations to worthwhile causes in the local community. Over £2m has been donated since the Trust was founded, with both family, shareholders and BDC team members sitting on the Board.

Over the last year, the BDC has transitioned from its work supporting the NHS’s mass vaccination centre during the Covid-19 pandemic, to addressing the issues faced as a result of the cost of living crisis. With support shown for Islington Giving throughout this time, the BDC has promoted its crisis appeal and collaborated on the Big Bike Appeal, matching Ukrainian Refugees in the borough with bikes, helmets, locks and lights, allowing them independence of travel. The BDC has also partnered with new organisations and business, delivering several large-scale food banks and supporting donations of food and items from events to local charities. Leaving the world, whether the community or the environment in a better place for future generations, is key to the BDC’s vision.

Brand History

1861 Lord Berners lays the foundation stone of what is to become the Agricultural Hall or ‘The Aggie’.

1865 Charles Dickens visits the Great Reformatory Exhibition – which is opened by HRH Prince of Wales, later to become King Edward VII.

1885 The Agricultural Hall, earns its ‘Royal’ prefix.

1886 Charles Cruft organises his first ever dog show – Cruft’s is held in the Royal Agricultural Hall and continues to be hosted at the venue until 1939.

1894 Charles Blondin, the man who crossed Niagara Falls on a tightrope, performs at ‘The Aggie’ crossing the hall at the age of 70.

1943 The Inland and Foreign Parcels Offices at Mount Pleasant is destroyed by a fire bomb and is moved to ‘The Aggie’.

1986 After 16 years of standing derelict, the Royal Agricultural Hall is restored and reopens as the Business Design Centre.

1988 Princess Diana attracts huge crowds and paparazzi as she opens the New Designers exhibition.

2010 The BDC becomes a certified CarbonNeutral® venue.

2021 Following a year of closure due to the pandemic, the BDC reopens as a mass vaccination centre, supporting the roll out of the Covid-19 vaccine.

2022 The BDC launches its roadmap to becoming a net zero business by 2030.

bdc.london Business Design Centre

Market

The CBI speaks on behalf of 190,000 businesses – of every size, in any sector and in every nation and region of the UK. Together its members employ nearly seven million people, about one-third of the current private-sector employed workforce.

Unlike individual trade associations or groups that represent one type of organisation, CBI’s widereaching and whole-economy view gives it a unique perspective and influence that ensures its members are engaged with and listened to at the highest levels of government and opposition.

Product

The CBI’s aim is to transform the UK economy by shaping, leading, and embracing change and helping businesses on that journey.

As a not-for-profit organisation, membership is its biggest source of revenue. This is designed to help businesses succeed by giving them a voice in driving the change they need, helping them plan for the future as well as providing the inspiration and tools they need for growth.

CBI events – both online and in person –provide firms with opportunities to network and share valuable experience with each other

to find the solutions to current business issues –from labour shortages to investment challenges.

Its leadership development programme helps create the business leaders of the future, equipping them with the skills to manage through uncertainty.

Its economic surveys and forecasts are well respected, while its growing economic consultancy business provides the intelligence firms need to understand their markets and the impact of policies.

Sponsorship of CBI events, reports and surveys help businesses to build their profile with an engaged, wide-reaching and highly relevant audience.

Achievements

The CBI has been influencing government policy and driving change across the business community like no other organisation for nearly 60 years – with ‘wins’ highlighted each year in its Year of Impact reports.

It recently launched the Work Health Index –in partnership with Business for Health and the NHS. It is an interactive tool designed to help

uk.superbrands.com Superbrands UK Vol. 23
The CBI is the UK’s most influential business organisation. Working with both business and government, its vision is to make the UK the most dynamic, competitive and future-focused economy in the world
The CBI has more than 100 economic and policy specialists, the largest policy unit outside of Whitehall
DID YOU KNOW?

firms benchmark (and improve) their health and wellbeing provision for employees, as companies build on the role they played in the pandemic to become the nation’s first line of defence against poor mental and physical health.

The CBI was actively involved in COP26 in Glasgow in 2021, launching the Goal 13 in partnership with Deloitte to help firms share best practice as they make their own progress to net zero. That work has continued with the launch of a new Sustainability Community in 2022.

Throughout the pandemic, the CBI was instrumental in successfully campaigning for the launch of the Job Retention Scheme, business rates relief and grants for distressed firms.

Recent Developments

Green growth and health are just two of the themes of focus under the CBI’s Seize the Moment strategy – brought in by director general, Tony Danker, in 2021. Seize the Moment guides the organisation’s brand and purpose and refers to its vision for transforming the UK economy over the next 10 years.

In the wake of the Covid-19 pandemic, the new UK-EU relationship and the climate challenge,

there is a real chance to do things differently and aim higher for the UK economy. Despite the rising cost of doing business, there are £700bn of prizes up for grabs for a UK that goes after green growth, innovation, global trade, thriving regions and a more diverse, healthier workforce.

The CBI encourages businesses – and the government – to seize the moment and act now, because growth is the only way to help improve the standard of living for all, for the long term.

Promotion

The CBI’s communication strategy is rooted in what its members are saying: they share their experiences and questions around critical business topics – both directly and through 12 regional and national councils and 16 sector councils. This shapes the CBI’s priorities and the messages it delivers to government, behind closed doors as well as in the press.

The CBI brings its work to life by sharing member stories, as well as updating on campaign progress and policy developments in its email newsletters and via the website – which is set to relaunch in 2023. It’s active on social media too, reaching a wider audience interested in the issues affecting growth in the UK.

Brand History

1965 The CBI is founded, incorporated by royal charter. The overall brand identity has remained consistent, though its values have continued to evolve.

1971 The CBI launches its brand internationally by opening an office in Brussels.

2002- Further international expansion

2011 sees offices open in Washington, Beijing and New Delhi.

2019 To evolve the members-only offering, My CBI, a member-exclusive platform is launched to provide businesses with intelligence and insight.

2021 The new Seize the Moment strategy leads to a brand refresh to reflect a more dynamic, positive and ambitious CBI.

Brand Values

The CBI exists to help business build a healthier, more diverse, greener and innovative economy. It’s optimistic about the future and wants to inject energy, urgency and fresh thinking into the debate to help the UK achieve its potential.

Its vision for the economy places business, and its ability to drive prosperity through providing jobs and supporting communities, at its heart. Firms will come up with – and deliver – the solutions to today’s challenges; government can smooth the way.

The brand aims to make people feel inspired, informed and empowered – that they’re represented, no matter who they are or who they work for, and they’re excited by what the CBI does and what it stands for.

From new businesses launching from dining room tables to FTSE powerhouses, CBI members from all backgrounds and professions can help drive the change the UK needs. They can Seize the Moment, go for growth, and together create more opportunities for their consumers, colleagues and communities right across the country.

cbi.org.uk CBI

Coca-Cola is one of the most recognisable brands in the world.

Within the UK, the brand is worth more than £1bn and reinforces its position as market leader in the soft drinks category through ongoing brand and product innovation

Market

With unsurpassed global recognition, Coca-Cola is worth more than £1bn in the UK alone. Its enviable and long-standing market leading position in the soft drinks category is bolstered through ongoing brand and product innovation. Coca-Cola remains the most popular soft drink within the UK market. Other players in the market include Pepsi, supermarket own brand products as well as small, niche artisan brands.

Product

In 1886, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-coloured liquid and, when it was done, he carried it a few doors down to Jacobs’ Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed this new drink was something special. Jacobs’ Pharmacy put it on sale for five cents a glass and Coca-Cola was born.

Today, Coca-Cola comes in both Original Taste and Zero Sugar versions in the UK with a range of pack sizes, designed for both drinking while on the go or at home. Flavour variants such

as Vanilla & Cherry as well as Zero Sugar and Zero Caffeine options are also available. In addition, limited edition flavours have also added excitement to the Coca-Cola range.

Diet Coke, which sits separately from Original Taste and Zero Sugar, has been around since the 1980s. Sugar free Diet Coke arrived in Great Britain in 1983, and quickly became one of The Coca-Cola Company’s most popular drinks and commands an extremely loyal fan base. Since then, the signature silver and red packaging has become almost as iconic as

Coca-Cola Original Taste itself. From the infamous ‘Diet Coke break’ TV ads, to collaborations with global fashion designers including most recently, fashion icon Kate Moss, to create limited edition bottles and cans – over the years, it has become a real cultural phenomenon.

Achievements

Coca-Cola Original Taste is the long-standing number one soft drink brand in the UK.

In addition to this, Coca-Cola Zero Sugar is the fastest growing cola brand in the UK, growing at +12.5% (Source: Nielsen, Total GB MAT up to 8th Oct 22).

Recent Developments

Coca-Cola recently launched a new innovation platform called Coke Creations which has been conceptualised as a celebration of innovation and the real magic of Coca-Cola. It is immersed in young adult culture, to drive relevance amongst this audience. This is a multi-year platform that will see the launch of limited edition Coca-Cola products or ‘Creations’ supported with culturally rich, digitally led bursts of activity.

uk.superbrands.com Superbrands UK Vol. 23
The name Coca-Cola is derived from two primary ingredients: the coca leaf and the kola nut
DID YOU KNOW?

Promotion

Coca-Cola is inviting the world to celebrate ‘the real magic of humanity’ in its first new global brand platform in five years. The ‘Real Magic’ brand philosophy is rooted in the insight that magic lives in unexpected moments of connection that elevate the everyday into the extraordinary –a timeless learning that feels more relevant than ever in today’s hyperconnected yet divided world.

The concept that ‘real magic’ happens when people get together and find that the things that they have in common are greater than what sets them apart, is central to this.

The Real Magic platform includes a new design identity for the Coke Trademark, which is anchored by a fresh expression of the Coca-Cola logo.

Conceptualised by Wieden+Kennedy London, the ‘Hug’ logo was inspired by Coca-Cola’s iconic

bottle shape. The brand engaged KnownUnknown, a global network of independent talent, to craft the visual identity, including all photography, animations and illustrations. The curved reworking of the brand’s signature trademark gives the effect of it being wrapped around an invisible bottle. This has been used to great effect in creative executions, where visual elements appear to be being hugged by the Coca-Cola logo.

Brand History

1880s John Pemberton, an Atlanta pharmacist, stirs up a fragrant, caramel-coloured liquid. It is combined with carbonated water and put on sale for five cents a glass.

1890s The Coca-Cola Spencerian script trademark is registered with the US Patent Office and the first building is erected for the sole purpose of housing The Coca-Cola Company, which is rapidly outgrown.

1900s A second bottling plant begins production and the first advertising for Coca-Cola appears in US magazines. Bottling operations begin in Canada, Cuba and Panama, becoming the first three countries outside the US to bottle Coca-Cola.

1910 s The contour bottle prototype is designed by Alexander Samuelson and patented by the Root Glass Company and becomes the standard bottle. In addition, the first bottling plants are opened in Europe.

1930s An advertising programme linking Coca-Cola with Christmas sees artist Haddon Sundblom create his first illustration showing Santa Claus pausing for a Coke. For the next three decades, Sundblom paints images of Santa that help to create the modern interpretation of St. Nick.

1970 s The 2ltr PET bottle is introduced and the North Avenue Tower headquarters building opens. Coca-Cola also begins worldwide sponsorship of the Special Olympics.

1990s As the Berlin Wall comes down, Coca-Cola is sold in East Germany for the first time.

2010s Coca-Cola celebrates its 125th birthday. A Coca-Cola Facebook page is established by two fans and by January 2011 has more than 22 million fans worldwide.

2020s The new ‘Real Magic’ marketing platform launches to celebrate ‘the real magic of humanity’.

Brand Values

The Coca-Cola brand purpose is to ‘Refresh the world and make a difference.’ This works in tandem with its vision to craft the brands and choice of drinks that people love, to refresh them in body and spirit, while creating a more sustainable business. The aim is to be part of a better shared future that makes a difference in people’s lives and communities as well as for the planet.

coca-cola.co.uk Coca-Cola
Coca-Cola was the first soft drink to be consumed in space
DID YOU KNOW?

Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent and affordable solutions for vehicles, machines, traffic and transportation

Market

Continental generated sales of €33.8bn in 2021, and currently employs more than 190,000 people in 58 countries and markets. On 8th October 2021, the company celebrated its 150th anniversary.

Product

Continental is one of the world leaders in tyre production and offers a broad product range for passenger cars, commercial and specialty vehicles, as well as two-wheelers. Through continuous investment in research and development, Continental’s pioneering technology makes a major contribution to safe, cost-effective and sustainable mobility.

Since 2021, Continental has released five new tyres for cars and vans. For the high-performance segment, Continental has released the seventh generation of the popular SportContact™ range, the SportContact™ 7. The PremiumContact™ range also saw the launch of the seventh generation PremiumContact™ 7, which is suitable for a wide range of vehicles.

Continental’s new UltraContact is a summer tyre that offers outstanding mileage, robustness, safe handling characteristics and low rolling resistance. For van users looking for the same characteristics, the summer VanContact™ Ultra and all-season VanContact™ A/S Ultra tyres are two new van products capable of handling a diverse range of demands. The tyres have been developed to offer robustness and longevity, with the VanContact™ A/S Ultra offering van drivers confidence in both summer and winter conditions.

Continental is contributing to society and towards shaping the future through its commitments to sustainability, with the ambitious goal to increase the use of sustainable materials in its tyre products to 100% by 2050, at the latest. The aim is to achieve this by continually investing in research and development in innovative technologies, alternative and sustainable materials as well as environmentally friendly production processes.

An example of this in action is the use of polyester yarn from recycled PET bottles in series production tyres, known as ContiRe.Tex. Continental’s ContiRe.Tex technology uses recycled PET bottles to replace conventional polyester in a tyre carcass. The PET bottles are turned into a new sustainable polyester yarn, with a set of standard tyres using material from around 40 recycled PET bottles. Tyres featuring ContiRe.Tex technology are now available in selected sizes of the PremiumContact™ 6, EcoContact™ 6 and AllSeasonContact™

Achievements

Continental’s market leading approach has been frequently recognised with a range of UK tyre test wins and international awards. Continental’s new SportContact™ 7 claimed numerous awards in 2022, winning the Auto Express UUHP tyre test, evo UHP tyre test, Tyre Reviews UUHP tyre test, WhatTyre’s Supersports (UUHP) category

and WhatTyre’s overall Tyre of the Year 2022. Wider industry award successes include recognition from the NTDA, winning the Red Dot Award as well as the iF DESIGN AWARD.

These achievements would not be possible without Continental’s commitment to technical excellence and innovation, ensuring its tyres deliver superb braking, handling and performance. Continental tests more than 143,000 tyres every year in different conditions at its main testing site, the Contidrom, in Germany. Continental is the leading tyre choice for the world’s top car manufacturers, with more than 800 current model approvals. If car manufacturers trust the tyre brand’s products, drivers can too.

Recent Developments

Over recent years, Continental has developed a range of partnerships to maximise its brand awareness across audiences. Working closely with adidas, Continental continues to bring advanced tyre technology to the soles of trainers, creating rubber compounds with exceptional grip in wet and dry conditions. Since the beginning of the partnership in 2007, there have been over 300 different models, with more than 70 million pairs of adidas-Continental shoes sold.

In 2022, Continental announced the extension of its partnership with the Tour de France for another five years. The renowned race provides the perfect platform to engage with keen cyclists and strengthen Continental’s position as safety experts, ‘whatever the wheel’.

Continental also continues its partnership with the Extreme E racing series, which sees electric SUVs race in extreme and remote areas of the world to highlight the challenges within the ecosystems of different locations. As founding partner and exclusive tyre supplier, Continental has worked closely with Extreme E to develop tyres capable of tackling a range of difficult terrains, whilst using sustainable and recyclable materials. A third of the new Extreme E CrossContact tyre is now made from recycled and renewable raw

uk.superbrands.com Superbrands UK Vol. 23
Around 40 recycled PET bottles go in to a set of Continental’s ContiRe.Tex tyres
DID YOU KNOW?

materials, including silica obtained from the ashes of rice husks – a waste product from agriculture – alongside reprocessed steel and carbon black.

Continental is proud to be a Partner in Excellence at Mercedes-Benz World, the pioneering brand experience centre, which is located at Brooklands motor racing circuit in Surrey. Continental supplies tyres for all Mercedes-Benz vehicles used during driving experiences, both on the track and on the challenging 4×4 off-road terrain. Throughout the year, Continental offers exclusive free consumer driving experiences, educating drivers on the benefits of premium tyres through a range of driving demonstrations.

Since first signing as a founding partner of The Barclays FA Women’s Super League in 2011, Continental has remained as the title partner to The FA Women’s Continental Tyres League Cup. During this time, Continental has also supported

grassroots football, to encourage more girls and women to take part in the game.

Promotion

For more than 150 years, Continental has continued to invest in and improve its tyres, every single day, to bring consumers premium products they can count on. Choosing a Continental tyre means there is no need to worry about anything but driving safely – which underpins the campaign strapline, ‘We care about tyres, so you don’t have to’.

Continental also continues to be a proud corporate supporter of TyreSafe, educating motorists about the importance of tyre safety and providing resources to help drivers get it right.

In the lead up to 2022’s international women’s football tournament, Continental ran a ‘Grip the Nation’ campaign in support of the England Women’s Senior Football Team. The campaign encouraged fans to get involved and to show

Brand History

1871 Continental-Caoutchouc-und Gutta-Percha Compagnie is founded in Hanover.

1904 Continental presents the world’s first automobile tyre with a patterned tread.

1968 The first electronically controlled driverless car takes to the track at Continental’s Contidrom test facility.

1991 Continental launches the ContiEcoContact™, the world’s first ever sustainable tyre.

2010 Continental partners with adidas to produce trainers with Continental compound technology built into the soles.

2017 Continental launches the new AllSeasonContact™

2019 Continental is announced as the Founding Partner and exclusive tyre supplier of the new racing series, Extreme E.

2021 Continental launches the new SportContact™ 7 tyre.

2022 Continental launches its first tyres with polyester made from recycled PET bottles and also launches the new PremiumContact™ 7 and UltraContact tyres.

their support with a series of live events, supporter packs and giveaways.

Continental is launching its Net|Zero|Now carbon offsetting programme in the UK, to help EV drivers reduce their impact on the environment. When buying new Continental tyres for EVs, Continental offsets all of the CO2 emissions on behalf of the driver, at no extra cost.

Brand Values

Continental earns the trust of its customers by striving for excellence with its advanced and pioneering tyre and safety technologies.

Continental is passionate about German engineering and has a proven track record in creating leading and successfully proven technologies and that is why customers have confidence in the brand.

continental-tyres.co.uk Continental

Crowne Plaza ® Hotels & Resorts is one of the world’s largest premium hotel brands with more than 400 locations in city, airport, leisure and suburban destinations and properties spanning across 63 countries. The brand is everywhere the modern business traveller wants to stay for business, leisure or a blend of both. Crowne Plaza understands that business travel isn’t just about business it’s about balancing work and life to feel both successful and fulfilled

Market

Crowne Plaza has more than 400 hotels globally, with nearly 90 in Europe and 40 in the UK and Ireland. Since 2005, it has doubled its global footprint and now has a variety of properties in cities, airports and resort locations.

In 1983, Crowne Plaza was the first to create a business focused hotel and is now one of the largest upscale rooms suppliers in the world, with an ever-increasing number of premium full-service hotels. Its diverse geographic footprint reflects the brand’s versatility and suitability for a wide variety of locations.

Crowne Plaza is part of IHG® Hotels & Resorts, one of the world’s leading hotel companies. It has a family of 18 hotel brands and IHG One Rewards, one of the world’s largest hotel loyalty programmes. IHG has more than 6,000 hotels in more than 100 countries and in excess of 1,800 in the development pipeline.

Product

Each Crowne Plaza is unique with an upscale modern, distinct and purposeful design that comes to life throughout the hotel. The distinctive design aims to inspire as well as restore guests. It has long been built on the blended integration of work and leisure – from its patented WorkLife rooms to the Plaza WorkSpace – unique lobby areas featuring co-working zones, relaxing spaces and bookable studios – the brand has been at the forefront of understanding guest needs for productivity, restoration and inspiration.

Crowne Plaza guarantees attendees will enjoy their meeting or event. The brand’s portfolio has the spaces and perfectly trained staff to make every occasion a success. From the first enquiry, to the last satisfaction survey, the brand has the answers to attendee and meeting planner needs by providing customised technology, food and beverage packages as well as tools to enable better meeting management. With over five million sq ft of meeting space around the world, Crowne Plaza knows meetings. Big or small, the brand has the right

space for any type of gathering, from flexible studio spaces, to large meeting rooms.

The brand prides itself on providing an outstanding branded service experience called ‘Dare to Connect’. It’s a warm, unscripted style that sets Crowne Plaza apart in the industry. Through focus and inspiration of colleagues they enable guests desire to connect. Colleagues help guests enjoy their stay with service that is personal and genuine, anticipating their needs and being empowered to do what it takes to make them happy. Crowne Plaza guests seek flexibility

and balance as productivity matters to them. However, they also seek inspiration, energizing experiences and moments of downtime.

Crowne Plaza also provides an inspiring food and beverage offering, again aimed towards post-pandemic cravings for a deeper human connection. Guests can enjoy meals and snacks in vibrant restaurants, lobbies, meeting rooms and workspaces as well as having the option to order room service. Furthermore, well-designed fitness and leisure facilities have the latest equipment to enable guests to squeeze in a high-quality workout, at a time that suits them.

Achievements

Crowne Plaza has received a host of awards in recent years. Pre-pandemic, in 2018, it won the Silver Magellan Award for the best WorkLife guest room, Gold Magellan Award for its Plaza Workspace as well as being the Grand Winner for the Plaza Workspace Concept at the MAX Awards. This was followed in November 2019 by winning Best Upscale Hotel Brand at the British Travel Awards as well as receiving Brand

uk.superbrands.com Superbrands UK Vol. 23
Crowne Plaza has locations in more than 60 countries across the globe from award-winning airport hotels to city centres and resorts
DID YOU KNOW?

of the Year at the World Branding Awards. Most recently, in November 2022, it was awarded the Hospitality Sales & Marketing Association International (HSMAI) Gold Adrian Award for its Blended Travel Study.

Recent Developments

Following the successful reception of its Global Flagship properties in 2019, Crowne Plaza is rolling out its latest Crowne Plaza experience through expressive design, flexible spaces, engaging service and inspiring restaurants and bars.

A ‘New Modern’ design style has been brought to life in Crowne Plaza’s latest global new openings and renovated properties. It has been conceived to express productivity, efficiency and performance; comfort, warmth and relaxation; as well as moments of delightful inspiration. This concept encompasses room redesigns as well as the reworking of lobby areas to feature co-working zones alongside relaxing spaces. This optimised design flow enables the perfect blend of improved professional productivity as well as advanced restoration and inspiration. In addition, ‘The Studio’ has

been introduced as a bookable space for dynamic, collaborative workshop sessions and group gatherings.

Promotion

To explore the changing needs of its guests in relation to the uplift in demand for combined work and leisure travel, Crowne Plaza has launched the first ‘Blended Travel’ white paper by a hospitality brand titled, The Future of Blended Travel. Developed in partnership with global trends and insights business, Stylus, four emerging sub-trends, that speak to guests’ evolving needs, were identified. Firstly, ‘Reworking work’ – the trend that has emerged over the past two years for travel to a hotel or resort in a warm, exotic overseas location or an exciting city and used as a base for remote flexible working; ‘Hybrid living, hybrid lives’ – the increasing number of business travellers that extend their work travel with leisure days to get the most from their trips. Key to which is the flexibility and ability to work while travelling; ‘Upskilling and side-hustles’ – using the power of travel to fuel inspiration, feed curiosity and enable networking and connections; and finally,

Brand History

1983 The Holiday Inn Crowne Plaza brand is established.

1988 The first hotel is opened in Rockville, Maryland, USA.

1994 The brand is renamed as Crowne Plaza® Hotels & Resorts.

1999 The first Crowne Plaza in Europe is opened in Maderia, Portugal.

2022 With more than 400 locations spanning across 63 countries, the next hotel to open in Europe is Crowne Plaza Caparica Lisbon.

‘New care economy’ – more than ever before, families want to travel with children as well as grandparents with multi-generational groups of travellers seeking out destinations that cater to all ages.

To continue the momentum that was achieved in summer 2022, Crowne Plaza’s ‘blended travel’ campaign highlights its progressive approach to flexible travel with the current integrated marketing campaign working alongside the IHG masterbrand, ‘The Business of You’.

The campaign is live until the end of 2022.

Brand Values

Crowne Plaza is an established, globally distributed, premium, full-service accommodation, meetings and events provider. Its purpose driven design approach and extensive service and amenity offering, ensures that guests have an elevated experience. Its vision is to be the best-loved business class hotel brand globally, delivering distinctive accommodation as well as meeting and event experiences.

crowneplaza.com Crowne Plaza ® Hotels & Resorts

Market

De Vere is a collection of historic mansion house hotels and contemporary event destinations which operates in the hotel, conference and events, leisure and wedding markets. De Vere operates over 260 meeting rooms and more than 1,800 bedrooms, well located around London, the southeast and The Cotswolds. Other key players in the market range from multinational brands to boutique independents.

Product

Thanks to substantial investment, De Vere has breathed new life into its portfolio of historic, landmark hotels and venues. Each of these iconic buildings, many of them listed, has a story to tell of its history, its design and architecture, its quirks and characters, and the families who once called them home. The transformation of these storied properties included new bedrooms and suites, new destination restaurants, transformed meeting and event spaces, as well as upgraded leisure facilities and investment in outdoor spaces.

DID YOU KNOW?

During WWII, De Vere Latimer Estate was used by MI5 and MI6 and was known as The Spy House

New for 2023 is De Vere Reserve. Reserve guest rooms and suites offer the very best of De Vere, lovingly restored period accommodation in the original mansion house, with thoughtful finishing touches, including luxurious Penhaligon’s toiletries, to make every moment memorable.

Many of De Vere’s hotels have unique stories to tell. Such as De Vere Latimer Estate, which was recently named ‘Britain’s most secret home’ due to the role it played during WWII. In the 1940s, the house became the centre of top-secret activities run by MI5 and MI6 and is credited with being of

similar importance to Bletchley and Wilton Park for gathering vital information that shortened the course of the war.

De Vere Tortworth Court was in the hands of the Earls of Ducie before being sold in 1991 to be turned into a luxury hotel. The property recently received a £7m restoration turning the former stables into bedrooms and the iconic Orangery is now a grand and unique venue for events.

The group’s meeting and events product, Smart Space, can be found across all properties in the portfolio and is made up of nine service features, which have been meticulously crafted to create unforgettable events. So, whether delegates want a unique venue, set in picturesque countryside, or the heart of the city, they will experience the same exceptional level of service.

Achievements

Earlier this year, The Telegraph named De Vere Latimer Estate as one of the grandest British hotels

uk.superbrands.com Superbrands UK Vol. 23
De Vere’s iconic hotels number some of Britain’s most notable country estates, combining two distinct experiences; De Vere Estate, where modern comforts meet contemporary style and De Vere Reserve, the very best of De Vere in lovingly restored mansion houses with thoughtful finishing touches

fit for royalty, whilst in April 2021, De Vere Cotswold Water Park was named as one of the top 10 waterside hotels in the country by The Guardian.

In the summer of 2022, The Times named De Vere Tortworth Court as having one of the best hotel gardens in the country, thanks to the historic arboretum of more than 200 unique trees, where guests can download a walking tour and discover the rare flora.

Recent Developments

De Vere’s historic mansion house hotels have seen a top-to-toe restoration, with all hotels in the group receiving an upgrade. De Vere Beaumont Estate, in Windsor, recently completed a £14m refurbishment, which included a full transformation of its historic mansion, The White House. De Vere Horsley Estate, in Surrey, also recently unveiled the results of a multi-millionpound investment programme which saw its impressive mansion house, Horsley Towers, which was once home to computer pioneer Ada Lovelace, gloriously restored. In 2022, De Vere Tortworth Court also had a number of its courtyard bedrooms transformed to bring them in line with De Vere’s distinctly British aesthetic.

Other developments include investment in technologies, including Smart Space –

the group’s meeting and events service which includes Smart Booker, that allows event bookers to be able to plan and book events directly on De Vere’s website, and Smart Base, which offers workspaces at De Vere’s properties, for those looking for a more flexible solution to today’s working patterns.

Promotion

De Vere’s loyalty programmes, Applause and Showtime, which are both driven through CRM, offer guests and delegates rewards and offers from their very first visit. Applause is De Vere’s leisure loyalty programme and offers discounts on stays as well as exclusive perks to guests including 10% off a stay when it is booked direct, a late check out and, by partnering with Readly, access to more than 5,000 digital newspapers and magazines.

Brand History

2017 A multi-million-pound investment programme is undertaken and the De Vere brand is launched.

2018 A £20m refurbishment is completed at De Vere Wokefield Estate.

2019 A £5m refurbishment of De Vere Tortworth Court is completed.

2021 A £12m refurbishment of De Vere Beaumont Estate is completed.

2022 A further £2m of refurbishment at De Vere Beaumont Estate and £2m at De Vere Tortworth Court is completed.

Showtime aims to reward meeting and event bookers with free cinema tickets for enquiries, as well as points for every £1 spent on an event, which is redeemable on everything from high street gift cards and luxury experiences to charity donations.

Brand Values

Across all De Vere’s properties guests will find signature moments and touchpoints that demonstrate care and attention to detail. De Vere always takes the initiative and continuously strives to enrich the experiences it provides. Ultimately this means aiming to exceed guests’ expectations.

Each year De Vere donates breaks away to seriously ill young adults through the Willow Foundation and provides access to available bedrooms for ‘Room To Reward’ to thank charity volunteers who give up their time for those who need it most.

De Vere is proud to be a part of the drive for a greener future. From innovative recycling schemes to creating 3,800 sq m of wildflower habitats to support biodiversity, De Vere is working across the business to reduce consumption and waste whilst also working with guests and suppliers to take important steps today that add up to a big difference for tomorrow.

devere.co.uk De Vere
De Vere’s hotels have recently undergone a multi-million-pound refurbishment project
DID YOU KNOW?

Weird runs through Dr Pepper’s DNA. Its taste is hard to describe, thanks to a blend of 23 flavours and its strange name and misfit personality have always made it a bit different. Pushing consumers out of their comfort zone to try something a bit different and embrace the weird is what it does best

Market

Dr Pepper is the second largest Flavoured Carbonated Sparkling Soft Drinks brand in Great Britain with a huge 13.5% value share (+0.2pts vs. PY) (Source: Nielsen GTC, Total GB, w/c 8th Oct 2022) having recently overtaken Irn-Bru, which is now the third largest in the market. Other players in this arena include the market leader Fanta as well as large brands such as Sprite as well as a plethora of smaller niche brands.

Product

Dr Pepper undoubtably has a unique taste, which is widely regarded as being hard to describe. This is the result of a long-standing blend of 23 flavours, that remain a closely guarded secret. Available with or without sugar, Dr Pepper is available in pack sizes ranging from 150ml cans to 2ltr PET bottles. Dr Pepper Zero, the zero sugar variant, continues to grow in strength year-on-year in Great Britain.

Achievements

Dr Pepper now has a value share of 13.5%, growing +0.2pts in the past year (Source: Nielsen GTC, Total GB, w/c 8th Oct 2022) and is now worth £148m in Retail Sales Value (+15.6% vs. PY). Dr Pepper Zero is worth £23.5m RSV and growing by a huge 18.4%, driving growth of the Dr Pepper masterbrand.

Recent Developments

Dr Pepper has recently undertaken a packaging update, paying particular attention to Dr Pepper Zero. Whilst the packaging designs have been updated across the range, Zero now sits more comfortably as part of the distinctive burgundy Dr Pepper family. Consumers can immediately see this synonymous Dr Pepper burgundy on Zero packs, whilst some white background remains to help differentiate between the two.

With an increase in the popularity of low sugar drinks, feedback from consumers has been that Dr Pepper Zero can’t always be found as readily as original Dr Pepper. The brand has therefore been placing a focus on heavily increasing the

distribution and availability of Dr Pepper Zero to match that of Dr Pepper, satisfying the demand for choice amongst consumers.

Promotion

Alongside its illustrious position as the oldest soft drinks brand in the world, Dr Pepper has an equally impressive marketing history. This dates back to its early days when Dr Pepper was first revealed to 20 million people in 1904 at the World’s Fair Exposition in St. Louis, in the US. This showcase for product innovation was also where frankfurters and hamburgers were first served in buns and ice cream was first served in cones. Its success at this legendary event drove the brand on and its first tagline, King of Beverages, was coined in 1910. Then came Dr Pepper’s first

trademark character, ‘Old Doc’, a typical county doctor, complete with a monocle and top hat which was used in the 1920s and 1930s. By the 1950s, the slogan, ‘The Friendly Pepper-Upper’ was being used, then in the 1960s, an association with rock’ n’ roll was cemented. The 1970s saw the brand describe itself as ‘the most original soft drink ever in the whole wide world’ and the 1980s marked the ‘Pepperisation’ of America with the famous ‘Be A Pepper’ campaign.

When Dr Pepper arrived in Great Britain in the mid 1990s, the brand was introduced as ‘The Unexpected’. A masterstroke came in 2001, with the renowned ‘What’s The Worst That Could Happen?’ communications platform. The concept was based on young adult insight about how they approach first time

uk.superbrands.com Superbrands UK Vol. 23
experiences
Dr Pepper is the oldest soft drinks brand, even older than Coca-Cola
DID YOU KNOW?

and focused on the embarrassment that they often feel in these situations. This is where Dr Pepper’s personality as being ‘a bit weird’ was firmly cemented. The ‘Misunderstood’ campaign that followed in the late 2000s continued to reflect and enhance this unusual and distinctive personality.

Consumers have an affection for Dr Pepper and can often relate to all its associated ‘weirdness’ and communications continue to reflect the brand’s quirky, tung in cheek personality. The idea that being a bit weird can lead to more positive experiences in life is reflected in the brand’s current work around ‘So odd, so good, So MiSuNderStoOd®’.

Brand Values

For over a century, Dr Pepper’s truly unique taste has been impossible to describe and weird runs through the brand’s DNA. From its unique blend of 23 flavours, strange name and misfit personality, Dr Pepper has always been a bit different. The brand aims to push consumers out of their comfort zone and to try something a bit different, something that is surprisingly good.

Brand History

1885 Charles Alderton, a young pharmacist working at a pharmacy in Waco, Texas is believed to have invented Dr Pepper after noticing that his customers wanted to try something new.

1886 Demand for the new product soars and catches the attention of a soda fountain operator who goes on to market the drink, forming the Artesain Mfg & Bottling Company. This later becomes the Dr Pepper Company, thought to be named after a real doctor the founder knew.

1904 Dr Pepper is introduced to almost 20 million people attending the World’s Fair Exposition in St. Louis, USA.

1910 Dr Pepper is marketed as ‘The King of Beverages’.

1920s The ‘Old Doc’ typical country doctor character is created which becomes the Dr Pepper trademark character into the 1930s.

1950s Dr Pepper’s slogan becomes ‘The Friendly Pepper-Upper’.

1960s Dr Pepper forms an association with rock’ n’ roll music, particularly Dick Clark’s American Bandstand TV show.

1985 Dr Pepper celebrates its centenary and is the third-largest soft drinks brand in the US.

1990s Dr Pepper arrives in the UK and is introduced as ‘The Unexpected’.

2001 The classic ‘What’s The Worst That Could Happen?’ line is conceived by London agency, Mother and goes on to win both Gold and Silver Lions at Cannes.

2004 Dr Pepper sponsors the cult MTV show, Punk’d, presented by Ashton Kutcher.

2013 Dr Pepper Zero is launched in the UK.

2022 A packaging update takes place to align Dr Pepper Zero more clearly with the masterbrand.

coca-cola.co.uk/brands/dr-pepper Dr Pepper
The original title of the Beatles’ ‘Sgt Pepper’s Lonely Hearts Club Band’ was ‘Dr Pepper’s Lonely Hearts Club Band’
DID YOU KNOW?

Offering a collection of individual hotels, inspired by London and rooted in the neighbourhoods the hotels inhabit, from stylish boutiques through to luxury on the grandest scale, each hotel boasts stunning interiors and exceptional comfort. With complimentary wifi throughout, chic bars and concept restaurants, Edwardian Hotels London’s service ethos delivers unforgettable experiences

Market

Founded by Jasminder Singh OBE in 1977, Edwardian Hotels London is intrinsically linked to the landscape, with 12 of its 13 properties being in London and one in the heart of Manchester.

The luxury London hotel market is a highly competitive environment and Edwardian Hotels London is able to stand out from the crowd with stunning four and five-star properties in key London locations. What helps to distinguish the brand from other key players is its individuality. As a privately owned business, the company offers top quality and unique design, combined with a style of service that is genuine.

Product

Known for its presence in London’s most sought after locations, Edwardian Hotels London

has 10 hotels in Zone One alone. With strong and sustained investment across the portfolio and a contemporary environment in each hotel, the properties are designed for comfort and convenience. Adorned with tactile furnishings and original art throughout, each hotel is distinct in its look and feel.

Staying in an Edwardian Hotels London property is an experience. From Kensington to Covent Garden or Bloomsbury to Mercer Street, each has a unique personality. The group’s mission is to light up every guest experience, meaning nothing is ever too much trouble.

Achievements

Edwardian Hotels London has been ranked as one of the best hotel groups in the UK in Which? Travel consumer magazine.

Since opening, its flagship hotel The Londoner has won more than 10 awards, including Hotel of the Year, Hotel Newbuild and Event Spaces at AHEAD Europe Awards 2022. Elsewhere, in Manchester, Peter Street Kitchen won Best Culinary Experience at the British Restaurant Awards 2022.

Sustainability is also high on the agenda. The Londoner was awarded an ‘Excellent’ rating by BREEAM (Building Research Establishment Environmental Assessment Method), while the group continuously invests in new technology to reduce its carbon footprint.

Edwardian Hotels London is the official corporate fundraising partner to Cancer Research UK, with funds raised by the wider company going to the Francis Crick Institute in London, a worldleading centre of biomedical research and innovation.

Digital innovation continues to be at the forefront of the group’s progression, with a number of new initiatives ensuring a seamless guest experience. Its multi-award-winning virtual host, EDWARD, has been a huge success, with accolades including Best Use of Technology at the 2020 Catey Awards. An automated, intelligent text-based interaction service, EDWARD responds to and executes guests’ requests, enquiries and bookings via mobile phone. Through online check-in and check-out guests are given the freedom to choose

uk.superbrands.com Superbrands UK Vol. 23
Set across 16 storeys, The Londoner is the world’s first ‘super boutique’ hotel
DID YOU KNOW?

their room prior to arrival and check out quickly and easily.

Recent Developments

Opened in September 2021, The Londoner is Edwardian Hotels London’s flagship property and features 350 bedrooms and suites, six restaurants and bars, including a rooftop lounge, two private screening rooms, inspiring event spaces and a stunning ballroom for up to 850 guests. All guests also enjoy access to three beautiful guest-only spaces at The Residence, as well as The Retreat, including pool, cabanas, gym, hair and nail salon, barber and superfood clinic.

The group continues to invest in improvements to its current products, including recent refurbishments of Radisson Blu Edwardian Bloomsbury Street, Kenilworth and Berkshire.

Promotion

Through cherry-picked partnerships and a crosschannel brand activation calendar, every hotel continues to weave itself into the fabric of the community in which it resides.

The London properties demonstrate their affinity with the arts through longstanding partnerships with the National Theatre, Royal Shakespeare Company and The Donmar Warehouse, to name

Brand History

1977 Edwardian Hotels is established by Jasminder Singh OBE.

1992 A marketing agreement with Carlson is signed to increase global reach and the brand becomes Radisson Edwardian Hotels.

2004 The first hotel outside London opens in Manchester, a five-star hotel in the city’s iconic Free Trade Hall.

2007 The company opens a brand new hotel opposite The O2 at New Providence Wharf in London.

2012 An agreement is signed with Radisson Hotel Group (originally Carlson) to become part of the global Radisson Blu brand portfolio and the brand becomes Radisson Blu Edwardian, London.

2013 Radisson Blu Edwardian, London launches Steak & Lobster as well as Scoff & Banter.

2016 May Fair Kitchen opens at The May Fair Hotel, followed by Monmouth and Leicester Square Kitchens at the Mercer Street and Hampshire hotels, respectively.

2018 At The Hampshire Penthouse opens and Manchester welcomes a multi-million-pound refurbishment, new restaurant and bar.

2019 Bloomsbury Street Kitchen opens.

2021 In September, The Londoner premieres as the world’s first super boutique hotel.

a few within its extensive partnership portfolio. Furthermore, The Londoner has taken over as the Official Hotel Partner to London Fashion Week and the London Film Festival.

Meanwhile in the north, The Edwardian Manchester, a Radisson Collection Hotel, continues to cement its place in the heart of Manchester through its title as the Official Hotel of Manchester Pride.

Brand Values

The essence of the Edwardian Hotels London brand is to light up every guest experience. This positive attitude enables the delivery of a customer promise that makes people feel special with individual service aiming to build mutually beneficial relationships with a commitment to creating business. Authenticity is at its core, the environment and experience guests enjoy at Edwardian Hotels London is uniquely cosmopolitan.

edwardian.com Edwardian Hotels London
The AI chatbot, EDWARD, responds to questions in 59 languages, and counting
DID YOU KNOW?

The Fairtrade Foundation is a charity that makes trade work for everyone: farmers and workers, consumers, businesses, and the environment. For over 25 years, the Fairtrade Foundation has developed fairer and more sustainable trading relationships between UK shoppers and two million farmers and workers

Market

The Fairtrade Foundation is the UK member of Fairtrade International, a global umbrella organisation co-ordinating and connecting co-operatives, networks of farmers and other National Fairtrade labelling organisations. Products carrying the FAIRTRADE Mark are sold in 160 countries, and in all major UK retailers.

Using Fairtrade Standards, developed in partnership with farmers, the Fairtrade Foundation licenses the use of the FAIRTRADE Mark in the UK. This shows shoppers that economic, environmental and social requirements have been met and farmers have received a fairer price for their crop. Furthermore, farmers receive the Fairtrade Premium, an amount to invest in their businesses and communities. In 2021, UK sales of Fairtrade products generated £25.2m for farmers to invest in essentials such as healthcare, education, housing and water as well as developing their businesses and caring for their local environment.

A pioneer of ethical labelling, Fairtrade remains a leading and trustworthy champion for social and climate justice – even as ethical certification labels proliferate in the UK market. Nine in 10 UK consumers are aware of the FAIRTRADE Mark – higher than all other ethical labels – and 8 in 10 consumers trust it. Furthermore, 76% of UK consumers have chosen Fairtrade products over an alternative (Source: Kantar, 2022).

However, Fairtrade is more than just a label. It is an international movement with deep roots in advocacy, campaigning, and farmer representation across Fairtrade’s governance – supporting farmers and workers to protect their rights, land, health and future livelihoods. Fairtrade’s origins lie in the vibrant community of passionate supporters, within schools, universities, workplaces, towns, cities and places of worship, which are at the heart of a global Fairtrade movement. Across the UK today, there are over 2,000 grassroots campaigning groups.

Product

The first Fairtrade labelled products were launched in the UK in 1994. By 2005, over 900 Fairtrade certified products were on sale. Today, the FAIRTRADE Mark appears on around 4,500 different products in retail and catering outlets across the UK. Businesses who choose Fairtrade certification and partner with the Foundation on programmes show that they are committed to workers’ rights and environmental protection –it’s more important than ever that all businesses identify and tackle harmful practices for both farmers and the environment within supply chains.

Fairtrade partners with some of the UK’s biggest retailers and brands – including the Co-op, Greggs, Mars and Ben & Jerry’s –on certifying products ranging from bananas, chocolate and coffee to cosmetics, flowers and wine. Fairtrade also works with smaller companies and social enterprises, such as Divine Chocolate, Traidcraft and Zaytoun, that make trading fairly the core of their mission.

The Fairtrade Sourced Ingredient (FSI) certification – a separate label to indicate that individual product ingredients are Fairtrade certified – offers companies greater flexibility to incorporate single Fairtrade ingredients such as coconut, sugar, cocoa and olive oil into their product ranges, increasing opportunities for farmers to sell on Fairtrade terms.

Achievements

Recent commitments from partners continue to create change for farmers and workers, with Lidl GB announcing in 2022 that it would become the first UK retailer to convert all of its cotton staff uniforms to Fairtrade, with a commitment to purchase 330,000 shirts, trousers, polo tops and chinos, worn by 22,000 store colleagues. This equates to a volume of 175 metric tonnes of Fairtrade certified cotton, supporting farmers in India.

In an industry first, Co-op committed to stocking 100% of its South African wine as Fairtrade in 2022. Co-op is already the world’s largest retailer for Fairtrade wine, selling 14.5 million litres in 2020.

During the recent pandemic, more than 800,000 farmers and workers in nearly 60 countries were supported by Fairtrade’s £13.6m Covid-19 Relief and Resilience Fund. Direct financial support was delivered to smallholder farmers and workers hit hardest. One Fairtrade project supported 6,000 Kenyan flower workers with health packages, kitchen gardens for food security and training to boost job opportunities.

uk.superbrands.com Superbrands UK Vol. 23
Fairtrade is the most recognised and trusted ethical label in the world * GlobeScan,
DID YOU KNOW?
*Source:
2021

Recent Developments

Demand for ethically sourced products among UK consumers continues to grow: in 2020, the British ‘green pound’ broke through the £100bn mark for the first time (Source: The Co-op, 2021). Fairtrade UK sales increased by 14% that year, meaning greater support for more farmers and workers. The Foundation continues to forge new partnerships with UK businesses, breaking the mould on who and what can contribute to making trade fairer and more sustainable. It is diversifying its audience base to appeal to a younger, climate conscious demographic, with new partnerships in markets such as cosmetics.

In 2022, Fairtrade launched a partnership with Primark on a new Fairtrade certified skincare range. Other new partnerships include Amazon’s commitment to sourcing Fairtrade olive oil as part of its Amazon Aware product line. Fairtrade works to explore untapped markets with potential to bring greater rewards to the most vulnerable in supply chains. In 2011, Fairtrade launched a groundbreaking initiative to certify gold and precious metal sourced from mines that meet the Fairtrade Gold Standard, with strict requirements on working conditions, health and safety, handling chemicals,

women’s rights, child labour and environmental protection. Fairtrade Gold has since been integrated into smartphone supply chains as well as luxury jewellery brands like Maria Black.

Promotion

Voices and images of farmers and workers are at the core of all Fairtrade communications. Direct quotes, images and case studies are used to explain the impact of Fairtrade and amplify their call for a better deal from trade.

The main marketing moment for Fairtrade is the annual Fairtrade Fortnight campaign which sees businesses, politicians, campaigners, shoppers and farmers united in taking action for fairer trade. This February/March campaign includes partner marketing instore and online, press coverage, events in schools, workplaces, town centres and Parliament, with visiting farmers touring the UK to tell their own stories. This has built trust and recognition of the FAIRTRADE Mark among the UK public – the UK is now one of the world’s leading Fairtrade markets thanks to campaigns like Fairtrade Fortnight, with more products and more awareness of the Fairtrade movement than anywhere else.

Brand History

1992 The Fairtrade Foundation is established.

1994 The first Fairtrade certified product Green & Black’s Maya Gold Chocolate is launched, made with cocoa from Belize.

1995 The first ‘Fairtrade Fortnight’ takes place, an annual event bringing together campaigners, businesses and producers to raise awareness of trade justice.

2001 Garstang, Lancashire becomes the world’s first Fairtrade Town.

2007 Waitrose & Partners and Sainsbury’s stock 100% of their bananas as Fairtrade.

2010 Fairtrade retail sales in the UK reach £1bn despite tough economic times.

2012 The London 2012 Olympic and Paralympic Games commit to Fairtrade by serving its products in the Olympic venues and athletes’ village.

2016 Fairtrade becomes the first organisation to require living wages be paid to garment workers within the set time period of six years.

2017 Ben & Jerry’s launch a Fairtrade first – a range of certified non-dairy ice cream.

2021 Fairtrade farmers and representatives gather in Glasgow for the COP26 climate summit representing the two million Fairtrade farmers and workers, with support from businesses and the public.

Brand Values

Fairtrade is co-owned by farmers and workers, putting them at the heart of decision making and governance. They have representation at all levels of governance, including holding 50% of decision-making power in the Fairtrade General Assembly. Fairtrade’s grassroots campaign network is vital to its success and resilience in the UK, as well as to its authenticity as a brand.

Fairtrade’s values are about more than just fair pay. Thanks in part to the Fairtrade Premium, farmers and workers have set up impactful projects for their businesses and wider communities, often run in collaboration with commercial partners. This includes the Women’s School of Leadership in Côte d’Ivoire and a similar women’s empowerment programme in Ethiopia. Additionally, Fairtrade lobbies government, drives awareness with the public and advises and inputs into companies’ own ethical certification schemes.

fairtrade.org.uk Fairtrade Foundation

Fanta is an ally to the exceptional human beings who are playful at heart; those who never let go of their lust for life, whatever their age. Its range of colourful fruity flavoured drinks have driven growth in the carbonated soft drinks market, whilst spreading a sense of fun

Market

Great Britain’s soft drinks market is worth £11.3bn (Source: Nielsen GTC, Total GB, w/c 8th Oct 2022). Within this, Fanta is the Flavoured Carbonated Sparkling Soft Drinks category leader with an impressive 26.3% value share (+1.3pts vs. PY) (Source: Nielsen GTC, Total GB, w/c 8th Oct 2022).

Other players within this market include soft drink giants such as Dr Pepper, Sprite, Tango and Irn-Bru. In recent years, many small brands have been introduced, often with specific target markets in mind. These range from the younger consumer to those wanting an organic product or a lifestyle choice such as veganism or individuals who are seeking an alternative to an alcoholic drink.

Product

Fanta’s success can be seen around the world with consumers fondly associating the brand with fun and uplifting times with friends and family. This positive imagery is driven by the brand’s optimistic, fun, playful and vibrant personality which goes hand in hand with Fanta’s bright colours, bold taste and tingly carbonation.

In addition to the much-loved original Orange Fanta, there are now more than 150 flavour variants around the world, which align with local tastes. This spans Shikuwasa Fruit Fanta in Okinawa, Japan to Tropical Banana flavour in Honduras and everything in between. However, in Great Britain the fruity flavours available encompass Orange, Fruit Twist, Lemon, Grape, Strawberry & Kiwi and Raspberry either with sugar or without under the Fanta Zero name. The range has recently been joined by limited edition mystery #WhatTheFanta flavours, sparking excitement amongst consumers.

Frozen drinks are one of the fastest-growing segments of the soft drink market and Fanta Frozen plays an important role within this. These slushies are available in three flavours across a range of outlets including cinemas,

convenience stores and fast food restaurants, adding a further dimension to the brand’s product range.

Fanta has also teamed up with the chewy sweet, Mentos to create a limited edition Fanta flavoured variant, again showcasing the brand’s ability to innovate.

Achievements

The brand not only continues to grow year-on-year but is also responsible for driving growth in the Flavoured Carbonated Sparkling Soft Drinks category. It now has a value share of 26.3%, growing +1.3pts in the past year (Source: Nielsen GTC, Total GB, w/c 8th Oct 2022) Furthermore, Fanta is now worth £289m in Retail Sales Value (+19.6% vs. PY) in Great Britain.

Fanta Zero, the zero sugar variant, is worth £86m RSV and is growing by a huge 15.6%. Indeed, in some cases, it is driving growth

of the Fanta masterbrand. In addition, Fanta’s Household Penetration is also very strong, at 26%. This equates to one in four shoppers buying Fanta in Great Britain.

Recent Developments

Alongside Fanta’s core range, a series of three mystery flavours were recently launched with the innovation platform, #WhatTheFanta. Young adults today are always looking for new experiences to share with their friends, especially through social media, so this was an ideal way to reignite curiosity in the soft drinks market as well as creating new news for Fanta and excitement amongst the consumers of Great Britain.

This mystery flavour guessing game invites consumers to guess the new flavour, a question mark replacing the Fanta brand name on the bottle. Formulated to fool the senses and challenge tastebuds with opposite flavour notes, these mystery drinks are vibrantly coloured, twisting any preconceptions of the possible flavour. It has been a huge success year-on-year for the brand, with a significant 61% of buyers being incremental to the Fanta brand in 2021.

Promotion

Fanta has always had an entertaining and light hearted approach in its advertising. In recent

uk.superbrands.com Superbrands UK Vol. 23
Fanta is now sold in over 200 countries
DID YOU KNOW?

communications, the brand’s colourful and fun-loving brand purpose has been brought to life. Celebrating its playful consumers, of all ages, making the most of life, the screen-led ‘Colourful People’ campaign flies the flag for the young at heart, making the most of spontaneous, unscripted moments of laughter and connecting with friends. The light-hearted TV work is on a mission to ‘fight back the grey’ of everyday life, and is supported by the addition of digital, social, and out-of-home executions.

Brand History

1955 Fanta is born in Naples, Italy becoming the second drink to be launched by The Coca-Cola Company after almost 70 years.

1960 Fanta is first introduced into Great Britain.

1969 Fanta becomes the biggest selling sparkling flavoured soft drink worldwide.

2001 Fanta Icy Lemon is launched in Great Britain with other flavour variants following on from this success.

2020 The first mystery #WhatTheFanta flavour is launched in Great Britain.

2022 Fanta is sold in more than 200 countries worldwide with more than 150 sub-flavours.

Brand Values

Fanta’s aim is to be ‘infusing the world with diverse playfulness’. It is a spirited and colourful brand which is all about having fun.

The core of the brand is to be young at heart and to emanate the feeling of not taking life too seriously.

coca-cola.co.uk/brands/fanta Fanta
A total of almost one third of British shoppers buy Fanta
DID YOU KNOW?

The Financial Times is one of the world’s leading news organisations, recognised internationally for its authority, integrity and accuracy. It serves as a trusted independent guide to a fragmented world; essential for the ambitious, the curious and the champions of better business

Market

The global pandemic resulted in major upheaval, the effects of which are still being felt today. But, as the world recovers from one major challenge, it is being thrust into another. Conflict between Russia and the West continues to exacerbate pressure on existing political, social and environmental challenges, while creating new ones which further disrupt people’s lives.

From the cost of living crisis to energy insecurity, the future looks more uncertain than ever.

Readers want help to make sense of it all.

The Financial Times’ authoritative, unbiased and accurate insight is best placed to show audiences the way forward.

Product

The Financial Times (FT) is one of the world’s leading business news organisations. It is part of Nikkei Inc. which provides a broad range of information, news and services for the global business community.

With 700 journalists in 40 countries, the FT provides high quality reporting and insight across a number of key themes including economy and governance, social and political change, climate, technology and investment.

Its products play an important role for its audiences who are seeking clear analysis, reliable news and insight to help them make the right decisions. However, the subject matter of the FT isn’t limited to business

news. Its supplements, FTWeekend and HTSI, comprehensively cover the arts, food and drink, fashion, travel and more.

Achievements

Since joining forces with Nikkei in 2015, the FT’s reach has never been stronger, with a record paying readership of more than one million, three-quarters of which are digital subscriptions.

Through the partnership, the FT and Nikkei have worked together to open a joint Houston bureau covering energy, the US economy, politics and culture. In 2019, the FT launched its most substantial brand platform since the 2008 crisis. ‘The New Agenda’ puts the FT firmly on the side of responsible business. The brand platform provokes global debate about the rights and wrongs of modern capitalism, suggesting that the pursuit of shareholder value above all else is detrimental to society and, ultimately, bad for business.

The FT is a multi-award-winning organisation. A recent notable achievement was being named Europe’s leading business publication for the sixth year running by the Global Business Influencers survey (GBI) from Ipsos in 2021.

The FT was awarded both International and National Newspaper of the Year at the News Awards 2021, which celebrates the best in news media print, technology and business innovation. The paper received two 2021 British Journalism Awards for outstanding investigative reporting into Greensill Capital. The judges said that the FT had conducted “an extraordinary team investigation exposing corruption at the highest levels of politics and business.”

2022 has delivered awards in areas such as Best News Podcast, Video Journalism of the Year, British Science Journalist of the Year and Excellence in Human Rights Reporting. All are testament to the breadth of in-depth reporting that goes into making the FT the leading news provider it is today.

DID YOU KNOW?

The film Wolf of Wall Street featured a character based on the editor of the FT, Roula Khalaf

Recent Developments

The FT continues to innovate through the expansion of its digital offering to establish a more accessible brand and reach new growth audiences.

One example is the launch of the FT Edit app in July 2022. FT Edit gives readers access to eight curated articles every weekday, at a lower price point of £0.99 per month, after a free onemonth trial period. FT Edit is designed to appeal to an adjacent audience – readers who appreciate the quality of FT journalism, but simply don’t need or want a full subscription.

Another example is the launch of ‘The Climate Game’, an interactive experience where players seek to save the world from the worst effects of climate change. The ambition of the news game is to bring to life the FT’s industry leading insight on this complex global challenge, while also helping readers to easily digest key information in an engaging and accessible way.

2023 marks 130 years of the FT being pink. The paper was first published in its iconic light-salmon colour in 1893 to stand apart from competitors and reduce costs by using unbleached recycled paper. Today, the globally recognised FT hue continues to represent the company’s heritage and innovation.

Promotion

In September 2022, the FT launched its latest global brand campaign, titled ‘Make sense of it all’. The campaign acknowledges an increasingly uncertain future, with rising inflation, energy insecurity, the climate emergency, a cost of living

uk.superbrands.com Superbrands UK Vol. 23

crisis and political change. In times of disruption, readers want help to make sense of the changes happening around them, so that they can understand what it means to them directly.

The FT’s brand campaign positions its authoritative, unbiased and accurate insight as best placed to show readers the way through the disruption, establishing the FT as the destination for high quality journalism that can be trusted.

The global campaign will run across TV, print, digital, audio advertising and partnership events,

reaching audiences in the UK, US, EMEA and APAC.

Brand Values

The FT’s brand values support its position as a trusted guide to a fragmented world by capturing the FT’s progressive spirit and the desire to continuously evolve to meet the needs and expectations of audiences.

Critically, the FT’s values are a thread of consistency, deeply embedded in everything it does – its products, its brands and its approach:

Brand History

1888 The Financial Times is founded, proclaiming itself to be a ‘friend of The Honest Financier and The Respectable Broker’.

1893 The paper is printed on pink stock for the first time to distinguish it from its rivals.

1945 The Financial Times merges with its longstanding rival, the Financial News

1979 FT starts to print in Frankfurt and grow internationally by expanding its global coverage.

1982 The iconic ‘No FT. NO Comment’ campaign is created by Ogilvy using black and white images, with just a spot of FT pink.

1987 The FT begins to publish the first daily world share index.

1994 ‘How To Spend It’ (HTSI) is launched.

1995 The FT website is first launched.

2015 Japanese media company, Nikkei, purchases the FT Group.

2020 FT moves the entire workforce to homeworking and produces its first paper remotely and FT Live grows its reach tenfold following its shift to digital during the pandemic.

2021 Elaph launches HTSI Arabic in association with the FT, the first Arabic-language edition of The Financial Times’ luxury magazine. In addition, the FT launches the FTWeekend podcast hosted by Lilah Raptopoulos, to popular acclaim.

2022 The FT is nominated for its first ever BAFTA with the short film ‘People You May Know’, a dramatisation of data privacy in the age of Covid lockdowns.

Furthermore, the FT News Briefing podcast celebrates its 1000th episode and passes 100 million downloads.

Integrity: to be truthful, accurate, ethical and decent. Ambition: to lead, strive to be the best and make a difference.

Subscriber focus: to fully understand subscribers and how to meet their needs.

Curiosity: to be open minded and always eager to learn.

Trust: to deliver on commitments.

Inclusion: to value different perspectives and have a truly global outlook.

ft.com Financial Times

Since inventing the hover mower more than 50 years ago, Flymo has become a market leader in effective and affordable garden care products. Its range now encompasses everything from grass trimmers to robotic lawnmowers. With constant design and technological innovations being at the heart of Flymo, the brand is continually revolutionising its range

Market

Flymo is part of the Husqvarna Group, a leading global producer of outdoor power products which encompasses lawnmowers, robotic mowers, garden tractors, chainsaws as well as trimmers. In the UK, Flymo is a leading lawnmower brand as well as being at the forefront of design and innovation across a wealth of other gardening equipment segments.

Over the years, Flymo has built a very close relationship with UK gardeners, learning about what they need and what problems they have in the garden, then using its ‘Easier by Design’ philosophy to create and develop new products to make gardening easier. Customer satisfaction and support is a key priority. Flymo research has found that more than 70% of people who have bought from the brand would purchase a Flymo lawnmower again. The company therefore works hard to retain these high levels of brand loyalty.

Product

Flymo’s consistent drive to make products ‘Easier by Design’ stems from its invention of the hover mower, back in 1963. The traditional heavy petrol lawnmower was transformed into a significantly lighter and easy to use product, literally floating on a cushion of air and simple to manoeuvre in any direction. Since then, Flymo has set the pace by producing high performance hover mowers alongside other gardening power tools.

Since launching the 1200R robotic lawnmower in 2013, when robotic lawnmowers were almost unknown in the UK, Flymo has helped grow the market segment by making robotic lawnmowers more available and affordable, with a majority share of the UK market. These lawnmowers leave no visible grass on the lawn because they cut such a small amount at a time. By cutting little and often, the lawn always looks healthy. The robotic lawnmower works within a set boundary in the garden, it will mow in the rain and will automatically return to its charging station.

In addition to its comprehensive lawnmower range, Flymo’s garden power tool range has seen the

83%

KNOW?

18V UltraCut 500 and 18V UltraCut Reach 420 hedge trimmers.

Meanwhile, the practical Easi range encompasses the 36V EasiStore 380R and 340R lawnmowers as well as the 18V EasiTrim 250 grass trimmer, 18V EasiCut 450 hedge trimmer and 18V EasiClean low pressure washer.

In the 1980s, Flymo gained the Queen’s Award for Technological Achievement as well as receiving royal recognition for its ability to export –taking its lawnmower to more than 60 countries worldwide. Heavy investment and research has seen Flymo introduce an automation programme, making it the first company in Britain to fully assemble and test its products using robots.

Recent Developments

launch of many battery power tools in recent years, including grass trimmers, hedge trimmers, blowers, vacs and pressure washers. All use a powerful Lithium-ion rechargeable battery, eliminating the need for a power cord.

Achievements

For more than 55 years, Flymo has been an established and iconic sight in UK gardens. It has consistently held high market shares in the UK, at its peak taking more than a 50% share of the UK lawnmower market.

Flymo still maintains its position as number one in robotic lawnmower sales in the UK and 2021 saw the launch of the EasiLife GO robotic lawnmower. This is Flymo’s smallest and simplest robotic lawnmower yet with an intuitive Push & Go interface and enhanced app control. Furthermore, in 2022 a total of 11 new products were launched across the Flymo Easi and Ultra product ranges.

The feature packed Ultra range encompasses the 36V UltraStore 380R and 340R lawnmowers as well as the 18V UltraTrim 260 grass trimmer,

In recent years, Flymo has been developing its range of battery-powered products. This technology can be used to solve some of the problems consumers face when using electric products that require power cables. Battery technology has rapidly advanced, becoming a more powerful and reliable power source.

In 2022, Flymo became a member of the Power For All Alliance, which is one of the largest cross brand 18V battery systems of leading manufacturers worldwide. The purpose of the Alliance is to provide the consumer with just one battery that can be used for all tools around the home and garden. The aim is to save space and money as well as protect the environment. The Flymo Power

For All Range is continually expanding and 2023 will see the launch of two new products, the 18V EasiClear 100 variable speed blower and a versatile 18V EasiTrim 250 Plus Grass Trimmer.

Additionally, to strengthen the Electric range, Flymo will also launch a new powerful chainsaw, EasiSaw 350E.

Promotion

Flymo supports its products and innovations with multi-channel promotions. Over the years it has

uk.superbrands.com Superbrands UK Vol. 23
of DIY consumers recognise that Flymo is the UK’s leading lawnmower brand *
(SSI)
DID YOU
*Source: Survey Sampling International

run many national TV advertising campaigns alongside national media press campaigns. Going forward, a leading focus for 2022 and beyond will be to strengthen its digital and online presence to support the consumer shift from in-store to online shopping behaviour.

Indeed, Flymo estimates that more than 40% of all its sales are now online via one form or another. Enhancing the customer experience online continues to be a major

Brand History

1963 The Air Cushion mower is invented by Karl Dahlman, taking inspiration from the newly launched Hovercraft.

1964 Flymo Ltd is formed and manufacturing begins at Aycliffe, in the north of England.

1970 Flymo’s first electric model launches.

1981 The first grass collecting air cushion mower is introduced. The following year, Flymo receives a Queen’s Award for export achievement.

1988 The launch of the Multi Trim electric trimmer is the most successful in Flymo’s history.

1993 Flymo GardenVac is successfully launched, going on to create a new market segment all over Europe.

1999 Flymo launches its first cordless, battery powered mower for small gardens.

2013 The 1200R Robotic Lawnmower is launched.

2017 The first Flymo Lithium-ion battery lawnmower, Mighti-Mo 300 Li, launches.

2019 Flymo celebrates its 55th birthday.

2020 Flymo extends its robotic lawnmower range with the launch of the EasiLife 200, 350 and 500 models.

2021 Flymo launches EasiLife GO 150, 250 and 500 models – a compact robotic lawnmower with a simple Push & Go interface and advanced smartphone control.

2022 Flymo becomes a member of the Power For All Alliance.

2023 Flymo expands its Power For All Range with an 18V EasiClear 100 variable speed blower and a versatile 18V EasiTrim 250 Plus Grass Trimmer.

priority for Flymo, encompassing every stage of the customer journey.

2019 saw the launch of the Flymo e-commerce website, allowing consumers to buy direct. In addition, all the latest information about the brand became available, also allowing consumers to register products as well as keep up to date with the Flymo newsletter and enter special competitions for members.

Brand Values

Flymo was founded on innovation and its thirst for design and technological development continues. Its aim is to create products that are ‘Easier by Design’, suited to today’s modern lifestyle in order to help consumers maintain impeccable gardens.

flymo.com/uk Flymo

Market

Go.Compare is one of the largest price comparison websites and offers easy comparisons on an extensive range of products. In the UK the brand enjoys incredibly strong brand recognition. This could be due to its flamboyant adverts, catchy jingle or brand mascot – the operatic tenor Gio Compario, who is so enthusiastic about the service that Go.Compare offers that he can’t stop singing about the brand.

Finance-savvy customers use Go.Compare in an effort to save money on insurance and more. This encompasses car, home, pet and travel cover as well as money products such as current accounts, credit cards and loans as well as utilities such as broadband and energy. The brand is always looking for more ways and products to help consumers in the complicated and often difficult to navigate insurance and financial services sector. Price comparison offers customers transparency, choice and a simple path to purchase. It’s an extremely competitive marketplace, active 365 days of the year. Top of mind awareness, faultless service, value for money and trust are key factors in the success of the business.

Product

Go.Compare is now in its 16th year of saving the Great British Public both time and money. The brand’s website allows consumers to find an extensive list of products including insurance, money products, utilities and more. It is free to use and fees aren’t added on to the prices that customers see. Being a regulated company, Go.Compare is unbiased and selective about who it works with, so customers know they can trust the brand to help them find the right product to suit their needs. Go.Compare’s talented authors, product experts and partners provide hundreds of guides, articles and information pages, to help customers make informed decisions before they buy.

Achievements

Go.Compare was the first comparison site to display product details as well as prices because the brand’s founders believed that customers had the right to make informed decisions –something which is still valued today.

Go.Compare is the only comparison website that has been invited to join the British Insurance Brokers’ Association (BIBA), and become a member of the Insurance Fraud Bureau (IFB) and Cifas. Go.Compare shares a purpose with both the IFB and Cifas – to protect customers against fraud – as it is integral to keeping its customers and the industry safe.

Recent Developments

Innovation is part of Go.Compare’s DNA and the brand is always looking for new ways to help its customers save money. Since the summer of 2019, Go.Compare has offered free £250 excess protection cover on every car insurance policy purchased through its site. In January 2022, this offer was extended to home insurance. In August 2022, the brand reached a milestone – Go.Compare has now

uk.superbrands.com Superbrands UK Vol. 23
Go.Compare is part of Future plc, the global company behind some of the world’s favourite content brands. Its website lets customers compare the prices and features of insurance, financial products and utilities
Go.Compare averaged 40 quotes per minute in September 2022
DID YOU KNOW?

refunded customers more than £4m through the scheme, putting money straight back into the pockets of its customers as well as offering extra peace of mind and protection.

Go.Compare is passionate about helping its customers successfully navigate towards the right cover. In February 2022, with growing fears of a cost of living crisis, the brand launched its Operation Saving the Nation campaign on national radio, sharing its invaluable expertise and helping people to better protect their families, homes, pets and finances.

In September 2022, the brand name was changed from GoCompare to Go.Compare. There has been much speculation as to why, but the answer is in fact simple. The aim of the change was to make it easier for the brand’s

customers to navigate to the website. It also aligns with what the brand does – continually connecting the dots between customers and good choices.

Promotion

Go.Compare is famous for its jingle and the moustachioed man who sings it, although it has taken a few ads to get customers to love Gio just as much as the brand does. Go.Compare has tried various ways of having this charismatic character communicate Go.Compare’s moneysaving mission over the years. From celebrities working to ‘silence’ Gio, retiring the character and introducing several non-singing ones, to Gio’s much anticipated comeback. However, it was concluded that the best way to communicate Go.Compare’s messaging was by introducing the man behind the moustache – Wynne Evans.

Brand History

2006 On 6th November, GoCompare.com launches its car insurance.

2007 The first TV ad is aired and bike, van and home insurance are launched.

2008 GoCompare.com becomes the first and only comparison site to join BIBA.

2009 Gio Compario’s TV ad debut takes place and pet insurance comparison is launched.

2010 The website goes live with a redesign.

2011 One million car insurance quotes per month are provided.

2012 The equivalent of one quote per second, across all products, is achieved and the brand earns the Investors in People, Gold Standard award.

2013 The website’s opt in is changed, so customers can choose what is best for them.

2015 Gio makes a comeback after a brief retirement.

2017 The brand name is changed from GoCompare.com to GoCompare.

2019 The GoCo Group is formed after GoCompare acquires brands including MyVoucherCodes and Energylinx.

2021 The brand is acquired by worldrenowned media platform, Future plc.

2022 On 1st September, a rebrand to Go.Compare is launched.

Since then, the brand’s dynamic duo of Gio and Wynne Evans have been the voices of choice.

Brand Values

Go.Compare aims to help people protect what’s important to them in the best possible way by always doing the right thing for its customers, standing for common decency and utilising the power of choice.

Go.Compare is spirited, selective and rewarding and has been championing value in insurance since 2006. It is independent and unbiased, allowing it to challenge the industry to be more transparent. Go.Compare also works with organisations to help combat fraud, so it can reduce the risk for insurers as well as its customers.

Go.Compare Go.Compare

Holland & Barrett is the UK’s leading wellness retailer * and one of the largest in Europe.

It makes health and wellness a way of life for everyone, with a leading range of own brand, innovative vitamins, supplements, specialist food, sports nutrition and ethical beauty brands.

Established in 1870, Holland & Barrett has been trusted for wellness for over 150 years

Market

Holland & Barrett, a UK leader in health and wellness, prides itself on being the go-to destination to help its customers on their wellness journeys. The brand competes very successfully against a range of specialists and established grocers, as well as online giants.

Having recently rebranded, Holland & Barrett is making significant investment to transform. Its goal is to be the leading player in global wellness, chosen by millions as their trusted partner for personalised wellness journeys. It aims to offer not just products, but services, content and advice that make the world of wellness truly accessible to all, helping consumers understand their wellness needs and feel in control of them.

Holland & Barrett is a household name in the UK and internationally with more than 1,600

locations across 18 countries worldwide, including more than 800 in the UK and Ireland, as well as a rapidly expanding ecommerce business. Holland & Barrett’s colleagues are ‘qualified to advise’ with in-depth training in nutrition and supplements to give accessible personalised advice to customers regarding their individual needs.

Product

Holland & Barrett’s goal is to support the health and wellness needs for all. With over 150 years of experience, Holland & Barrett has created a comprehensive range of product solutions to help customers on their individual wellness journeys.

With more than 10,000 products, and NPD launched every year, its commitment to bringing customers and partners new and exciting products isn’t slowing down.

With high quality, efficacious, natural products, Holland & Barrett strives to use naturally derived products and ingredients that are good for its customers and the planet.

With accessibility in mind, Holland & Barrett ensures that there is a price point to suit everyone, from entry level through to a premium proposition. Catering to the personal preferences and purchasing habits of customers, Holland & Barrett also offers these solutions in a variety of formats and pack sizes.

As a leader in health and wellness, it has the insight and connections that enables it to develop its proposition and be at the forefront of market trends and product development.

Achievements

Sustainability is at the core of Holland & Barrett’s ethos and runs through the DNA of the brand. As the UK’s first retailer to ban plastic bags in 2010, microplastics in 2012, wet wipes in 2019, and most recently single use beauty sheet masks, Holland & Barrett’s actions demonstrate its long-term commitment to helping the planet and the environment.

Further afield, Holland & Barrett is making waves in China, winning awards for the ‘Customers most favourite product’ in one of the calendar’s most highly anticipated shopping events, 6:18.

Furthermore, in the Netherlands, Holland & Barrett ranked No. 1 in the prestigious MT500

uk.superbrands.com Superbrands UK Vol. 23
Holland & Barrett’s Wellness Futures team has been created to invest in women’s health and fertility, diagnostics and nutrition
DID YOU KNOW? *Kantar Brand Tracking – health and wellness retailers March 2021

rankings in the daily shopping category for ‘the brand with the most sustainable image’.

Recent Developments

Holland & Barrett is in a period of growth, expanding internationally to reach more customers. With new stores recently opened in Singapore, Dubai, on Tmall in China and

across Europe, its mission to bring wellness to all is taking shape.

Holland & Barrett has been at the forefront of key sustainability initiatives which are not only good for its customers, but also the planet.

Most recently, Holland & Barrett has banned the sale of single use face masks within its stores.

The brand also has plans to save over 200 tonnes of plastic each year following the relaunch of its own brand vitamins range into packaging that contains 20% less plastic, with new, smaller pack sizes which are made from 80% recycled PET plastic.

Promotion

Holland & Barrett’s new brand positioning launched in 2020. Finding ways to stay well

Brand History

1870 Holland & Barrett is established by Alfred Slapps Barrett and Major William Holland, who sold groceries and clothing from a store in Bishop’s Stortford, and the business grows steadily.

2002 Holland & Barrett enters the Netherlands and quickly becomes the market leader.

2010 Holland & Barrett leads the ban on plastic bags in its stores, a whole five years before the UK Government introduces the 5p charge. In addition, Holland & Barrett launch franchises in Malta, Cyprus and Singapore.

2017 L1 Retail purchases Holland & Barrett, ushering in a new era of growth and development for the business.

2020 Holland & Barrett launches an own label beauty product range, VitaSkin. It also receives essential retailer status through the pandemic and achieves 44 quarters of growth.

2021 Holland & Barrett launches in China on Tmall Global. It also relaunches its vitamins range to align to its new BVI and sustainability stance and launches its first store with the new brand identity in The Dubai Mall.

2022 The Wellness Futures team is established to broaden the service proposition and transform the brand into a global digital wellness platform.

and helping customers live their fullest, most vital and healthy lives has never been more important. So Holland & Barrett’s ‘Wellness for all’ brand campaign brings to life all the ways it can help customers take positive control of their own wellness. The steps to wellness are different for everyone, but Holland & Barrett is on hand with credible, expert solutions and advice, however customers choose to shop with the brand.

Brand Values

Holland & Barrett is a brand with a strong heritage and is trusted by customers. Its 150 years of retailing, alongside its leading training programme, which has recently celebrated its 10th birthday, offers customers industry-leading support on whatever health and wellness journey they are presented with.

hollandandbarrett.com Holland & Barrett
Holland & Barrett is now present in more than 1,600 locations around the world
DID YOU KNOW?

Market

Hoover has been part of Haier, the number one worldwide group in Major Domestic Appliances (MDA), for the past 13 consecutive years (Source: Independent research agency Euromonitor 2021). Globally, Haier has achieved a year-on-year growth rate of 15.6%. Growth rate for 2021 in Europe was 22% and over the past five years growth has been over 20%.

Haier commands a double-digit share of the global market for household appliances. During the last five years, the group has been the biggest manufacturer of home appliances. One in every four washing machines worldwide is a Haier appliance. Furthermore, one in every four refrigerators worldwide is a Haier product. Globally, Haier’s market share is 22.3% for Washing, 23% for Refrigeration, 17.9% for Wine Coolers, and 22.6% for Freezers.

Product

Hoover UK offers a full range of small and major domestic appliances, from floorcare products to large multi-door fridge freezers, both built-in and freestanding. The product portfolio spans small domestic appliances including vacuum cleaners (cordless and corded), cleaning (steam cleaners), air purifiers, freestanding and built-in laundry (washing machines, tumble dryers and washer dryers), cooking (ovens, sous vide systems, microwaves, hobs and hoods), and cooling appliances (fridge freezers, fridges and freezers as well as wine coolers). A leader in smart technology, Hoover was the first domestic appliance manufacturer in the UK to launch a complete range of fully connected wifi appliances in 2015.

Achievements

With a commitment to energy efficiency, Hoover registered several noteworthy achievements in 2021. When the new energy labelling system launched, the brand demonstrated its energy efficiency credentials – with 93 washing machine models across all three brands achieving the highest possible ‘A’ rating. In 2022, Hoover will

launch the best-in-class A+++ rated heat pump tumble dryers. In just over 15 months, the brand has almost tripled its market share in the built-in appliance category.

Recent Developments

Hoover is proud to have extended its continuing partnership with British cook and restaurateur, Simon Rimmer, as Hoover brand ambassador. This relationship is ongoing and has seen Simon feature in advertising activity and digital marketing campaigns. Hoover has also maintained its position as principal club sponsor of Rugby League powerhouse, Warrington Wolves, for both the men’s and women’s teams. The sponsorship is still underway and includes branding rights throughout The Halliwell Jones Stadium, on kit and across the teams’ digital platforms. Earlier this year, Hoover revealed its major domestic appliance collection, curated specially for the contracts market, for housebuilders and commercial developers. Comprising built-in and freestanding appliances, the collection includes more than 131 models across cooking, cooling, dishwashing as well as laundry categories.

Hoover’s most recent success is the HF9, Hoover’s Cordless Stick vacuum cleaner which offers the most powerful suction and advanced anti-twist technology. This technology was introduced by the brand after extensive UK user research and solves the common problem of hair becoming wrapped around a vacuum cleaner’s roller.

Promotion

In April 2022, Hoover ran a Spring multi-channel marketing campaign to launch the award-winning Hoover Upright 300 vacuum cleaner. This included a DRTV advertising campaign which was broadcast across Sky, ITV and Channel 4’s portfolio of programmes.

Autumn 2022 sees Hoover back on air with two separate TV advertising campaigns. The commercials will feature the brand’s latest innovative vacuum cleaners, the HF9 Cordless

uk.superbrands.com Superbrands UK Vol. 23
A market leader in future-thinking smart connected technology, Hoover is a trusted brand with consumer wellbeing at its core. It continues to integrate the latest practical advancements and style into an expansive portfolio of freestanding, built-in and floorcare appliances
The term ‘hoover’ is a verb in the Oxford English Dictionary
DID YOU KNOW?

Stick and the HL5 Push and Lift corded product, both with Anti-Twist technology.

Hoover is also sponsoring the 2022 National Television Awards, the UK’s biggest awards show night.

In 2021, Hoover saw impressive gains in Ireland, tripling its sales volume. For 2022 the brand is looking to build further on this strong performance. Over the past two years, Hoover has invested heavily in localised marketing activity as well as hosting an annual in-country trade show. For 2022, Hoover will be the lead sponsor of Virgin Media TV’s Family Fortunes, for a second consecutive year.

In addition to the TV sponsorship package, the brand is also set to launch a radio broadcast campaign on popular radio station RTE 2. Furthermore, it will also be launching a brand new Hoover.ie website. Hoover has also partnered with well-known chef, Edward Hayden, to promote

Brand History

1908 Hoover is established in the US, with the invention of the first portable vacuum cleaner.

1926 Hoover becomes the first company to produce an electric upright vacuum.

1946 Hoover begins production of cylinder vacuum cleaners.

1948 The brand begins its expansion into other sectors, starting with the production of washing machines and then other large home appliances, for cleaning, cooking and refrigeration.

2008 The brand celebrates 100 years of manufacturing.

2015 Hoover becomes the first manufacturer in the UK to launch a range of fully connected wifienabled kitchen appliances.

2018 The brand launches its most innovative range of products to date; the AXI collection.

2019 Hoover announces a world-first with the H-KEEPHEAT, a domestic oven that can both cook and preserve food.

2020 Hoover celebrates the major milestone of selling more than one million freestanding appliances within a 12-month period for the first time ever.

2021 Hoover’s built-in division almost triples its market share in just 15 months.

2022 Hoover sponsors the 2022 National Television Awards.

its range of cooling and cooking products in the Irish market.

Brand Values

Hoover strives to meet the needs of all customers, both retail and consumer, with core values built on performance, wellbeing and trust.

Offering the latest connected technology through the innovative smart hOn app, Hoover believes in a healthy lifestyle and a better environment for all, building on a century of continuous research and development, while offering reliability and build quality that can be trusted.

hoover.co.uk Hoover
Hoover is the proud sponsor of the 2022 National Television Awards
DID YOU KNOW?

Market

Howden is a market-leading brand with over 165 years of heritage in world class engineering and manufacturing with a presence in 35 countries. The brand has grown significantly in the last few years through its exposure to the key global trends of energy transition, decarbonisation and sustainability, urbanisation and electrification.

Howden’s air and gas handling solutions play a critical role in a diverse range of industries from energy and renewables like hydrogen, carbon capture, and energy recovery to infrastructure markets like wastewater and tunnels and industrial markets like cement, chemical and steel and mining safety.

Product

Howden designs, builds, installs and services highly engineered fans, compressors, rotary heat exchangers and steam turbines. Howden offers the industry’s most comprehensive portfolio of air and gas handling products, which are known globally for their efficiency, quality, longevity and reliability. Howden’s products and solutions, combined with its

Achievements

Over the last year, Howden has won national and international awards, including Service and Solutions award – Energy Industries Council awards, United Kingdom; Individual Achievement of the Year – Hydrogen Impact Investment award, Singapore; and Hydrogen Rising Star Company of the Year and Hydrogen Transport of the Year – Hydrogen Future Awards, Dubai.

Recent Developments

Howden has connected 300 assets to the Howden Uptime platform, a unique digital solution for equipment performance optimisation. Howden Uptime seamlessly distils operational data into actionable insights, to reduce unplanned downtime, improve overall plant performance and reduce energy usage.

In April 2022, Howden marked a significant milestone in its Environmental, Social and Governance (ESG) journey with the launch of its first ESG report outlining its strategy and commitments to contribute to a low-carbon, sustainable future. The report details Howden’s commitments to reducing its carbon footprint, including being carbon net zero by 2035.

Howden is focusing on not only its own environmental goals, but also how it can support its customers to decarbonise, convert to greener energy sources and improve their environmental compliance.

uk.superbrands.com Superbrands UK Vol. 23
Howden is a leading global provider of mission critical air and gas handling solutions that its customers’ vital processes depend on. Howden helps its customers to increase their environmental and operational efficiencies and to decarbonise their operations and is advancing a more sustainable future for everyone
Globally, Howden’s installed base of products enables CO 2 (eq) avoidance of 245 million tonnes a year, equivalent to removing 52 million fossil-fuelled cars from the road each year
DID YOU KNOW?

Promotion

As a global brand with operations in 35 countries, it is important to bring the brand to life consistently whilst embracing the needs of local markets.

Howden’s promotional activity focuses on helping people to understand its solutions and how it can support their sustainability objectives wherever they are in the world.

Brand Values

Howden’s purpose is to enable its customers’ vital processes which advance a more sustainable world. Sustainability is deeply rooted in Howden’s business and is core to the brand. James Howden founded Howden in 1854 as a marine engineering business, and it was his early inventions that

Brand History

1854 A marine engineering firm is founded by James Howden in Glasgow Scotland.

1882 Howden develops a Forced Draft system which increases a ship’s engine power by 3% and reduces coal consumption by almost 50%. By the end of the decade, over 1,000 boilers had been built or adapted to the Howden Forced Draught system.

1904 Howden begins manufacturing steam turbines for use in power generation.

1934 Howden is the first company to commercialise screw compressor technology.

2006 Howden develops a submerged gas circulator for handling helium as a nuclear reactor core coolant.

2018 Howden Uptime platform, a unique digital platform for performance optimisation, is launched.

2021 Howden supports the global energy transition, enabling one of the largest biofuels plants in Europe.

enabled the steam ships of his era to reduce their energy consumption by nearly 50%.

Howden believes in making a difference by building a positive and enduring legacy in the communities in which its colleagues live and work. In 2021, Howden introduced its Bright Futures programme which helps disadvantaged and under-represented people in local communities realise their full potential and help build a more sustainable future for all. Since the programme launched, 80% of Howden’s major sites around the world have actively developed programmes and 11% of Howden colleagues are already involved in volunteering in these local community activities.

howden.com Howden
Howden’s products are in operation in some very interesting and unexpected places, including cruise ships, formula one wind tunnels and sky diving simulators
DID YOU KNOW?

Investors in People’s purpose is simple. Make work better. Three words. Easy to understand, but not always easy to get right. Since 1991, it has been a force for making work better for more than 11 million people, with ambitions for further growth

Market

For three decades, Investors in People has strengthened positive bonds between businesses and their people, to enhance recruitment and retention, and increase value and output. Its purpose is ‘Make Work Better’, which it does for millions of people.

As consumers attune to worker / workplace relationships, the demand for Investors in People’s help is growing with hundreds of organisations, all over the world, joining the community every year.

With ethical consumption soaring, consumers increasingly demand more of organisations, just as they expect workplaces where societal, individual and business objectives align. Investors in People helps to make that achievable.

Investors in People knows that it is people that create better outcomes and is unique in focusing on the entire organisation – not just leadership –because better organisations make better outcomes. Over the last 31 years, it has helped 11 million people at more than 50,000 organisations worldwide achieve better outcomes.

Product

In an age of uncertainty, growing competition and rising workplace stress and anxiety, people expect more from their employers, not just a job and a workplace. Investors in People has been working hard on expanding and diversifying its product offering by developing new solutions to further support and equip organisations of all shapes and sizes.

When giving companies the tools to improve, it builds a picture and pathway based on meetings, comprehensive surveys, interviews and sharing of knowledge.

To help customers drive change programmes, Investors in People has invested heavily in a strong digital product portfolio to better deliver data, analysis, documentation creation as well as progress tracking.

uk.superbrands.com Superbrands UK Vol. 23

DID YOU KNOW?

Investors in People believe a healthy workforce is an organisation’s most valuable commodity

This is an area that the organisation continues to invest in, to further enhance the customer experience.

As the UK enters yet another difficult and uncertain period, this time around the cost of living and economic crisis, Investors in People is working harder than ever to support organisations to achieve their goals, however big or small, by focusing on improving employee engagement levels, their approach to wellbeing and creating the right culture to allow people to thrive. It is these key factors that will guide organisations through the choppiest of waters.

Achievements

Today, more than 1.5 million people work for an organisation accredited by Investors in People in 66 countries across the world. That is why its work to improve both people and the planet

DID YOU KNOW?

Since 1991, more than 11 million people have worked in an Investors in People accredited organisation

received the coveted Social Enterprise Mark for organisations.

The social benefits that Investors in People helps to provide are threefold: happy people and competent leadership, alongside more productive businesses.

To further highlight the success of organisations and individuals from around the world, Investors in People hosts an annual awards ceremony, The Investors in People Awards. As a Gold Trusted Awards Programme, they demonstrate a fair, transparent, competent and comprehensive process for any individual or organisation that wishes to enter.

Recent Developments

Investors in People’s new ‘We invest in wellbeing’ accreditation uses the latest learnings in datagathering and insight to springboard organisational efforts towards physical, psychological and social wellbeing.

Furthermore, Investors in People is helping new generations of workers as well as those that choose alternative routes to upskill, not just through conventional conferences or courses. Investors in People’s ‘We invest in apprentices’ accreditation supports organisations with their approach to apprenticeship programmes, ensuring that they tick all the right boxes to create and develop strong, sustainable programmes that bring the best out of those that undertake them.

These complement other initiatives including targeted newsletters, an extensive events schedule, knowledge sharing, advice, and the long-standing ‘We invest in people’ programmes and accreditation, which continue for customers.

Brand History

1990 The UK Department of Employment embarks on creating a national standard of best practice for employee training and development.

1991 The first 28 Investors in People organisations are celebrated.

2008 An extended framework recognises different levels of success and progress, encouraging more routes for continuous improvement.

2015 The new Standard, a highperformance model exploring the full capability of an organisation and its people, is launched.

2017 Investors in People becomes a Community Interest Company, mandated to improve the working lives of people in all organisations and communities.

2019 Investors in People unveils ‘We invest in wellbeing’, helping organisations to manage and improve the social, physical and psychological wellbeing of their people.

2020 The pilot of ‘We invest in apprentices’, a product supporting organisations to better manage their support and investment in apprentices and skills programmes, is launched

2021 Investors in People celebrates its 30th anniversary of making work better.

2023 Investors in People will celebrate the 10th anniversary of The Investors in People Awards.

Promotion

In 2022, Investors in People has been partnering with even more like-minded organisations, influencers, ambassadors and communities.

It has a shared goal with partners throughout the UK, and worldwide, to change work for the better, which it believes is at the root of a more efficient, effective and prosperous society.

Brand Values

Investors in People’s brand values underpin the success of the organisation’s purpose: those values are to be ambitious, driven, collaborative, empowered and always improving.

As a Community Interest Company, Investors in People’s vision is to ensure every organisation prospers through investing in people. It helps companies put people first by turning organisations into communities, so individuals can fulfil their potential. In turn, companies maximise their collective potential to make positive societal change.

investorsinpeople.com Investors in People

Market

Irwin Mitchell’s reputation for providing expert legal advice and support with financial planning is reinforced by its commitment to being a leading responsible business.

New offices in Liverpool and Cardiff mean that it now operates out of 17 locations across the UK.

The number of services offered demonstrates the scope of its operation, and each is dedicated to making every client’s experience unique. Whether that means settling a case before trial, or succeeding at the Supreme Court, it’s about delivering results that make so many clients return to, and recommend, Irwin Mitchell.

As one of the UK’s largest law firms, it continues to push its boundaries even further. Never one to stand still, the company has ambitious growth plans centred around attracting new clients, adding value to existing ones, and offering an exceptional service.

Product

As the leading personal injury and medical negligence practice in the UK, Irwin Mitchell helps thousands of families whose lives have been

turned upside down. Supported by a national public law team and the UK’s leading Court of Protection practice, it is able to offer help and reassurance during the hardest times.

Irwin Mitchell’s private client offering specialises in residential property, family, wills, tax as well as trusts and estate disputes. It protects high and ultra-high net worth individuals, including business owners and entrepreneurs, corporate executives, investors, and multi-generational families.

The firm’s corporate lawyers and advisors work with senior executives, growing businesses, general counsels, sector leaders, and international companies to overcome challenges and achieve strategic goals. Irwin Mitchell is part of First Law International, a global network of more than 80 law

firms. It was proud to host its most recent conference in Manchester, where it welcomed delegates from over 60 countries.

This expertise is bolstered by IM Asset Management, a fast-growing financial planning and wealth management service with more than £1bn assets under management, and Ascent, a debt recovery company which works with major financial institutions and organisations.

Achievements

Irwin Mitchell is ranked number one for overall client service by the independent Legal 500 guide and is also in The Times’ list of the best 200 law firms in England and Wales. It is in the top 15 Great Places to Work in the UK and ninth in the UK’s Best Workplaces for Women.

Irwin Mitchell has the largest online market share for personal injury and medical negligence, and the greatest share of voice in legal editorial coverage in UK media. The Lawyer magazine named Irwin Mitchell as ‘a litigation powerhouse’.

Irwin Mitchell was named as a Stonewall Diversity Champion Top 100 Employer in 2022 and has also achieved level two of Disability Confident. Furthermore, its charity foundation has raised more than £2.8m since 1997.

Recent Developments

The firm recently launched its ‘Life at Irwin Mitchell’ campaign, with the hashtag #LifeAtIM, to showcase what it is really like to be one of its 3000+ colleagues. People from different backgrounds, with different experiences were asked to share their stories. The aim of this campaign is to attract and retain the best possible talent so Irwin Mitchell can achieve even more for its clients. The conversations cover everything from career progression to personal challenges, wellbeing to working from home, and being rewarded to feeling responsible.

Irwin Mitchell’s partnership finance manager, Janine, who is blind, spoke about the support

uk.superbrands.com Superbrands UK Vol. 23
Over one million people have trusted Irwin Mitchell to make a positive difference to their life, their family and their business through expert legal advice and financial planning, delivered with care
Irwin Mitchell is rated as excellent on Trustpilot with 4.7 out of five stars
DID YOU KNOW?

she receives so she can focus on her ability, not her disability. Its medical negligence solicitor, Chloe, talked about being able to combine her role as a lawyer with that of a professional footballer due to Irwin Mitchell’s flexible approach to work. The head of residential property, Jeremy, spoke about the importance of having a diverse workforce and a supportive, ambitious culture.

One of the other subjects discussed was the menopause, which is a workplace issue, but one that most businesses aren’t prepared for. Irwin Mitchell has attempted to tackle the taboo through a commitment to supporting women going through the menopause with guidance for both employers and employees.

As the Official Legal Partner of England Rugby, Irwin Mitchell continues to support the men’s team and champions the continued growth of the women’s game. It recently introduced the ‘expert hand challenge’ to test the elite stars and raise money for the RFU Injured Players Foundation.

Irwin Mitchell is proud of its work at grassroots level, and the Irwin Mitchell Mentoring Club which aims to support more than 35,000 players, aged 14-18, on and off the pitch.

Promotion

Irwin Mitchell’s current campaign, ‘The Human Touch’, continues to be shown on broadcast media and across a wide range of digital channels.

Using real clients, it explores the emotional transitions people go through during their journey with Irwin Mitchell. From their struggles to their successes, it focuses on ‘the human touch that mattered’. However, it is what happened behind

Brand History

1912 The company is founded in Sheffield.

1997 The Irwin Mitchell Charities Foundation is founded.

2005 Irwin Mitchell’s asset management division is launched.

2012 Irwin Mitchell becomes the first multiple-licenced Alternative Business Structure.

2014 Irwin Mitchell merges with Berkeley Law, specialists in wealth advice for high net worth individuals in the UK and overseas.

2015 Irwin Mitchell merges with Thomas Eggar, significantly increasing its UK geographic coverage.

2019 It is named as the Official Legal Partner of England Rugby.

2021 Irwin Mitchell’s ‘flexible by choice’ policy is introduced, allowing colleagues to choose when, where and how they work.

2022 New offices open in Liverpool and Cardiff.

the camera that has to be seen to be believed. Irwin Mitchell, working with its agency Merkle B2B, assembled what it considers to be the most inclusive production team ever, by focusing on accessibility during recruitment. A total of 60% of the crew, in senior roles, had hidden and visible disabilities.

The talented team included blind photographer, Ian Treherne, who was mentored by Rankin, a partial hearing make-up artist with lupus and an editor with PTSD as well as an amputee voiceover artist.

This was captured by wheelchair user director, Owen Tooth. His behind-the-scenes film, which can be found on YouTube, recently won a brand film award.

Brand Values

Irwin Mitchell offers ‘the expert hand, with the human touch’. It understands that expertise and experience is expected in its industry but it is the approachable and caring way that Irwin Mitchell delivers for its clients that truly sets it apart.

irwinmitchell.co.uk
Irwin Mitchell
The soundtrack to The Human Touch advert was performed by an autistic blind pianist
DID YOU KNOW?
Irwin Mitchell’s client Bob and his solicitor Nicola

Marshalls is the UK’s leading hard landscaping, building and roofing products supplier and has been supplying innovative products to the construction, home improvement and landscaping markets since the 1890s. Marshalls creates products that improve landscapes and create better environments to develop happier and healthier communities

Market

A global leader in creating better spaces, Marshalls strives to improve environments for everyone, from integrated landscapes – promoting wellbeing – to spaces that are created using fairly traded stone. It also innovates with products that alleviate flood risks as well as protective landscape furniture. Working in the public sector

Marshalls’ customers benefit from unrivalled technical expertise, manufacturing capability and an enviable product range. This includes superior natural stone, innovative concrete hard landscaping products, water management solutions, rail products, landscape furniture and protection products as well as natural stone cladding and facades.

environment, where it continues to lead the sector. Striving to be innovative, Marshalls responds to market challenges and opportunities and is at the forefront of development.

Marshalls has remained a signatory of the United Nations Global Compact since its acceptance in 2009 and in 2022, it was recognised as a European Climate Leader by the Financial Times for the second consecutive year. It is committed to aligning operations and strategies with the 10 universally accepted principles in the areas of human rights, labour, the environment and anti-corruption. Marshalls has also retained the Fair Tax Mark for more than eight years in recognition of the business’s commitment to transparent tax processes and it is also recognised as a Living Wage Employer. Since 2008, it has reduced its carbon footprint by 50%.

Recent Developments

in addition to domestic and commercial markets, Marshalls provides a 360-degree service –from planning and engineering, to guidance and delivery. Marshalls is committed to producing new products that better existing market offerings, and to make them from the best materials it can source.

Product

Marshalls domestic customers range from garden designers and professional landscapers to DIY enthusiasts and general builders. Designed to inspire, Marshalls’ extensive product ranges combine quality, elegance and durability featuring both traditional and cutting-edge designs, with products to suit every taste and style. In the public sector and commercial market, Marshalls works with a diverse commercial customer base, including local authorities, architects, specifiers, contractors and house builders. Over the years, Marshalls has paved every location on the London Monopoly board, including Trafalgar Square twice.

Achievements

Marshalls was the first organisation globally to achieve BRE Ethical Labour Sourcing Standard 6002 in 2017 and has maintained verification each year. It continues to focus upon being a sustainable, successful, profitable business whilst fully engaging in challenging issues, particularly regarding human rights and the

In spring 2022, Marshalls added to its portfolio and acquired leading pitched roof systems manufacturer, Marley. It also continued apace with a major investment in cutting-edge technology at its manufacturing site in Cambridgeshire and accelerated its digital and sustainability initiatives.

Marshalls’ approach to addressing issues of modern slavery both in the UK and overseas is industry leading. Going way beyond the statutory

uk.superbrands.com Superbrands UK Vol. 23

requirements, the organisation is proactive in freely sharing its resources with other businesses in the UK. It engages with the UK Government to enhance the delivery and reach of modern slavery training, working with UN agencies to develop and implement new approaches to addressing slavery in fragile contexts. It continues to be an active member the ILO Child Labour Platform, opening up new and powerful dialogues between CEOs and survivors of child labour. Marshalls also continues to work globally with the Social Responsibility Alliance, providing free open-source risk assessments which remove any financial barriers preventing businesses of all sizes undertaking human rights due diligence. Marshalls remains a Bright Future partner and offers work placements and jobs to victims of modern slavery in the UK.

Promotion

Marshalls is in the midst of a digital transformation, combining digital trading, digital marketing and digital business, all of which is focused on the customer experience.

Building on the successful 2021 launch of its virtual samples service using augmented reality, Marshalls continues to focus on developing digital tools that make customer’s lives easier and give a great experience.

Marshalls continues to use its voice for good, creating thought-provoking campaigns that seek to inspire change and help people to create better spaces. The Creating Safer Spaces campaign used public opinion to highlight the need for better designed public spaces to make people

Brand History

1890 Solomon Marshall begins quarrying in Halifax, and in 1904 establishes Marshall and Sons Ltd.

1947 A second production site opens manufacturing lintels, steps and fence posts.

1964 Marshalls becomes a plc, with shares quoted on the London Stock Exchange.

1972 New product development sees the introduction of block paving and ‘Beany Block’.

2011 A European venture is announced, Marshalls NV.

2012 Marshalls becomes an official supplier to the London 2012 Olympic Park.

2014 Accreditation by the Living Wage Foundation is achieved.

2017 Marshalls acquires precast concrete manufacturer, CPM.

2019 The Fair Tax Mark is awarded to Marshalls for a fifth year.

2020 The ‘digital by default’ strategy is put in place.

2021 Marshalls invests more than £30m in British manufacturing and digital transformation.

2022 Marshalls acquires Marley, a leading pitched roof specialist.

feel safer, particularly after dark. A white paper was created for architects, landscape designers and local authorities, featuring seven design pillars to inspire fresh thinking when it comes to public safety.

Brand Values

Marshalls’ people understand and operate in The Marshalls Way; doing the right things, for the right reasons, in the right way. This is echoed across all corners of the business and through thought leadership, promotion and relationships. The business also seeks to encourage others to operate in the same way.

Marshalls’ aim is to be the supplier of choice for every landscape architect, contractor, installer and consumer. The brand also strives to remain synonymous with quality, innovation and superior customer service.

marshalls.co.uk Marshalls
Over the years, Marshalls has paved every location on the London Monopoly board
DID YOU KNOW?

What started out as a betting firm has grown into one of the biggest and best-known football and entertainment brands in the world, serving up mischief since the very beginning – whether it’s taking bets on the next pope or prime minister to releasing a chart topping album of terrace chants for the World Cup

Market

Paddy Power is part of the UK & Ireland division of Flutter Entertainment plc, the world’s leading online sports betting and gaming company, which operates some of the most innovative, diverse and distinctive brands for more than 18 million customers worldwide.

Product

Paddy Power’s popularity is underpinned by an easy-to-use betting app, one of the most vibrant retail estates in the sector and a marketing operation that has been recognised

as one of the best in the business. Whether it’s sport, politics or popular culture, Paddy Power has a market for it and its App is integrated with features that enable customers to engage in safe and sustainable play. Paddy Power’s oddball approach has seen the company grow exponentially from 30 shops to 500 in the UK and Ireland today. However, it’s not just the retail estate that’s grown. Alongside the startling growth of www.paddypower.com, poker, casino, live casino, bingo and games channels have also been launched.

Achievements

Paddy Power’s Social Media and Content team could be one of the most famous teams on the internet. From humble beginnings, they are now deemed by the industry to be a media house in their own right. Paddy Power has been the most talked about brand on social media in Ireland for the last six years in a row (Source: Sprout Social) as well as the most talked about brand on social media in the UK and Ireland during Euro 2021 (Source: Brandwatch). Furthermore, the brand now has a 72% share of all social engagement in its category (Source: Sprout Social).

Android phones, mobile betting has become the biggest growth area for the company and a substantial contributor to overall stakes.

Paddy Power’s parent company, Flutter, has a strong track record of developing industry leading safer gambling initiatives across its key markets. It has also extended this leadership through the recent launch of its Play Well strategy, a core pillar of its global sustainability programme, the Positive Impact Plan. Paddy Power has been showcasing its commitment to safer gambling by spreading the word and devoting time and

Recent Developments

At the turn of the millennium, Paddy Power launched a new website which revitalised the brand, putting it in a strong position when smart phone usage increased exponentially. In May 2010, Paddy Power launched its iPhone App and for some time was the only bookmaker in the world in the Apple App Store. With the introduction of further apps for the iPad and

uk.superbrands.com Superbrands UK Vol. 23
Paddy Power was the pioneer of novelty markets, early payouts, and justice refunds
DID YOU KNOW?

effort into new technology to make safe play. Easy-to-use tools, from deposit limits to full self-exclusion, have been put in place to put customers in control. The business is built on having fun, so ensuring that gambling never has a damaging effect, has seen the introduction of features ahead of regulation and the competition.

Paddy Power has been awarded the Advanced Safer Gambling Standard by GamCare for its progressive approach and continuous focus toward safer gambling.

Promotion

It is Paddy Power’s mischievous brand personality that makes it one of the most effective and recalled brands in its category. From mobile product design and retail experiences to awardwinning advertising, the brand is integrated into each step of the customer journey. Being the ‘voice of the punter’ and unafraid to say the things that everyone else is thinking, is at the heart of the brand. This is reflected in its communications.

Back in 2012, the former Arsenal striker Nicklas Bendtner put Paddy Power on the map at the European Championships. A brace of attention grabbing headers enhanced his reputation and, thanks to the Paddy Power lucky pants he happened to be wearing, the brand was there with him. The plan for him to flash his pants after every goal got off to a rocky start with Bendtner forgetting this after his first goal,

much to the disappointment of the mischief planners at Paddy Power. However, not only did he manage to score again, he remembered to reveal his resplendent undergarments to the world. FIFA, however, fined Paddy Power for this light-hearted stunt, while Serbia were fined less for their racist fans. Bendtner’s place in the brand’s history was however firmly cemented, making Paddy Power Lucky Pants world famous that day. They have gone on to become a symbol of the cheekiness and irreverence inherent in the brand’s DNA ever since.

Paddy Power’s #ShaveTheRainforest stunt is the jewel in the crown of the Paddy Power mischief department. Before the 2014 World Cup in Brazil, the stunt helped to highlight the issue of deforestation in the Amazon with a mischievous twist. A multitude of very angry people thought Paddy had chopped down many trees. However, this was an attention grabbing joke and no trees were harmed in the making of the campaign.

Brand History

1988 The merger of three Irish bookmakers takes place and Paddy Power is born.

2000 Paddy Power launches its first website.

2003 Paddy Power Games & Casino is launched.

2009 Betfair purchases TVG network.

2010 Paddy Power lists on the London Stock Exchange and acquires Sportsbet. It also becomes the first bookmaker to launch an iPhone App.

2016 Paddy Power and Betfair merge to become Paddy Power Betfair.

2018 Paddy Power Betfair acquires FanDuel.

2019 Paddy Power Betfair purchases Adjarabet and rebrands as Flutter Entertainment.

2020 Flutter and The Stars Group combination completes, bringing Sky Betting & Gaming, Pokerstars and Fox Bet brands to the Group.

2022 Paddy Power – alongside Flutter’s UK & Ireland brands, Sky Betting & Gaming and Betfair – is awarded the Advanced Safer Gambling Standard by GamCare for its progressive approach and continuous focus toward safer gambling.

2019 saw Rhodri Giggs unveiled as the face of Paddy Power’s ‘loyalty’ campaign. In the tongue-in-cheek advert, Rhodri poked fun at himself, his brother Ryan, and their now infamous fall-out. With over two million views in an hour, it became one of the most famous campaigns that Paddy Power had ever launched, before it eventually got banned.

In 2022, in the most divisive and controversial World Cup in history, Paddy Power paired Peter Crouch with Britain’s Got Talent icon Paul Potts to form an unlikely duet for a World Cup Christmas Album and launched it on Spotify. Paddy Power committed that 100% of the profits from the charity album would be donated to Stonewall in support of their campaign to tackle LGBTQ+ oppression in Qatar.

Brand Values

Although Paddy Power has grown to become a betting giant, it has not forgotten its roots –offering value for its customers while maintaining a mischievous personality. The brand wants customers to have fun, whilst being kept safe.

paddypower.com Paddy Power
Paddy Power produces more minutes of content a week than Emmerdale and Coronation Street put together
DID YOU KNOW?

Photo-Me, the market leader in photographic ID for over half a century, is an iconic brand known to the British public for its unique visual identity that has become synonymous with the self-service photo booth. In line with its origins as an innovator, 2022 saw the business embark on an ambitious rebranding to reflect its growing array of self-service innovations

Market

The first modern coin-operated vending machines were postcard dispensers, found exclusively in London during the 1880s. Innovations from thereon focused mostly on dispensing various pre-made goods until the first Photo-Me customer, in 1954, experienced the self-service photo booth. For the decades since, Photo-Me’s self-service vending has provided affordable and convenient solutions for millions of customers each year. Drawing on this success, the offering has expanded into printing kiosks, children’s rides, and self-service launderettes. Its rebrand from Photo-Me to ME Group International in 2022 further solidified its place as a global player in automated vending solutions as well as a market leader in photographic and biometric identification.

Product

With more than 43,800 unattended vending units across 20 countries, ME Group’s mission, since its inception, has been to make life easier for its customers. Through decades of research and development, ME Group has empowered customers with self-sufficiency through timesaving and cost-efficient vending units. In the UK, these innovations are offered by way of three key brands. Photo-Me booths which provide HMPO-verified photographic ID and seasonal fun photos to more than eight million customers a year. The Revolution Laundry product sees to the everyday laundry needs of Britons in more than 650 convenient locations, such as supermarket car parks, petrol stations and shopping centres.

Amuse.Me, the UK’s leading children’s ride manufacturer, populates the British retail landscape with character rides from IP giants; such as its distinctive Minions™ ride from Illumination Animation.

Achievements

ME Group, via its Photo-Me consumer brand, is a prominent international figure in the photo booth and integrated biometric identification solutions market, benefiting from an established network of more than 27,800 photobooths across all operating regions. Known as Photomaton in France and Spain, Prontophot in Switzerland, Fotofix in Germany and Photo-Me in the UK, Ireland, Italy, Finland and more, the Photo-Me brand remains one of the most recognisable across Europe.

Recent Developments

With invention at its core, ME Group continues to innovate its self-service vending solutions.

uk.superbrands.com Superbrands UK Vol. 23
Two-thirds of all coin-based children’s rides in the UK are owned and operated by ME Group UK
DID YOU KNOW?

Great focus is placed on customer satisfaction, hardware modernisation, improvements on visual presentation and branding as well as new areas of automation. Its global rebrand is the first step towards consolidating various localised corporate identities. Future plans include increased promotion of its consumer brands in the UK, namely Photo-Me, Revolution Laundry and Amuse.Me.

Promotion

Having benefited from the ubiquity of its 3,700 photo booth locations in the UK, the iconic illuminated top-sign of the Phillipe Starck designed Starbooths had long promoted themselves. However, for the first time in nearly a decade, Photo-Me, through its refreshed corporate brand ME Group, embarked on active campaigns for this, its most popular consumer brand.

2022 saw a surge in promotional activity for the iconic British retail-space staple, bringing its innovative proposition to light in the modern era. Responding to the post-covid holiday rush, the campaign proved successful in giving clarity on the Photo-Me booth’s capabilities. Namely, its Digital Passport ID service which allows users to have their passport photo taken, then digitally

Brand History

1954 The first Photo-Me customer experiences the innovative self-service booth and has their photograph taken.

1962 Shares are first listed on the London Stock Exchange as Photo-Me International plc.

1994 Photo-Me merges with KIS (France), leaders in instant printing, to further research and development.

2001 Jolly Roger, British manufacturer of the nation’s children’s rides, is acquired by Photo-Me.

2011 Philippe Starck designs the new-generation and soon-to-be iconic Starbooth.

2012 Revolution Laundry, the first ever external self-service laundry machines, are launched in Europe.

2017 Photo-Me launches encrypted photo ID technology in partnership with the Irish government and Her Majesty’s Passport Office.

2019 Photo-Me enters the food vending sector with the acquisition of SEMPA Sarl.

2022 Photo-Me International plc rebrands to ME Group International plc.

and securely transferred to the UK Passport Office, and their passport application process expedited.

Brand Values

Internationally, the ME Group company culture is centred on adaptability, boldness, instantaneity and solidarity, with an emphasis on Corporate Social Responsibility. At ME Group UK, home to the Photo-Me brand, there is an immense sense of pride in the innovative beginnings of the company. Founded on inventions, starting with its very first photo booth, ME Group UK upholds that same legacy by providing a singular service. For over 60 years, the team in the UK have endured industry changes to come out stronger than ever; dedicated to making easy work of consumers everyday challenges through simplified self-service.

megroup.uk Photo-Me
Photo-Me holds the Guinness World Record for ‘Most people inside a photo booth’ at seven persons
DID YOU KNOW?

2023 marks 130 years since the opening of the first Ryman store

on Great Portland Street, London, by Henry J Ryman. Famous for customer service, Ryman is the leading stationery specialist on the high street, offering an extensive range, key services, expert advice and value for money via its stores and website

Market

Since its opening in 1893, Ryman has had a history of product innovation and customer service. The epitome of ‘multi-channel’, Ryman combines a strong high street presence with a website, offering a large extended range.

Ryman’s core product range and multi-channel approach is further enhanced by in-store services and partnerships with DHL (international courier service) as well as Western Union (international money transfer service) and by a variety of other services including photocopying, printing, design, binding and personalisation of products such as notebooks and pens. These additional services allow Ryman to be innovative whilst ensuring that it is meeting the ever-changing requirements of its individual customers.

The breadth of Ryman’s range and the wide appeal of stationery, fashion stationery and office supplies (for the office and home) means that Ryman has a significant and growing number of competitors. These range from traditional stationery retailers and emerging fashion stationery retailers to supermarkets and discounters who have broadened their range. Despite this competitive landscape Ryman continues to invest in its products and services enabling the brand to continue to stand out as a leader in the field. Ryman has updated its product portfolio in line with the introduction of home working and new ways of life, ensuring that the brand is front of mind for customers.

Ryman recognises that businesses of all sizes represent an important proportion of its customer base and has a tailored offer to suit their needs. Small businesses can register for an in-store discount card to help them save on business essentials.

For larger businesses, a dedicated Ryman Business Account team provides a personally managed credit account with free next-day delivery and a bespoke price list on an enhanced range of products designed to suit business needs.

This range has grown significantly, and Ryman now offers a full-service solution including cleaning products and refreshments as well as office furniture, bulk deals on paper, and large format print, supported by an improved dedicated Business website, launched in 2020.

2016 saw Ryman build on the success of its Business Accounts by moving into the education sector with the introduction of Ryman Education. It has given schools, colleges and universities access to an enhanced range of stationery products with credit facilities and discounts for bulk orders.

For the past 10 years Ryman has also supported #SBS, Small Business Sunday. #SBS is one of the leading small business networks in the UK with over 3,500 active members. Each week, Theo Paphitis welcomes six small businesses who either tweet him, or comment /post an image to @TheoPaphitis on Instagram while describing their business and using the hashtag #SBS.

Product

Ryman constantly adapts its range to ensure it remains relevant with customers, with products across categories including stationery and office supplies, office furniture and accessories, tech, gaming and the recently introduced own brand craft and art offering. Ryman’s expanded storage range has proven popular with customers, as they look to declutter and organise their homes.

In addition to fantastic products, the knowledgeable teams at Ryman offer a wide range of services including product personalisation, print and design services, DHL and Western Union money transfer service.

Working with all of the best known brands in the stationery and office supplies sector including HP, Epson, STAEDTLER, Newell and more, Ryman has recently introduced further premium brands to the range, such as Moleskine and Leuchtturm, to give customers options across multiple price and quality points.

Ryman has a large own-label range across many of its categories, which is renowned for its high quality and value for money. This reputation has led to strong sales growth in own label products which now represent a significant percentage of Ryman’s overall sales.

Achievements

2021 saw the opening of Ryman’s first dual store with Robert Dyas. Following the successful launch, Ryman has now also opened dual stores in a further seven locations, all of which are proving popular with customers. The dual stores give customers the opportunity to shop both brands and services under one roof.

To date Ryman has recycled 1,605,596 pens and 26,246 ink cartridges via its in-store programme. Customers can return their pens and empty cartridges in any of Ryman’s 180+ stores. Ink and toner cartridge recycling is also available in all Ryman stores and customers are provided with a 50p discount for each cartridge

uk.superbrands.com Superbrands UK Vol. 23
There’s still a Ryman store trading on Great Portland Street, 130 years after Henry J Ryman opened the first store there
DID YOU KNOW?

returned and can also recycle their empty Sodastream carbonating cylinders.

Recent Developments

Ryman’s B2C website migrated from Magento 1 to Magento 2 in 2020, giving increased site flexibility and allowing the introduction of improved merchandising and onsite personalisation.

In 2022, Ryman launched 1893 Crafts, a range that provides customers with a comprehensive craft offering. This range enables Ryman to become a key competitor within this growing market. The range has been built with sustainability in mind, with all packaging, paper and wooden products being FSC certified, where applicable. In addition, Ryman has minimised single use plastic within the range. Many items come in reusable packaging, giving Ryman a market leading proposition.

Also in 2022, London Graphic Centre launched the ‘Theo Paphitis Art Prize’. This competition was free to enter and open to all artists, with participants creating a two dimensional piece of artwork in any painting or drawing media form. The theme was ‘Escapism’, designed to spark creativity through the emotional journey people have been on since the start of the pandemic.

Promotion

Ryman has a strong promotional programme, which offers customers deals on branded and own label products throughout the year. The offer is targeted locally ensuring they remain relevent to the market served by an individual store’s location and demographic, from inner city to market towns to university campuses. In addition, Ryman offers further discounts to students, businesses and those working in education.

Brand History

1893 Henry J Ryman opens his first store on Great Portland Street, London.

1970 s The family business is sold. Over the next 20 years its owners included Burton Group, Terence Conran, Jennifer d’Abo and Pentos.

1995 Ryman is acquired by Chancerealm Ltd (later known as Ryman Group Ltd), in which Theo Paphitis is the controlling shareholder.

2001 Ryman acquires Partners the Stationers, comprising 86 stores.

2007 Ryman acquires 61 Stationery Box stores.

2016 Ryman acquires London Graphic Centre.

2017 Ryman launches its new ‘business’ specific website enabling business and education account customers to shop online.

2020 Ryman upgrades its B2C website from Magento 1 to Magento 2 and to a new B2B website.

2021 Ryman opens a dual store in Bexleyheath with Robert Dyas.

2022 Ryman launches its own brand sustainability focused crafts range, 1893 Crafts.

2022 London Graphic Centre launches the ‘Theo Paphitis Art Prize’, which sees over 780 entries.

2023 Ryman Rewards customer loyalty scheme is launched.

Charity fundraising and supporting education has always been a central part of Ryman’s culture. Millions of pounds have been raised for the likes of Comic Relief and Royal Manchester Children’s Hospital over the last decade, with recent fundraising for Starlight children’s charity and Gorton’s Hideout Youthzone, taking place via the Theo Paphitis Charitable Trust.

Brand Values

Ryman is synonymous with quality, value and reliability. Famous for customer service, Ryman is the market-leading stationery specialist on the high street, offering expertise and value for money via its website and nationwide chain of stores.

These core values are further underpinned by Ryman’s reputation for investing in, and supporting, its people as well as its continued support of both charitable and education initiatives.

ryman.co.uk Ryman

By offering luxury, innovation and choice, Sandals and Beaches Resorts have been at the forefront of the Caribbean all-inclusive travel sector for 40 years. In an industry brimming with new contenders, the combined knowledge and experience of Sandals’ management team and resort staff has maintained its market-leading position

Market

Along the white-sand shores of Jamaica 40 years ago, a visionary with a passion to share his beautiful home with the world introduced the Luxury Included® holiday. Sandals Resorts sets itself apart by steering away from off-the-shelf all-inclusive package holidays, placing an emphasis on personal choice, and offering customers more for the price of their all-inclusive holiday. Sandals Resorts’ holidays include global gourmet cuisine at up to 16 restaurants per resort, unlimited premium brand alcoholic and non-alcoholic drinks, gratuities, and on-island airport transfers, as well as complimentary land and water sports such as golf and scuba diving for PADI certified divers. There are 16, soon to be 17, Sandals Resorts created exclusively for ‘two people in love’ located in Jamaica, Saint Lucia, Antigua, the Bahamas, Grenada, Barbados and Curaçao. Its sister brand, Beaches Resorts, comprises three resorts in Jamaica and Turks & Caicos and a fourth location coming to St. Vincent and the Grenadines catering for families, groups and couples.

Product

Sandals Resorts International has been an innovator in the luxury all-inclusive market for the last four decades, starting with introducing the first swim up pool bars in the Caribbean in 1984 and being the first resort Company in the region to provide hairdryers in guest bedrooms in 1987. The Company launched the Caribbean’s first Over the Water Maldivian-style suites in 2016, with more Over the Water additions at resorts in Jamaica and St Lucia thereafter.

More recently in Jamaica, a multi-million-dollar renovation of the Company’s flagship resort, Sandals Montego Bay was completed in 2019. Extensive renovations also took place at Sandals South Coast resort, with the addition of the world’s first-ever Swim-up Rondoval Suites and re-design of the Dutch Village which opened in December 2020. Plans were also announced in 2020 for a brand-new Beaches resort in St Vincent, a new destination for the brand, which is set to be unveiled in 2023.

In 2021, Sandals announced plans to open three new resorts in Jamaica – Sandals Dunn’s River, Sandals Royal Dunn’s River and Beaches Runaway Bay. Originally part of the group back in 1991, Sandals Dunn’s River will return to the portfolio in May 2023, following an extensive renovation. New room categories will include Tufa SkyPool Butler Suites with private glass front balcony pools and Coyaba Swim-Up Rondoval Butler Suites with private pools featuring rooftop sundecks with soaking tubs for two.

In 2022, Sandals Resorts revealed its St. Lucia investment strategy. Twenty beachfront, two-storey villa rooms and five Rondoval suites will be added to Sandals Halcyon Beach resort, whilst a village of 20 Rondoval suites, seven with rooftop sundecks will debut at Sandals Regency La Toc in 2023.

Achievements

Sandals Resorts received 16 gongs at the 2021 World Travel Awards including the Caribbean’s Leading Hotel Brand, the Caribbean’s Leading All-Inclusive Family Resort, for Beaches Turks & Caicos Resort Villages & Spa and the World’s Leading All-Inclusive Resort for Sandals Grenada Resort & Spa.

In honour of the brand’s 40th anniversary, Sandals Resorts announced several projects including The Gordon ‘Butch’ Stewart International School of Hospitality and Tourism. The school will be based in Jamaica and aims to develop the next generation of international tourism and hospitality leaders. Sandals Resorts, together with the Sandals Foundation, is identifying 40 projects that best showcase tourism’s power to transform Caribbean communities and improve lives, as part of the ‘40 for 40’ charity initiative. Plus, the introduction of Sandals’ first-ever podcast, the ‘Sandals PalmCast’ gives listeners the inside scoop on all the latest happenings across the resorts to help celebrate the Company’s 40-year milestone.

Sandals Resorts’ philanthropic arm, The Sandals Foundation, celebrated its 13th anniversary in 2022. The organisation aims to unite the region with one common goal: to elevate its people and protect its delicate ecosystem under the pillars of community, education, and the environment.

The Sandals Foundation has implemented projects and programmes valued at more than USD $79m which has touched the lives of more than 1.1 million people to date. Sandals Resorts is the only hotel chain in the world to have nine resorts holding Master Certification from EarthCheck, the leading scientific benchmarking certification and advisory group for sustainability in travel and tourism.

Four resorts hold Platinum, two hold Gold and one holds Silver EarthCheck Certifications. The Company also recently launched a Biodiesel Conversion Centre project in St Lucia, turning vegetable oil from the resort kitchens into fuel for diving boats.

uk.superbrands.com Superbrands UK Vol. 23
Sandals Resorts was created by Jamaican-born entrepreneur, the late Gordon ‘Butch’ Stewart to share the beauty of the Caribbean with the world
DID YOU KNOW?

Recent Developments

In January 2022, Sandals Royal Bahamian Spa Resort & Offshore Island in Nassau opened its doors following an extensive multi-milliondollar renovation with over 200 fully refurbished rooms and suites and the all-new Island Village, plus the Coconut Grove beach lounge and 13 exciting dining options including three new food trucks.

Following the brand’s first venture into the Dutch-Caribbean, the all-new Sandals Royal Curaçao opened on 1st June 2022 with 351 luxurious rooms and suites and more all-inclusive luxury options than ever before. New Signature Love Nest Butler Suite® categories include the Awa Seaside Butler Bungalows and Kurason Island Poolside Butler Bungalows, which come complete with complimentary convertible MINI Coopers that guests can use to explore the island. The resort is home to Sandals’ first two-level infinity pool and seven new restaurant concepts, plus the brand’s first ever Island Inclusive dining programme, which allows guests to experience local Curaçaoan restaurants at no extra cost.

Promotion

Sandals’ marketing activity is upweighted around the group’s key selling periods and uses a broad mix of media including TV, print, digital, radio and out of home advertising, with the primary objective of acquiring new customers. The brand’s loyal repeat guests are rewarded through the Sandals Select Rewards Programme, giving the most valuable customers access to a wide selection of offers – from room upgrades to free nights.

In keeping with the Company’s desire to support local, Sandals became the proud official sponsor of the West Indies cricket team between 1995 – 2021. Alongside the recent opening of the brand-new Sandals Royal Curaçao, Sandals and its philanthropic arm, the Sandals Foundation, joined forces with the Netherlands’ AFC Ajax team to launch Future Goals. This programme turns fishing nets, sourced from the ocean, and recycled plastic waste into football goals for children – expanding opportunities for locals through the power of youth sports.

Looking forward, Sandals Resorts will focus on growth in Europe, particularly in France, Germany, Italy and the Netherlands. To achieve this, the Company’s online offering is being optimised to create an improved user experience and direct booking engines for these markets.

Brand Values

The Sandals Resorts brand was born in 1981 alongside the opening of the first resort, Sandals Montego Bay, in Jamaica. Sandals Resorts celebrated its 40th anniversary in November 2021 and is now building for the future, with its Founder’s son and recently appointed Executive Chairman, Adam Stewart, at the helm. The brand is now a household name and a world leader in the travel sector, thanks to the Company’s focus on innovation, service and high-quality product.

Brand History

1981 Sandals Montego Bay, the flagship resort, opens.

1986 Sandals Royal Caribbean opens becoming the only resort in Jamaica with a private island. Three years later, Sandals Ochi makes its debut in ‘Butch’ Stewart’s hometown.

1991- The launch of Sandals Grande Antigua 1996 is followed by resorts in Saint Lucia and the Bahamas.

1997 Sandals introduces its first family resort in Jamaica, as Beaches Negril opens its doors. Beaches Turks & Caicos opens in Providenciales, becoming the second family resort.

2002 - A further four resorts are opened 2008 spanning Saint Lucia and Jamaica.

2009 The Sandals Foundation is established.

2010 Sandals Emerald Bay, Great Exuma, the Bahamas opens.

2013 Sandals Grenada opens, and Sandals Barbados is acquired. Two years later, Sandals Barbados opens following an extensive renovation project.

2016 Sandals opens its first ever, dedicated high street retail experience, Sandals Luxury Travel Store, in Chelsea, London, and launches the first Maldivianstyle Over the Water suites.

2017 Sandals Royal Barbados opens.

2018 Sandals launches a tour operation in the UK.

2020 Sandals Resorts announces its first resort in Curaçao, Sandals Royal Curaçao, home to many Sandals’ Signature Firsts.

2021 Three new resorts are announced in Jamaica, Sandals Dunn’s River, Sandals Royal Dunn’s River and Beaches Runaway Bay.

2022 Sandals Royal Bahamian opens following an extensive renovation project. Sandals Royal Curaçao opens and Sandals Dunn’s River is announced to open in May 2023.

sandals.co.uk Sandals Resorts

Savills plc is a global real estate services provider with more than 700 offices and associates in 70 countries throughout the Americas, the UK, continental Europe, Asia-Pacific, Africa and the Middle East. Its 40,000-strong workforce combines entrepreneurial spirit and a deep understanding of specialist property sectors with high standards of client care

Market

Savills has an international network of more than 700 offices and associates across the UK, continental Europe, Asia-Pacific, Africa, the Middle East and the Americas. With more than 130 strategically located offices throughout the country, Savills has a substantial national footprint and is the largest multi-service property advisory business in the UK, providing more sector specialisms than any of its competitors across the commercial, residential, rural and energy sectors.

Product

During its 167-year history, Savills has grown from being a family firm of chartered surveyors into an international property services group. Servicing all aspects of the residential, rural and commercial property markets, the firm continues to adapt its offer to cater for a diverse and evolving client base.

DID YOU KNOW?

Savills Property and Facilities Management divisions

manage a global portfolio of 2.45 billion sq ft

Achievements

In keeping with the firm’s ongoing commitment to its people, earlier this year, Savills was named The Times Graduate Employer of Choice for Property for the 16th consecutive year, a position that it has held since the category’s inception in 2007. Savills’ open and inclusive recruitment policies were also recognised at the Performance Today Awards, where the firm received the Apprentice Employer of the Year Award.

Recognising the firm’s excellence in client service, Savills also won a number of further accolades including, Global Real Estate Adviser of the Year at the EG Awards and Best Property Consultancy for London and the UK at the International Property Awards.

Recent Developments

Savills is always seeking to identify opportunities that will strengthen the business for the future, through acquisitions, organic growth and strategic staff hires. The business has diversified geographically, strengthened in key sectors and committed the highest quality service to clients, whilst maintaining financial stability.

Over the year, Savills has continued to embed and build on its Environmental, Social and Governance strategy as a business. Its strategy maps out its journey towards nine of the 17 United Nations Sustainable Development Goals (SDGs) to which Savills has aligned itself.

The firm recognises the need for urgent action in addressing the climate crisis and rapidly transitioning to a greener, safer and more resilient economy. It is committed to continually improving the impacts that its operations have on the environment, managing the climate-related risks and working together with its clients, suppliers and local communities towards delivering a more sustainable future. Savills has committed to achieving net zero across its entire office network within scope 1 and 2 by 2030 and scope 3 by 2040.

To help clients address the clear need for action on climate change, environmental protection and social wellbeing, Savills continues to invest in its business and people with enhanced technology to enable more focus and innovation across ESG. Savills’ global consultancy business, Savills Earth, now has more than 100 specialists in the UK and 200 globally, collectively managing £10.8m of social value on behalf of clients and advising on more than 23GW+ of proposed and operational renewable energy capacity.

uk.superbrands.com Superbrands UK Vol. 23

Promotion

Savills research capability stretches across continents and all sectors of real estate, providing clear and useful market knowledge, which adds value to its clients’ interests. Savills not only presents information on the major markets but also adds original insights, identifying new emerging sectors and providing bespoke client advice.

Acknowledged thought-leaders in many areas of real estate, Savills communicates its research findings in published and bespoke reports, via social media, TV and radio, conferences and seminars. This provides an enhanced service for its clients and also raises the company’s profile.

Brand Values

Savills remains focused on supporting the delivery of a best-in-class client service through a motivated, engaged and diverse workforce. Its people are its greatest asset and as such, the firm strives to ensure that Savills is not only a wonderful place to work but fosters a safe and fair environment that is equal, inclusive and accessible for all.

At Savills, supporting its people to enable them to be the best version of themselves is at the heart of the business. It strives to be a truly inclusive employer within the property industry by having the right inclusive policies, training, leadership and recruitment principles in place to ensure all employees, customers and clients are treated fairly and are able to be their true, whole selves.

Savills embraces diversity and provides a platform and supportive environment for everyone to be the best they can be – the firm’s D&I Allies programme has more than 1,000 colleagues actively participating in a range of activities. Savills also understands the value that helping others can bring to the personal happiness and wellbeing of all as well as improving Savills professional competencies and soft skills.

The firm is committed to supporting the communities where its employees live and work. It does this through corporate donations, pro-bono support and through its staff volunteering for their charities, schools, community groups, hospices and hospitals.

Brand History

1855 Savill & Son is founded by Alfred Savill.

1972 The firm is rebranded as Savills and moves to Mayfair.

1988 Savills is listed on the London Stock Exchange and begins trading as a plc.

1997 A 20% share of Savills is sold to First Pacific Davies – one of Asia’s foremost property companies – and the subsidiary is rebranded FPDSavills.

2000 Savills plc is listed in the FTSE 250 and acquires First Pacific Davies in April.

2004 To coincide with the company’s 150th anniversary in 2005, the decision is made to drop ‘FPD’ from FPDSavills. The rebrand brings all the subsidiaries back under the Savills umbrella.

2012 In the UK, Savills prepares its separate residential and commercial limited operating companies for a formal merger and begins trading simply as Savills the following year.

2014 Savills announces its biggest ever acquisition of US firm Studley at £154m.

2015 Savills completes its largest ever UK acquisition, the merger of Smiths Gore.

2017 Savills confirms the completion of its acquisition of Aguirre Newman S.A., the leading independent Spanish and Portuguese real estate advisory firm.

2018 James Sparrow is appointed CEO UK & EMEA and Richard Rees is appointed as UK MD.

2019 Mark Ridley, former Deputy Group CEO, succeeds Jeremy Helsby, as Savills Group CEO.

2020 In Germany, Savills announces the proposed acquisition of property and facilities management firms, OMEGA Immobilien Management GmbH and OMEGA Immobilien Service, supplementing the company’s strong UK and European property management network.

2021 Savills announces acquisition of US Life Science and Technology specialist T3 Advisors.

2022 Savills has more than 700 offices and associates in 70 countries.

savills.co.uk Savills

Market

Savlon has been making every day, minor injuries worry free for generations. It aims to give parents the reassurance that they are doing the best they can for their family, so fun can be restored with minimal fuss and worry.

First Aid for Life is at the core of everything Savlon does

In the UK the total antiseptics market, excluding discounters and online retailers, is worth more than £40m. Within the antiseptic creams category, Savlon has more than a 50% share, equating to more than £8m of retail sales value (RSV) (Source: IRI data to Sept 2022). The market encompasses both branded and unbranded products available in a wide variety of stores, from supermarkets to chemists.

Product

The Savlon product range can be used to treat the whole family in a wide variety of first aid situations, from grazed knees and shaving cuts, to chapped skin and bites and stings. As of 2022, Savlon offers four products in its range, Savlon Antiseptic Cream – to cleanse skin and help prevent infection; Savlon Advanced Healing Gel, soon to be Scar Prevention Gel – which promotes faster healing and helps minimise the likelihood of scarring; Savlon Dual Action Gel – that helps

relieve pain and prevent infection; and Savlon Bites & Stings Pain Relief Gel – to soothe, protect and relieve the pain and itching caused by insect bites and stings.

Looking forward, there are also exciting new product developments in the pipeline.

Achievements

With 95% of consumers aware of the brand, Savlon boasts close to universal awareness,

as well as being the most top of mind brand in the first aid category. Interestingly, within unprompted awareness, Savlon is significantly ahead of its competitors, with almost twice the category average. Looking in more detail at different audience groups, for those both with and without young children, Savlon is highly salient and readily brought to mind.

One in three consumers consider Savlon to be their first choice for first aid minor injuries. Savlon is a highly meaningful brand; delivering a rational and emotional purpose, helping reassure both physically and emotionally because of the strength and connotations of the brand.

The achievements don’t stop there. Delving into brand trust, Savlon has an enviable level of brand trust amongst consumers and is also highly rated by pharmacists. This is supported by the consecutive awards the brand has won at the coveted Most Valuable Product Awards. With an expert shortlisting panel – including pharmacists and buyers from major multiples – Savlon Antiseptic Cream was voted as the winner of the First Aid category in both 2021 and 2022.

Recent Developments

Currently, Savlon is undergoing a brand refresh which is due to be in market from the end of 2022. The new look and feel will highlight product benefits and aims to bring in new consumers with a fresh, modern design. A programme of brand innovation will also be gathering pace in 2023.

Promotion

Passed down from generation to generation, Savlon has strong consumer awareness and saliency.

During the 1970s, 1980s as well as the 1990s, Savlon benefited from high levels of advertising investment. This included above-the-line TV campaigns, focusing creative on a mother treating a child’s minor injury, such as a graze or cut, with Savlon.

uk.superbrands.com Superbrands UK Vol. 23
The name Savlon is derived from the original manufacturing site of the Avlon Works at Avonmouth on the Severn Estuary
DID YOU KNOW?

More than 10 years later in 2010, Savlon was re-introduced on TV with a campaign focusing on the wider product range. Products which help prevent infection of minor wounds, minimise the likelihood of scarring, promote faster healing and relieve pain starred in the creative.

However, as consumer research reveals, the emotional meaning the brand has, is also important to the public. Savlon’s main point of difference, compared with its competitors, is the fact it doesn’t have the same connotations as other antiseptics which are thought to sting. Savlon is seen as trustworthy, caring and reassuring by consumers.

Since acquiring the Savlon brand in 2019, Thornton & Ross has used a wide range of channels to market the brand, including PR, digital and social.

Savlon was originally marketed as a pain-free antiseptic and focused on the idea of ‘patch me up and send me back out there’. More than

60 years later, in 2022, the idea that life should be enjoyed to the full still prevails. This concept is celebrated by the brand’s latest campaign, Champions of Play.

The core Savlon consumers are strongly into outdoor activities but lead very hectic lives, struggling to balance work, children and a social life. The Champions of Play creative campaign was developed to work well during the transition into the ‘new normal’, following the Covid-19 pandemic and an extremely difficult two years for families.

Since the start of the pandemic, studies have revealed half of UK children are playing outside with friends less and during the last 18 months, screen time has increased by 76% for 6–15-yearolds. As a result, children haven’t experienced the cognitive and social stimulation they would have received outside their home, pre-pandemic and now, 67% of 8–15-year-olds believe the pandemic will have a long-term, negative effect on their mental health.

Brand History

1954 The Savlon trademark is approved.

1970 s Savlon is advertised on TV for the first time.

1980s Investment continues in TV advertising.

1997 The licence for Savlon Antiseptic Cream is first approved.

2001 The licence for Savlon Dual Action Gel is first approved.

2010 Savlon is re-introduced to TV with a campaign focusing on the wider range.

2013 Savlon Advance Healing Gel is launched.

2019 Thornton & Ross acquires the UK and Ireland licence for the brand from GSK and a new Savlon website is launched.

2022 Savlon brand redesign starts to land in stores.

The pandemic has exacerbated an already existing issue for younger generations with increasing digitalisation. Tapping into this insight, the campaign needed to resonate with the Savlon audience and encourage kids to reunite, laugh and fall back in love with play. The creative played on the idea that by having Savlon to hand, the brand can turn you into a ‘Yes’ parent.

Brand Values

Being ‘in the wars’ is part and parcel of life. Savlon recognises it is important for parents to have the right products to give the best care to their family. Providing reassurance to alleviate the stress that even minor injuries can cause with small children is central to the brand. Furthermore, the brand ambition of First Aid for Life is at the core of everything that Savlon does.

Savlon Antiseptic Cream to cleanse and help prevent infection. Savlon Dual Action Gel and Savlon Bites & Stings Pain Relief Gel (12+ Years) contain an anaesthetic and are indicated for topical relief of pain, itching, irritation and antiseptic protection for use on bites, stings and skin reactions. Always read the label.

savlon.co.uk Savlon

Selco Builders Warehouse is the UK’s fastest growing builders’ merchant and supplier of choice for the jobbing builder. With ambitious plans to increase market share in the Repair, Maintenance and Improvement (RMI) sector , Selco is committed to a sustainable operating future and continues to go from strength to strength

Market

The UK builders’ merchant industry in general has faced a mixed period over the last 12 months.

While sector performance has largely remained resilient, there have been testing periods as a result of – most notably – Brexit, the pandemic and inflationary pressures.

Selco, however, has been able to continue the strong progression it has seen over the last decade and has established itself as a true jewel in the crown of parent company Grafton Group.

A combination of bolstering its online and digital offering, continued branch network expansion and constantly evolving its services has ensured that Selco has enhanced its position in the market and posted impressive turnover and profit results.

Ambitious new expansion plans are now in place to significantly increase the size of the business to 100 branches, creating more than 1,000 jobs along the way, by 2026.

Product

With a customer base comprising professional tradespeople and businesses, Selco’s primary aim is to serve the RMI and home renovation market.

As such, each of its branches has in excess of 13,000 recognised trade products – all available at trade prices.

From timber to decking and bathrooms to power tools, Selco has every base covered both in branch and through its extensive digital offering, including Click & Deliver, Click & Collect and a recently launched new app.

Additional services available to assist tradespeople with their day-to-day work include sheet-cutting, brick-matching, paint-matching and project lists. Selco also recognises the increasing importance of supplying renewable and sustainable products, such as FSC-certified timber and other environmentally friendly materials.

Achievements

Selco’s strong performance over the last 12 months has been supplemented by fantastic career development opportunities for its 3,000 colleagues.

All branch colleagues have been given the chance to upskill and move to the next stage of their development through the Rising Stars programme, while a Driver Academy was launched to help colleagues pursue a new career as a fully qualified HGV driver.

The ‘customer first’ pledge, for which Selco is renowned, has been further enhanced with the introduction of a new app. Following on from Click & Collect and Click & Deliver, Selco has further strengthened its digital offering to ensure tradespeople are able to purchase products and materials in the most convenient way possible to them.

Selco’s commitment to accelerate the company’s sustainability programme across five key areas –customer and product, people, planet, community and ethics – has also continued.

The effect Selco’s operations are having on the environment has been on the agenda for a number of years, with important strides forward already made.

A new strategy was launched in 2021, with flagship programmes including the planting of nearly 100,000 trees at a ‘Selco Forest’ on land near Jedburgh in the Scottish Borders.

Recent Developments

The last year has seen Selco continue along its expansion strategy and secure record-breaking achievements across its branch network.

New branches have been opened in Rochester, Canning Town and Exeter with Peterborough and Cheltenham due to be added to that list by early 2023.

A second ‘Selco Forest’ has been planted in 2022, this time in Wales, and during the lifecycle of the trees, each forest will offset almost two years’ worth of carbon generated by customer deliveries.

The overhaul of Selco’s transport fleet has also gathered pace.

uk.superbrands.com Superbrands UK Vol. 23
Selco sells over 13,000 SKUs from more than 300 different suppliers
DID YOU KNOW?

A dozen electrically powered counterbalance forklift trucks have been added while Selco has extended its use of alternative fuels, with the introduction of Hydrotreated Vegetable Oil (HVO) helping to power its fleet.

HVO is a cleaner alternative to diesel and is manufactured from 100% renewable and sustainable waste, offering a cleaner way to fuel commercial fleets and leading to a reduction in carbon emissions of up to 90%.

Selco also has seven Compressed Natural Gas (CNG) vehicles currently in operation, with plans to introduce a further three for the company’s delivery hub in Birmingham.

Both Selco’s delivery hubs – in Birmingham and Edmonton – will operate fully off a combination of CNG and HVO fuelled vehicles.

The electric forklift trucks, which are manufactured by EP and embrace Li-Ion technology, are being utilised in Selco’s most recent branch to open in Exeter, as well as Walthamstow and other locations throughout its network.

Promotion

With Selco’s primary target audience being the professional tradesperson, there is a male-slant towards its communications strategy.

Promotion through channels which attract a largely male audience, such as radio stations including talkSPORT, ensures Selco’s key messaging is reaching the desired market.

This is supported through PR and local activities, while digital advertising and social media promotion, to a relevant audience, in excess of 100,000, have played increasingly influential roles.

Brand History

1895 Selco’s history begins with Sewell & Co (Timber) Ltd, a small family business operating a modest timber mill and caravan fit-out business in Birmingham.

1938 The company develops itself into a builders’ merchant.

1982 The company changes its name to Selco and establishes a business model exclusively for the professional tradesperson.

1990 Selco opens its first branch outside of the Midlands in Swansea.

1998 Merchanting and DIY group, Grafton Group (Plc), purchase Selco.

2002 After continued expansion across the Midlands and south-west, Selco opens its first branch in Walthamstow, London.

2006 The north-west becomes Selco’s latest home with branches opening in Manchester.

2021 After a sustained period of expansion, Selco opens in Liverpool to take its branch network up to 70.

2022 Exeter becomes branch number 73, follow on from openings in Canning Town and Rochester.

As part of a general brand awareness exercise, Selco has also embarked on a hugely successful round of sports sponsorships. Partnerships with the Professional Darts Corporation and Rugby League World Cup 2021 propel the brand into the homes of millions while local activity is supplemented through sponsorships including Exeter City Football Club and Rugby League Super League outfit, Salford Red Devils.

Brand Values

Selco’s entire ethos is based around delivering opportunities to fulfil potential, whether that be for the business itself, customers or colleagues.

The objective of Selco is to provide a platform for tradespeople to secure all their requirements for their day’s work under one roof in the quickest, most efficient and accessible way possible, thus making their individual businesses as successful as possible.

At the same time, colleagues are encouraged to maximise their talents by taking advantage of the endless career opportunities on offer as the business continues to grow.

selcobw.com Selco Builders Warehouse
A second ‘Selco Forest’ was planted in 2022 in Wales, following on from the first on the Scottish Borders
DID YOU KNOW?

Shred-it is one of the UK’s leading information security companies. It helps organisations maintain the security and integrity of private and confidential information through document shredding, hard drive destruction, recycling and workplace privacy policies. With more than 5,000 team members and operating a fleet of more than 2,000 trucks globally, the Shred-it focus is to protect what matters

Market

Shred-it is one of the world’s leading information security companies, providing nationwide coverage across the UK. Due to strict, sector-based data compliance standards and GDPR, there’s never been a more important time to protect the wealth of information that is processed and stored on a daily basis in businesses across the UK.

The global pandemic has also accelerated a shift towards remote work environments and more businesses are offering permanent hybrid work options. In a recent Shred-it survey, data security concerns were highlighted with one in four (24%) of UK workers saying they don’t always follow workplace policies on destroying confidential information when working from home; and only one in three (34%) saying that they shred and recycle the paper they use when working outside the office.

that reinforce the need to view sensitive data and related systems as critical infrastructure.

Product

Since its founding in 1988, Shred-it has become one of the world’s leading information destruction companies, with more than 5,000 team members and a fleet of more than 2,000 trucks – with all new vehicles in the UK meeting Ultra Low Emission Zone standards.

As a wholly-owned subsidiary of Stericycle, a global business-to-business services company, Shred-it serves more than 500,000 customers around the world and in all major sectors including legal, healthcare, finance and banking, education, local and central government, retail, engineering, property and police forces.

Shred-it’s fundamental brand proposition is focused on protection. It does this through its team of information protection experts whose goal is to help organisations comply with stringent privacy laws, legislation practices and procedures via certified state-of-the-art information security products and industry-compliant regulated services.

Awareness of the security risks associated with a data breach and the impact that confidential data getting into the wrong hands can have on reputation, reinforces the need to view sensitive data and related systems as critical infrastructure.

Key drivers for this focus in the market are numerous but include an increased focus on detection and response capabilities as awareness of security risks and data breaches grows; privacy concerns and stricter regulation such as the EU’s GDPR around data loss prevention; and business digital transformation initiatives

The company’s tailored solutions and services help organisations that may be vulnerable to humanbased security risks, stringent data privacy laws and regulations. This includes secure document shredding and recycling; hard drive and speciality destruction e.g. branded goods and uniforms; and workplace policies. After paper has been securely shredded, it is mixed with millions of pieces of other shredded documents, baled and recycled into new products, helping to protect data and safeguard the planet.

Achievements

Shred-it is a registered waste carrier, a member of iSIGMA and recognised by the ICO. It holds ISO 9001 certification for quality management, ISO 14001 for environmental management, EN 15713, Fleet Operator Recognition Scheme accreditation and is certified by the British Security Industry Association.

uk.superbrands.com Superbrands UK Vol. 23
The average cost of a data breach is $4.35m* DID YOU KNOW? *Source: IBM Cost of Data Breach Report, 2022

The company keeps confidential information protected at every step of the way through unique security measures including a three-point scan secure chain of custody and standard Data Processing Agreement (DPA) which sets out the basis on which the company provides its services and, where relevant, processes data on behalf of a customer.

Shed-it’s six-step process starts with fully trained and background checked security representatives collecting tamper-proof containers; through transportation using a three-point secure chain of custody and GPS tracked vehicles; to industrialgrade, cross-cut shredders that transform paper documents into small, confetti-like pieces which cannot be reconstructed; and a Certification of Destruction after every service that illustrates how Shed-it’s processes are helping companies to safeguard the planet.

Recent Developments

Shred-it’s solutions drive innovations that help protect the environment. It’s part of its commitment to do business the right way, not just the easy way.

This includes working to create a more sustainable, shared future.

Working with its customers, Shred-it continually supports the circular economy by constantly learning, developing and thinking about ways to help demonstrate the potential, positive impact it is having on the environment. In 2021/22 Shred-it in the UK recycled around 90 million lbs of paper, saved approximately 104,000 cubic metres of landfill space and 770,000 trees with the potential to absorb more than 11 million lbs of CO2. Shred-it also reinvested in the planet with a commitment to replant thousands of trees in the UK during 2022.

Promotion

In an increasingly commoditised market, Shred-it has sought a clear point of differentiation to distinguish its market-leading offering. Following research of its extensive worldwide customer base, Shred-it identified a number of key insights which led to the brand’s positioning and its ‘we protect what matters’ promise. Shred-it protects people, customers, brands, reputations and the environment.

Brand History

1988 Greg Brophy founds Shred-it.

1993 Shred-it grows and expands overseas. It also launches a manufacturing division.

2002 Further expansion takes place, with state-of-the-art records management and storage facilities.

2014 Shred-it merges with Cintas Document Shredding, operating under the Shred-it brand.

2015 Shred-it is acquired by Stericycle and becomes a wholly owned subsidiary.

2019 Cindy J. Miller is appointed as Stericycle’s president and chief executive officer.

2021 Shred-it operates throughout 14 countries worldwide, servicing more than 500,000 global, national and local businesses.

2022 In the UK, Shred-it recycles 90 million lbs of paper and saving 770,000 trees with the potential to absorb more than 11 million lbs of CO2

This has enabled the brand to create a message with a clearer focus around the core idea of protection – the brand’s red thread and its very reason for existence. This core message is transferable across markets, sectors and channels.

Brand Values

Shred-it has a one team, one goal approach with a customer driven attitude that delivers customer value through safe, compliant and sustainable solutions. In addition, Shred-it’s values around excellence in service provision, depth of experience and sector knowledge, accountability and integrity, together with sustainability and continuous improvement, underpin its leading market position. These values deliver peace of mind and help organisations stay in control through being Shred-it protected.

Shred-it’s focus is to continue developing, delivering and improving solutions to meet the ongoing needs of a diverse customer base. While helping to manage confidential information, Shred-it assists organisations to remain compliant and help safeguard the planet.

shredit.co.uk Shred-it

Market

The UK retail bed and mattress market is worth around £2.2bn. Silentnight is the UK’s favourite bed and mattress manufacturer and remains well known, with strong brand recall and consideration from consumers, in particular the brand’s iconic Hippo & Duck characters.

Product

Silentnight is synonymous with quality and innovation. Founded in 1946 in North Yorkshire, the multichannel business is celebrated as the UK’s most trusted sleep brand. Committed to working to the highest quality standards for its customers, all its mattresses and upholstered beds are handmade in its UK factory and rigorously tested in its in-house SATRA-approved testing lab.

Over the years, Silentnight has developed a strong core product offering to cater for its mainstream, ‘salt of the earth’ shoppers. Underpinned by a wealth of research, insight and accolades, products include a wide selection of beds, mattresses and complimentary accessories – resulting in a full sleep solution.

By broadening the wider sleep category, Silentnight prides itself on helping people ‘change how they sleep for the better’. The breadth of range includes eco-friendly mattresses for ‘planet savers’, award-winning rolled mattresses for ‘convenience seekers’, its kids and baby ranges for ‘little sleepy heads’ and even pet beds for ‘four-legged friends’. By thinking ‘sleepers before springs’ the brand offers a benefit led best-in-class, customised solution, further enabling Silentnight to increase added value for its customers.

Achievements

Testament to its passion for quality and innovation, over the years Silentnight has been awarded several Which? Best Buys for multiple mattresses across its range. Silentnight is a full member of The National Bed Federation, the recognised trade association representing UK manufacturers of beds and mattresses and is also a member

of the Furniture Industry Sustainability Programme, having shown commitment to social, economic and environmental sustainability across its business.

Silentnight’s unprecedented focus on sustainability has earned the Eco Comfort Miracoil products, a Good Housekeeping Getting Greener accreditation. Priding itself on sustainability, Silentnight is committed to improving the environment and is the first and only sleep brand to sign up to the Climate Pledge, committing to achieve Net Zero Carbon by 2040. Furthermore, it is the first sleep brand to commit to the Science-Based Target Initiative (SBTi) – one of the planet’s leading decarbonisation

Recent Developments

In a nation of 60 million sleepers, Silentnight knows that one size doesn’t fit all, which is why the brand is committed to delivering market-leading new product innovation, in its drive to give consumers the best sleep experience possible. It has teamed up with the University of Central Lancashire to create sleepunique® – an intelligent algorithm that takes your body measurements and sleeping habits to recommend your perfect mattress. Convenience is championed in Silentnight’s new just sleep® range which provides a choice of six rolled mattresses that can be delivered fast and for free, wherever customers are. With wellbeing and vitality at its core, the Lift by Silentnight range is scientifically proven to help the body relax for a deeper, undisturbed sleep thanks to its Intense™ sleep surface. Furthermore, the Healthy Growth range, made for toddlers to teens, is specifically designed to give kids the sleep they need to support healthy development of the body and mind.

initiatives, with a commitment to setting targets to keep the global temperature rise below 1.5 degrees. Silentnight is proud to have published measurable indicators of business resilience and ethical business practice in its ESG report which can be viewed on the Silentnight website.

Another product innovation, only available to the Silentnight Group, is Geltex®. Developed in response to sleepers who twist and turn, Geltex® is a high performance gel-infused foam which offers unparalleled breathability, perfect pressure relief and optimal body support which actively responds to an individual as they sleep.

Promotion

Operating in a dynamic, omni-channel marketplace, Silentnight continues to offer strong promotions via its retail partners. Supporting POS and engaging digital content reaffirms Silentnight’s flagship presence nationwide. It aims to be a destination brand for experience, establishing itself as a centre of excellence across all touchpoints.

The successful evolution of Silentnight’s digital platforms has further established brand trust and engagement. Using data-driven consumer insight, the brand continues to promote compelling content, remaining relevant by offering a full-service, personalised solution when it comes to sleep, products and advice.

uk.superbrands.com Superbrands UK Vol. 23
Silentnight is the UK’s most trusted sleep brand. With a wide consumer profile, Silentnight’s mission is to use its passion, product knowledge, exceptional quality and sleep expertise to provide sleep solutions for a nation of unique sleepers
One in five UK homes have a Silentnight product
DID YOU KNOW?

The brand’s growing presence on social media has created an ongoing conversation with its audience. Competitions, PR activity and brand advocacy via influencer partnerships has also enabled the brand to realise its mission to ‘change how people sleep for the better’. Positive consumer sentiment and strong customer reviews remain fundamental to increasing Silentnight’s equity and engagement.

Brand Values

People and sleep come in many forms and too many people are compromising on their sleep. Silentnight believes everyone, everywhere should

get the best out of bedtime and its mission, therefore, is to provide a range of sleep solutions for a nation of ‘unique sleepers’.

To ensure Silentnight remains the trusted authority on sleep, it invests in continuous

Brand History

1946 In North Yorkshire, Tom and Joan Clarke form Clarke’s Mattresses Limited, later opening their first shop due to huge demand.

1951 Clarke’s Mattresses changes its name to Silentnight Limited.

1986 The iconic Hippo and Duck are introduced in support of the ‘Ultimate Spring System’, later renamed Miracoil® Spring System.

2003 Silentnight begins production of children’s beds and mattresses.

2008 mattress-now® – the first Silentnight ‘convenience’ rolled mattress is launched.

2013 The Geltex® collection is introduced to industry acclaim.

2016 Silentnight celebrates its 70th anniversary and launches Studio by Silentnight.

2018 Sustainability becomes a prime focus with the launch of an eco-friendly range.

2019 Silentnight continues to inspire a nation of unique sleepers, named as the UK’s most trusted sleep brand.

2020 Silentnight launches a new hybrid range of Studio mattresses, to complement its award-winning rolled mattress range.

2021 Silentnight celebrates its 75th anniversary and launches nationwide campaign ‘Wake Up’ encouraging consumers to put compromise to bed, with sleep solutions that are perfect for their sleep needs.

2022 Silentnight launch the sleepunique®, Lift and just sleep® ranges.

research into sleeping habits, biometric analysis and building the latest scientific developments and technical innovations into its products, all with the goal of changing how people sleep, for the better.

Silentnight’s proven expertise, is further supported through collaborations with industry leading third parties, including university Knowledge Transfer Partnerships and a longstanding partnership with UCLAN to develop evidence-based products and marketing.

silentnight.co.uk Silentnight
Seven out of 10 people are sleeping on the wrong mattress
DID YOU KNOW?

An ice-cold Sprite has a distinctive, intense carbonation and a signature, thirst quenching lemon and lime taste. Recently, a new global platform has been launched for the brand titled, ‘Heat Happens. Stay Cool.’

Market

Sprite is the number one flavoured sparkling soft drink brand in the world and holds a leading position in Great Britain. It sits within the flavoured carbonated segment of the market and is currently in double digit growth, both in terms of volume and value, with +22.1% volume and +27.2% value YTD respectively. In Great Britain, Sprite also has 5.3% value share +0.3pts PY (Source: Nielsen, 10th September 2022).

Product

Crisp, refreshing and clean-tasting, Sprite is a lemon and lime flavoured soft drink. It is made with natural flavours and is caffeine free. Sprite is available in both a regular and a zero sugar variant, offering consumers the opportunity to make a choice as to their preference.

In the UK, Sprite is available in pack sizes ranging from 150ml and 330ml cans to 500ml and 2ltr bottles. The bottle design features a distinctive series of concave spots, which give a sensory hint of the bubbles created by the drink’s carbonation.

DID YOU KNOW?

Sprite

Achievements

Sprite is the world’s best-selling flavoured soft drink and is ranked as The Coca-Cola Company’s second largest soft drink worldwide. It is in the enviable position of being so well known that it is requested by consumers, throughout the globe, by name as shorthand for a lemon and lime soft drink.

Recent Developments

Using new breakthrough sensory technology, from February 2023 Sprite will be reformulated to create its best-ever taste. From facial expression technology to the way it makes consumers feel, the new formulation has surpassed the current version in the testing process.

This reinvigoration of the brand also encompasses a new look across the range, plus new attached caps fitted to ensure that the bottle and cap stay together when being enjoyed and then recycled.

Promotion

The idea for the name Sprite came from early Coca-Cola advertising. During the 1940s, an elf with silver hair and a big smile was used in promotions for Coca-Cola. The character was known affectionately as ‘the sprite boy’. The short, sharp, memorable sound of ‘Sprite’ was seen as an ideal name for Coca-Cola’s new lemon and lime brand.

Sprite was launched in the US in 1961 and represented The Coca-Cola Company’s first lemon and lime flavour entry into the soft drink arena. The word ‘Lymon’ was used in the late 1960s to describe its dual citrus flavour.

Sprite was first launched in Great Britain in 1989, where it found relevance with a young adult audience. In 1999, the Sprite Urban Games launched, championing grassroots urban sport. At the games in 2000, the work of street artist Temper was showcased. This relationship with youth culture saw the brand go on to commission other leading urban graffiti artists, including Will Barras and Mr Jago, to design limited edition cans between 2001 and 2003. In 2004, Sprite gave the public the opportunity to design limited edition Sprite packs through the Sprite Urban Creations competition.

This was also a monumental time for Sprite’s advertising in the UK. The first British-produced ad campaign for Sprite was set around the concept of ‘Only one Sprite is right’, with the call to action, ‘Obey Your Thirst™’. The ad introduced a mischievous sprite/goblin character who starred in the campaign, which was created and shot in the UK by London based agency, Lowe. The executions that followed saw the character appearing in the place of an actual Sprite drink, warning consumers that ‘Only one Sprite is right’.

uk.superbrands.com Superbrands UK Vol. 23
is sold in more than 190 countries

Recently, a new global platform was launched titled, ‘Heat Happens. Stay Cool.’ The concept centres on the idea that the feeling of ‘Heat’ is the enemy and draws on the reality of the world being more heated than ever before.

This is in both a physical and mental sense, leading consumers to seek out ways to cool

Brand History

1961 Sprite first hits the shelves in the US.

1974 Sugar free Sprite is introduced.

1989 Sprite and Sprite Light arrive in Great Britain.

1999 The Sprite Urban Games are launched as a celebration of grassroots urban sports.

2002 The first British-produced ad campaign for Sprite introduces the ‘Obey Your Thirst™’ call to action and the mischievous sprite/goblin character.

2021 Sprite celebrates its 60th birthday.

2022 Sprite is sold in more than 190 countries.

2023 A reformulation of Sprite is launched with a new look across the range.

down and clear their minds. With this concept, Sprite is the antidote to heat.

Brand Values

Sprite is renowned for its distinctive, intense bubbles and signature, thirst quenching lemon and lime taste providing ‘cut-through refreshment that cools you down’.

coca-cola.co.uk Sprite
Sprite is the number one flavoured sparkling soft drink brand in the world
DID YOU KNOW?

Designing and manufacturing premium

quality

writing instruments since 1835, STAEDTLER offers

a comprehensive range of stationery and craft products for the school, home and office, including instantly recognisable classics such as the yellow-and-black Noris school pencil. Innovation remains key to the company’s success with regular breakthroughs in design, performance and manufacturing

Market

In a competitive marketplace, STAEDTLER is the market leader for blacklead pencils and highlighters. It is also the third largest brand in the writing instruments and art category, in the retail market (Source: IRI, 2021). STAEDTLER supplies high street and online retailers, the education sector and B2B markets as well as having other independent trade customers. The brand has a presence in over 150 countries worldwide and is the largest manufacturer of wood-cased pencils as well as universal markers, erasers, mechanical pencil leads and modelling clays in Europe. Ongoing innovative product development to explore new colours, techniques and trends drives the brand forward. For example, the popular adult colouring sector was pioneered by STAEDTLER.

Product

The STAEDTLER product range has evolved over centuries to encompass a vast selection of premium quality writing and drawing instruments for the school, home and office. Its stationery range caters for every age group, starting with learner pencils for very young children.

Alongside this, STAEDTLER also offers an extensive craft range including its popular FIMO polymer modelling clay. STAEDTLER is renowned for producing high quality products and its iconic, market-leading yellow and black Noris school pencil has a market share of more than 66% (Source: IRI, 2021). Amongst its other internationally recognised classics are the Mars plastic eraser and the Lumocolor marker.

Achievements

Quality, reliability and design innovation, together with a clear environmental pledge, are at the heart of everything STAEDTLER does. This standpoint has helped to maintain the brand’s position as one of the top three brands in the UK writing instruments market. Over the years, STAEDTLER has won numerous accolades for marketing excellence, product innovation as well as customer supplier awards.

DID YOU KNOW?

STAEDTLER has its own forestry plantation in Ecuador, where wood used in its pencil manufacturing process is grown

Recent Developments

Consistent commitment to new product development has led to regular breakthroughs in product design, performance and manufacturing. Thanks to a development in STAEDTLER’s manufacturing technology, last year the company transformed its iconic yellow-and-black Noris school pencil by using upcycled wood chips during the production process. STAEDTLER’s new ‘Made from Upcycled Wood’ Noris school pencils are even more sustainable and durable thanks to this new process, which significantly reduces wood waste and gives wood leftovers an upgraded life as high-quality STAEDTLER pencils.

In 2022, STAEDTLER began the changeover of its Lumocolor marker pen range to 97% recycled plastic housing (barrel, cap and end cap). This change is part of a wider effort to reduce CO2 emissions by cutting down on the use of raw materials and ensuring pre-used plastic gets a new lease of life.

Promotion

The promotional activity of STAEDTLER is tailored to meet the requirements of the various channels that it sells into. In addition, it is also strongly promoted to consumers through carefully targeted campaigns across both digital and print media.

STAEDTLER has put digital promotion and advertising at the forefront of its above-the-line product campaigns, appealing to social media users with its wide range of popular stationery and craft products. STAEDTLER regularly engages with various social media channels to raise awareness of its products amongst both new and existing customers.

A recent digital advertising campaign, which promoted the STAEDTLER triplus pen range, led to a 50% increase in STAEDTLER UK’s social media following and a 95% increase in engagement. The ‘#MyColourStory’ campaign focused on the power of colour, encouraging teenagers and young adults with a passion

uk.superbrands.com Superbrands UK Vol. 23
STAEDTLER has its own charity initiative called World Kids Colouring Day, which encourages children across the world to draw and colour for a good cause
DID YOU KNOW?

for creativity to share their own colour stories on social media.

Brand Values

With its impressive heritage and international reputation, STAEDTLER remains committed to pioneering new product development and

attaining the highest possible standards of quality and reliability. At the same time, the company ensures that the premium quality product range is produced in the most efficient, environmentally friendly way with consideration for both natural resources and everyone involved in the process. The company is also committed to a CSR

Brand History

1662 Ancestor of the STAEDTLER founder, Friedrich Staedtler, works as a pencil maker in the German city of Nuremberg.

1835 Johann Sebastian STAEDTLER sets up his pencil manufacturing plant in Nuremberg.

1866 STAEDTLER employs 54 people, producing more than two million pencils annually.

1966 In the UK, STAEDTLER acquires the Royal Sovereign Pencil Company.

1968 Approximately 275 people are employed at the UK factory.

1973 Royal Sovereign-STAEDTLER Ltd becomes a wholly owned subsidiary of STAEDTLER Noris GmbH.

1997 The STAEDTLER Foundation is founded to support scientific research at German universities and cultural projects in the Nuremberg metropolitan region.

1999 The STAEDTLER box, a reusable, stand-up desktop storage box, is invented and patented.

2016 STAEDTLER (UK) Ltd celebrates its 50th anniversary in the UK with a year-long programme of activities.

2017 STAEDTLER has 21 manufacturing and distribution subsidiaries globally, employing more than 2,100 people and announces plans for its own plantation, to maintain the highest ecological standards of production.

2019 STAEDTLER releases its innovative leather-like polymer modelling clay, FIMO leather-effect.

2021 STAEDTLER celebrates 120 years of its Noris brand, best known for the black-and-yellow striped school pencil.

programme within the local community, working in particular with schoolchildren.

In 2022, STAEDTLER UK partnered with Disney on Stage’s ‘My First Show’ charitable experience, which gives underprivileged school children access to see theatre performances and experience STAEDTLER stationery.

staedtler.com STAEDTLER

As one of the world’s largest quick-service restaurant brands, Subway ® serves freshly made-to-order sandwiches, wraps, salads and bowls to millions of guests, across more than 100 countries in more than 37,000 restaurants every day. Subway ® restaurants are owned and operated by Subway® franchisees –a network that includes more than 20,000 dedicated entrepreneurs and small business owners –who are committed to delivering the best guest experience possible in their local communities

Market

Subway® stores are owned and operated by a network of more than 20,000 dedicated entrepreneurs and small business owners. With stores across the globe, and online delivery options available at the press of a button, it’s never been easier for Subway® guests to get their favourite meals anytime, anywhere.

Product

Home to the iconic Footlong and 6-inch, Subway® has always been centred on serving freshly prepared, high-quality food that is made-to-order as well as providing excellent customer service.

Subway®’s offering of ‘better-for-you’ meal options sets the brand apart from other QSRs by ensuring it provides consumers with more customisable menu options that include at least one of their five-a-day. This includes 97% of Subway®’s core meal options, that are classified as non-HFSS (high in salt, fat or sugar).

The commitment to provide delicious and freshly made food is reflected in Subway®’s on-going innovation, offering guests exciting ingredients and tasty new menu combinations. From festive specials to a great tasting range of vegetarian and plant-based choices, Subway® continues to surprise and delight its fans.

Achievements

Recently listed among the top 10 franchise businesses, in Elite Franchisee’s EF100 Guide, Subway® sits at the heart of the communities in which it operates.

In 2022, the brand worked with a Nottinghambased franchisee to sponsor 100 young people to attend a Commonwealth Games summer camp with a donation and a partnership with ‘Street Games’. This was a once-in-a-lifetime opportunity for local youngsters to attend a major sporting event and get involved in several summer camp activities.

Subway® continuously looks for solutions to improve the way it does business, particularly, innovations to become more sustainable. The introduction of recyclable alternatives and a reduction in its use of single use plastic (SUP)

for many packaging items such as napkins, cutlery and food boxes, has been rolled out in 2022 and is set to pave the way for a more sustainable future for the brand. This year, the brand has already reduced SUP by 1.2 million kg from across its European supply chain.

Recent Developments

Subway® recently commissioned a survey in Europe that revealed that 9 in 10 parents wanted to see healthier food and drink options for children’s meals in restaurants. To better serve their younger guests, Subway® was pleased to launch its new Kids’ Pack in October 2022 which aims to offer a refreshed option for children’s meals on the high street. The pack, which contains non-HFSS food items and includes 1-2 portions of the required 5-a-day, looks to build better relationships between children and vegetables. It also features a pack of seeds for kids to grow their own vegetables at home. The new menu item has also inspired

uk.superbrands.com Superbrands UK Vol. 23
Subway® began when Dr Peter Buck suggested a “submarine sandwich shop” to a US college student
DID YOU KNOW?
Subway ® was launched in the US over 50 years ago
DID YOU KNOW?

the creation of a Salad Squad®, a series of fun and friendly vegetable characters for children to collect. As a children’s menu offering, the Kids’ Pack includes better-for-you meal options for kids.

Promotion

Finding new ways to reach customers and embracing new technologies is of key importance to Subway®’s marketing strategy, which engages guests and audiences via an integrated 360-degree approach using a range of channels. In a world media first, Subway® launched an interactive 3D billboard in August 2022 at Westfield Stratford City shopping centre in London. Shoppers were

given the opportunity to customise their ultimate Sub on-screen, before seeing their creation come to life as Subway® ambassadors, hidden within the crowd, then delivering the Sub that they had just created to them.

This year also saw the exciting launch of the ‘The Subway Rewards® Meal Deal Millionaire’ popup restaurant, which was opened on a Subway® Super Yacht and hosted by Made in Chelsea’s Sam Thompson. Most recently, Subway® partnered with comedian and TV personality Judi Love to give the nation some savings on Subway® meals and help to make

Brand History

1965 A 17-year-old Fred DeLuca and family friend Dr Peter Buck open their first submarine sandwich shop in Connecticut.

1968 Fred renames his super sub store to the iconic ‘Subway®’.

1982 In just one year, Subway® opens an astounding 100 stores, resulting in the opening of the 300th location.

1984 The business expands internationally and opens a store in Bahrain.

1996 The first Subway® in the UK is opened in Brighton and it is still there today.

2015 Subway® celebrates the opening of its 2,000th store in the UK and Ireland in Hemel Hempstead.

2021 Subway® UK marks its 25th anniversary.

their money go that bit further, when it counts most. Subway® also partnered with FareShare, the UK’s biggest charity fighting hunger and tackling food waste, in helping provide more than 800,000 meals during the festive period.

Brand Values

As the world’s most prevalent sandwich shop, this high-street favourite is continuing its commitment to better service, fresh food and a more sustainable business. Fostering innovation through great tasting menus is at the heart of Subway®’s philosophy and is what continues to set them apart.

subway.com/en-GB Subway ®

Sunbelt Rentals is a global leader in equipment rental solutions.

It places its customers, colleagues, communities, and climate at its heart.

As the market leader, it has the most environmentally sustainable rental fleet and an enviable track record in its social impact initiatives which are positively transforming lives

Market

Sunbelt Rentals is a trading name of FTSE 100, Ashtead Group PLC, an international equipment rental company with networks in the UK, Europe, US and Canada. In 2021, it generated annual revenues of just under $8bn, from a fully owned rental fleet of more than 900,000 assets. Its 22,000 employees provide the widest range of rental products, services and solutions to more than 800,000 customers, covering every role from a skilled tradesman to a major project director. Its integrated rental solutions are uniquely deployed into each of the markets in which it operates. This includes Construction, Energy, Infrastructure, Industrial, Manufacturing, Data Centres, Government, Facilities Management, Sports & Music Events and Media Production.

In the UK, Sunbelt Rentals currently holds a 10% market share and has 4,100 employees (Source: Ashtead Annual report, market share is a management estimate based on IHS Markit market estimates).

Product

Sunbelt Rentals’ UK operation is the largest in its sector. It provides a wide breadth of rental equipment and deep expertise across specialist business teams that can; access, survey, test, detect, protect, manage, secure, support, connect, lift, move, dig, compact, drill, build, power, light, heat, cool and film.

Sunbelt Rentals can provide a fully managed service encompassing the design, planning, installation and project management of major projects providing safe and sustainable solutions. This includes maintenance, telematic insights and customer success analytics.

Achievements

Sunbelt Rental UK’s revenue saw a 20% growth in FY22, growing 61% over the past five years. It has an enviable awards cabinet and is annually recognised across the markets it serves. Highlights in 2022 include ROPSA Gold Award for the 11th year in a row, FORS Gold for the fifth year in a row, Event Hire Company of the Year at the Hire Association Europe awards and Best Barrier, Best Plant Equipment and Best Temporary Roadway at the Event Production Awards.

respond, pledging its customer promise to ‘Make it happen’. At the request of the UK Government, Sunbelt Rentals delivered the first temporary Covid-19 testing centres, a precision operation pulling together colleagues and equipment from across the business to build the sites, with some fully operational in as little as 48 hours. As a result of this success, Sunbelt was commissioned to design and deliver a total of 600 testing centres nationwide throughout the pandemic.

Sunbelt recently won a five-year contract to support and supply a range of Energy Solutions to a global client across Europe, opening its first large-scale Energy Solutions depot, located in Rotterdam in October 2022.

Recent Developments

Previously known as A-Plant in the UK, during the period 2010 to 2020 it acquired many leading ‘bolt on’ rental businesses, historically retaining the autonomy and identity of each brand by adopting a ‘House of Brands’ hierarchy. In 2021, to improve brand reach, visibility and operational efficiencies, these brands and operational duplications were dissolved to culturally align and create one unified team under one global brand, Sunbelt Rentals.

When the world went into lockdown, the opportunity arose for Sunbelt to demonstrate its agility to

In 2022, Sunbelt continued its growth strategy with more acquisitions, acquiring two specialist businesses to complete its clean energy provision and four specialist businesses to bolster its media production capabilities covering, Cameras, Grip, Lighting and Production Access.

Promotion

To create awareness of the rebrand and to reinforce its position in the market as a solutions provider, Sunbelt launched its new brand positioning in a top-level campaign across digital advertising, social, email as well as traditional print and digital trade publications. The campaign invites the customer to ‘Leave the HOW to us’. This emphasises Sunbelt’s expertise in proactively adapting to the specific requirements that clients may have.

The second wave of brand communications focuses on its ESG strategy, ‘Our Planet’

uk.superbrands.com Superbrands UK Vol. 23
Someone rents from Sunbelt Rentals UK every three minutes
DID YOU KNOW?

Sunbelt’s global action plan for transforming lives. The campaign illustrates its success in the market through thought-leadership initiatives at sector events and conferences, and through digital channels and direct customer channels, as well as internally through its own colleague App ‘Interaction’ and face-to-face ‘coal face’ briefings.

Brand Values

Through ‘Our Planet’, Sunbelt’s blueprint for a greener future, the company has already taken huge steps for positive change by supporting its

colleagues, customers, communities, and the climate. It provides a plan for how Sunbelt intends to drive carbon emissions down, while helping local communities thrive. It also addresses developing the skills required for the future as well as how to help customers achieve their sustainability goals. Sunbelt prides itself on availability, reliability and ease for its customers. Sunbelt has a rigorous customer feedback programme, Customer Voice, to monitor and constantly improve its service. In the UK, its vision is to ‘own the future of rental’. Its values are Safe, Innovative, Responsible, Expert, Teamwork and Action. Every month, staff are recognised for embracing these values and going the extra mile. In addition, Sunbelt also holds its annual ‘Hall of Fame’ Awards where the overall winners are rewarded with an allexpenses paid trip to the US.

In the UK, Sunbelt now has the largest fleet of low and zero-carbon equipment in the sector and has manifested this capability through

Brand History

1947 Ashtead Plant Hire Company Ltd (A-Plant) is founded in Ashtead, Surrey.

1984 Ashtead Group PLC is formed with revenues of £1m.

1986 Ashtead Group PLC lists on the London Stock Exchange.

1990 Ashtead acquires Sunbelt Rentals in the US.

2000 Ashtead acquires Rentokil Initial PLC, doubling the size of the company in North America.

2006 Sunbelt acquires NationsRent Inc. and becomes the second-largest rental company in the US.

2014 Sunbelt enters Southwest Canadian market by acquiring GWG Rentals.

2017 Sunbelt doubles the size of its Canadian business acquiring CRS.

2019 The company moves into the film production sector with the acquisition of William F. White in Canada.

2020 A-Plant rebrands as Sunbelt Rentals in the UK.

2022 Sunbelt Rentals UK acquires film production specialists Movietech, PKE lighting and Media Access Solutions.

sustainable projects such as the COP26 global climate change conference, where it delivered a zero-carbon event solution.

Its dedicated Social Impact team has generated £54m in social value, supporting disadvantaged groups with environmental community projects, skills, education, and social equality initiatives. Engaging schools, young people, veterans and ex-offenders as well as recruiting people from the communities in which it operates across the UK and Ireland.

sunbeltrentals.co.uk Sunbelt Rentals
Sunbelt provided a carbonneutral event for the COP26 climate conference
DID YOU KNOW?
Sunbelt constructed 600 UK Covid-19 testing sites during the pandemic
DID YOU KNOW?

Tata Consultancy Services (TCS) has retained both its position as the UK’s most trusted IT partner and its ranking as the UK’s largest supplier of software and IT services (SITS) in revenue for the second year by TechMarketView, authenticating its position as a key contributor to the British economy

Market

TCS has been operating in the UK for over 45 years and continues to expand its market share through new strategic partnerships. The company recently reported its highest ever global revenue, with the UK market growing by 14.3% to reach £2.99bn in 2021.

Over the last two years, TCS’ leadership and technology expertise helped many UK businesses to quickly adopt agile remote-working practices and safeguard their employees, so they could maintain continuity and thrive despite the disruption.

Product

TCS provides trusted IT consultancy to some of the biggest British brands, including BT, Virgin and Nationwide. However, the company’s success is not simply related to the number or size of its impressive customer base, but is a reflection of its proven history in delivering innovative technology solutions and IT consultancy.

Last year, TCS won several contracts to accelerate digital transformation of the nation’s local government services. This includes being appointed as strategic partner to the Student Loans Company (SLC), for delivery of internal and external business applications and services, and Commercial-Off-The-Shelf (CoTs) technologies. The company also recently signed a 10-year contract with Transport for London (TfL) to implement a sophisticated cloud-based mobility system that will reimagine the administration of taxi and private hire vehicles across the capital.

In July, TCS launched the ‘INNOVATE’ workspace and agile incubator powered by TCS Pace™ at Boots’ headquarters in Nottingham. TCS continues to drive the transformation of the British retail sector and encourages a start-up culture by helping employees develop new skills. From its work in the insurance sector, TCS was recently selected by Phoenix Group to launch an Innovation Forum in collaboration with TCS’ Co-Innovation Network (TCS COIN™) and FinTech Scotland, which is essential to encourage greater

The past year has seen TCS secure the top spot in customer satisfaction among the UK’s top IT spending companies for the seventh consecutive year, achieving the highest score of 82% by independent analyst firm, Whitelane

financial inclusion and ensure the wellbeing of customers.

Achievements

The past year has seen TCS secure the top spot in customer satisfaction among the UK’s top IT spending companies for the seventh consecutive year, achieving the highest score of 82% by independent analyst firm, Whitelane

Research. In recognition of the company’s commitment to its employees, TCS also received Top Employer status after being named as one of the UK’s Top 25 Best Big Companies to Work For by the Top Employers Institute.

Consistent growth and a focus on nurturing talent has meant TCS is one of the largest IT employers in the UK, with around 19,000 employees in a workforce that is increasingly diverse in terms of race, nationality, ethnicity, gender, age and sexual orientation.

At the 2021 HR Network Scotland National Awards, TCS won Best Employer / Workplace of the Year after impressing the judges by seamlessly transitioning to Secure Borderless Workspaces™ during the pandemic as part of an innovative and agile remote working model that safeguards the health and wellbeing of all employees.

Recent Developments

It has been one year since TCS committed to continue ‘building on belief’, as part of an ambitious brand vision to shape a better future for individuals, local communities and the planet.

uk.superbrands.com Superbrands UK Vol. 23
DID YOU KNOW?

The company reported an increase in annual revenue reaching £2.99bn in 2021. With 30 offices across the UK and Ireland, it has continued to expand operations by opening a new Global Delivery Centre in Letterkenny, a cybersecurity threat management centre in Manchester and a sustainable digital co-innovation workspace in Royal Leamington Spa.

Promotion

As part of a global sports sponsorship strategy, TCS became the official title partner of Jaguar’s Formula E racing team in November 2021; known as Jaguar TCS Racing. TCS will leverage its expertise in technology transformation of the entire electric vehicle (EV) value chain to support Jaguar in becoming a brand leader in low-carbon emissions, sustainable mobility

DID YOU KNOW?

Brand History

1968 Tata Computer Systems is launched as a division of Tata Sons and is India’s first software services company. It later becomes Tata Consultancy Services.

1976 The company begins to operate in the UK.

2005 ‘Experience Certainty’ becomes TCS’ brand position and remains as the core brand identity until 2021.

2018 TCS celebrates its 50th anniversary with ‘TCS 50’, a campaign highlighting the rich history of the company.

2021 ‘Building on belief’ becomes TCS’ new brand positioning, as it focuses on becoming a growth and transformation partner.

2022 TCS becomes the official title partner of the London Marathon and the official technology partner of the Jaguar TCS Racing Team.

to enhance the event experience by harnessing the power of technology and make it the most inclusive mass-participation race in history. The relationship builds on five years as the primary technology sponsor, during which TCS developed the in-race app so more than 21,000 virtual participants could cross the finish line in 2021. The London event joins an impressive portfolio of TCS marathon title sponsorships in Amsterdam, New York, Mumbai and Shanghai.

and a catalyst for electrification of the global EV ecosystem.

In 2022, TCS became the official title sponsor of TCS London Marathon, with a mission

TCS’ brand values include a commitment to promote sport, health and wellbeing in local communities and through this partnership, TCS will work closely with schools across England to promote the ‘mini marathon’ event which encourages children to get involved in the race and embrace a healthy lifestyle.

Brand Values

TCS follows the Tata Group philosophy of building sustainable businesses that are rooted in both local and global communities and demonstrate care for the natural environment by following a collaborative approach, in which social, economic and environmental issues are addressed.

Harnessing the power of technology to drive growth and building a cleaner planet are not mutually exclusive objectives. TCS is also committed to using renewable energies and reducing 70% of its carbon emissions by 2025, to become a net zero emitter by 2030.

tcs.com Tata Consultancy Services
TCS has announced plans to reduce its absolute greenhouse gas emissions by 70% by 2025 and achieve net zero emissions by 2030

Tate & Lyle is a world leader in ingredient solutions for healthier food and drink. Through its wide portfolio of ingredients and leading expertise in sweetening, mouthfeel and fortification, Tate & Lyle takes sugar, calories and fat out of food, and adds in nutritious ingredients such as fibre and protein, without compromising taste. A purpose-led business, Tate & Lyle is dedicated to transforming lives through the science of food

Market

Tate & Lyle is a global organisation operating in 39 countries. With 3,500 employees working together across manufacturing, ingredient and application development as well as collaborating with customers, Tate & Lyle is helping to define the future of food. By understanding trends in food, nutrition and consumer preferences, Tate & Lyle provides expertise that enables brands, from multi-nationals to local players, to launch nutritious and innovative products with great taste and texture and to enhance household favourites with health benefits and made with less environmental impact. Every day, across the world, millions of people enjoy food and drink containing Tate & Lyle products.

Product

Tate & Lyle is a leader in the creation of food ingredients. An enviable bench of the industry’s finest scientists, formulators and nutritionists research and develop ingredients to create solutions that add taste, mouthfeel, nutrition and functionality to a wide range of foods and beverages. Starting always with the customer’s challenge or opportunity, Tate & Lyle brings together consumer and category insight with ingredients and technical capabilities across sensory, applications, prototyping and regulatory to provide customers with the solutions they need. From sumptuously smooth, no added sugar ice-creams, to fibre filled yoghurts that support digestive health, nothing is too challenging when it comes to co-creating the very best in food.

With a long history in sweetening, Tate & Lyle has a world leading sweetening portfolio, led by expertise in reducing sugar and associated calories, while keeping the all-important sweetness and taste that define its customers’ brands. Its leading products in this area include SPLENDA® Sucralose, created by Tate & Lyle, with sucralose now the most widely formulated with no-calorie sweetener worldwide. Its DOLCIA PRIMA® Allulose is a game-changing ingredient that acts like sugar in a formulation, but has 90%

fewer calories. Stevia is another of its products in high demand, as the low- and no-calorie sweetener with the highest growth rate in industry new product development worldwide.

Making tasty food healthier is as much about putting things in as it is about taking things out. Adding fibre, which not only supports digestive health, but can also be used to reduce sugar and calories as well as lower glycaemic response, is a key area of expertise for Tate & Lyle with its PROMITOR® Soluble Fibre brand.

How food feels in the mouth is a science in itself. From low fat or low calorie to clean label or gluten free, Tate & Lyle’s sensory expertise and range of texturants add body, replace fat and extend the shelf-life of products, with CLARIA® Functional Clean-Label Starches being an in-demand range in the portfolio. Tate & Lyle has developed a new, optimised manufacturing process to make CLARIA® with a 34% reduced carbon footprint and using 35% less water.

Achievements

Tate & Lyle is a purpose-led, science-driven and growth-focused business. Demand for its

uk.superbrands.com Superbrands UK Vol. 23
Tate & Lyle is the only original founding member of the FT 30 in existence and is now listed on the FTSE 250 ©Getty Images
DID YOU KNOW?
©Nayeli Reyes Cuentos Culinarios

products, solutions and services are high and growing, with revenues of £1.4bn for the year to March 2022, an increase of 18% on the previous year.

Tate & Lyle employees live the company purpose of Transforming Lives through the Science of Food every day to make a positive impact on millions of people’s lives. With ambitious targets and commitments, Tate & Lyle has supported healthy living by removing four million tonnes of sugar from people’s diets, equivalent to 16 trillion calories, in the past two years alone. Additionally, it has been building thriving communities with programmes focused on delivering nutritious meals to those in need, around three million since 2020. Finally, Tate & Lyle is focused on caring for the planet with stretching targets on emissions (having already eliminated coal from operations in 2021), sustainable agriculture, water usage, and waste.

Recent Developments

In 2022, Tate & Lyle completed the sale of a major business unit in the Americas, enabling the company to focus on its speciality ingredients portfolio.

Tate & Lyle’s recent acquisitions of specialist functional ingredient businesses in Asia Pacific, a key growth market, include a leading stevia business, Sweet Green Fields, and dietary fibre business, Quantum Hi-Tech (Guangdong) Biological Co., Ltd, both in China. It has also acquired Nutriati, a North American chickpea ingredient company, and in 2021, Tate & Lyle acquired a majority shareholding in a wellestablished tapioca modified food starch manufacturer located in Thailand, Chaodee Modified Starch Co., Ltd.

Promotion

Recently Tate & Lyle launched a uniquely ownable positioning – Science\Solutions\Society – with a new brand identity evolved from pride in past successes to looking forward to solving the food challenges of the future with a positive impact on society.

Tate & Lyle uses digital platforms to connect with its global customers, creating hubs and centres of excellence to share and expand expertise, while also taking every opportunity to co-create with partners on solutions in its network of 16 Customer Innovation and Collaboration Centres.

Brand Values

Tate & Lyle has an uncompromising commitment to serving customers through collaboration and innovation, and for creating food that consumers love to eat all over the world. At Tate & Lyle, everything comes down to three simple things – science, solutions and society – driving the purpose of Transforming Lives through the Science of Food and the commitment to living that purpose every day.

Brand History

1859 Henry Tate goes into business with John Wright, a sugar refiner.

1869 Tate’s two sons, Alfred and Edwin, join the business, forming Henry Tate & Sons, and open a new refinery in 1872.

1883 Abram Lyle & Sons opens Plaistow Refinery in London.

1921 Henry Tate & Sons and Abram Lyle & Sons merge.

1976 Sucralose, a no-calorie sweetener, is discovered by Tate & Lyle in partnership with researchers at Queen Elizabeth College, University of London, which leads to the creation of SPLENDA® Sucralose.

2007 PROMITOR® Soluble Fibre, a cornbased soluble fibre, is created.

2010 The sugar business is sold to American Sugar Refining, Inc (ASR) and the long association with refined sugar production ends. The Tate & Lyle Sugar name is licensed to ASR to ensure the familiar Tate & Lyle brand remains on supermarket shelves.

2012 TASTEVA® Stevia Sweetener is introduced to deliver a better-tasting, plant-derived solution that is suitable for use in sugar-free, no-sugar-added and reduced-sugar beverages and foods.

2014 CLARIA® Functional Clean-Label Starches range is created to offer a clean, neutral taste and colour comparable to traditional modified food starches, versatile across a broad range of applications and sophisticated processes.

2015 Tate & Lyle is the first ingredient producer to commercialise allulose, a low calorie sweetening ingredient with 90% fewer calories than sugar, with the launch of DOLCIA PRIMA® Allulose.

2022 The Primary Products business (bulk sweeteners, acidulants, industrial starches, personal care, co-products and ethanol) is sold and Tate & Lyle becomes solely a food and beverages speciality business.

tateandlyle.com Tate & Lyle
SPLENDA® and the SPLENDA® Logo are trademarks of Heartland Consumer
Products LLC
©Tate & Lyle

tommee tippee ® is the number one baby feeding accessories and sleep brand in the UK* and one of the top brands of infant products and accessories in the global market providing innovative, intuitive and stylish products loved by babies and recommended by generations of parents

Market

The UK baby accessories market is estimated to be worth approximately £301m (Source: 52 w/e IRI and Edge to 7th Sep 2022) and encompasses everything from bibs and bottles, to monitors and harnesses. It does not include nappies, wipes, toiletries, formula milk, baby food or nursery furniture. tommee tippee® is the leading brand across the baby accessories market, ranking in the top two in nine of the main subcategories; including the number one position in Infant Feeding Equipment, Sleep Reassurance and Sleep Wearing (Source: 52 w/e IRI and Edge to 7th Sept 2022).

tommee tippee® also has a quarter of the total market share by value (Source: 52 w/e IRI and Edge to 7th Sept 2022).

Product

Every tommee tippee® product has been designed around one key principle – to make parents’ lives easier. Since introducing the original spill-proof cup, tommee tippee® has earned a reputation for its clever ideas and the quality of its intuitive products that support children on their journey from newborn through to independent sleeping and feeding.

In recent years, significant additions to the product portfolio have included the Closer to Nature® baby feeding bottle, Perfect Prep™ formula feed maker and the Made for Me™ breastfeeding range of breast pumps and breastfeeding accessories.

In 2022, tommee tippee® launched its first Wearable Breastpump. Completely handsfree, the tommee tippee® Made for Me In-Bra Wearable Breast Pump is portable and discreet, allowing mums to express milk while going about their daily routine. Equipped with smart ConstantComfort technology, the pump is designed to mimic baby’s suckling sensation for a gentle and more natural pumping experience. Whilst the

supporting app delivers personalised insights into an individual user’s pumps including how much breastmilk is expressed.

The brand’s most recent innovation is the Dreamsense Smart Baby Monitor. The smart sleep monitor that reassures, notifies and tracks, helping parents to relax and get a restful night’s sleep. The baby unit features a HD night-vision camera that senses many factors including sounds, humidity, temperature and light as well as sending a live feed to the parent pod and smart app. The wireless and rechargeable parent pod is so much more than a traditional audio monitor. It allows parents to take a break from constant monitoring by communicating with the baby unit constantly, but only notifying the user of changes in baby’s sleeping environment when necessary, using audio and coloured lights.

Achievements

tommee tippee® continues to impress industry professionals and parents alike with its products winning an array of awards.

Once again, tommee tippee® swept the board at the Made for Mums awards with 13 wins in total, including five Gold awards – Best Manual Breast Pump for the Made for Me Manual Breastpump; Best Nappy Changing Accessory for Twist & Click Nappy Disposal Bin; Best Home Safety Product and Best Nursery Accessory for the Groegg2; as well as Game Changer Parenting Product for

uk.superbrands.com Superbrands UK Vol. 23
tommee tippee ® sells more than 3.5 million bottles every year * DID YOU KNOW? *Source: 52 w/e EPOS to 14th August 2022 *Source: 52 w/e IRI and Edge to 7th Sep 2022

the Dreammaker Light & Sound Sleep Aid. tommee tippee® was also awarded four coveted Mother & Baby Awards including two Golds for the Kalani Teether and Made for Me Nipple Cream. The brand has also been awarded a selection of awards for its recent campaign work. The Booblife campaign won Global Campaign of the Year at the 2022 PRWeek Global Awards as well as two Drum Awards.

Recent Developments

tommee tippee® is committed to a more sustainable future. It believes that every baby has the right to a great start in life and the world they are born into is set up to provide it for them.

Over the past two years, tommee tippee® has made some significant steps towards its sustainability goals including removing 414 tonnes

of single-use plastic from its packaging with the goal of eliminating it from packaging by 2025.

Promotion

Following the success of The Boob Life campaign in 2021, tommee tippee® aims to shift the online culture of criticism with the launch of its new global campaign, The Truth Is. The world can feel like a hostile place for new parents – conflicting information, toxic social spaces, ‘perfect’ parenting images. This can leave mums and dads feeling overwhelmed and low in confidence.

tommee tippee® wants to change the world of parenting with #TheTruthIs – a participatory campaign that assures, inspires and empowers parents to speak their truth and creating a compassionate and safe culture for them to thrive in. The message is simple, #TheTruthIs

Brand History

1965 Manufacturing rights are acquired for tommee tippee® baby products in the UK and Europe.

1986 tommee tippee® introduces Pur™, the first silicone teat to the market with Sip ‘n’ Seal, the first non-spill baby cup, launching two years later.

1997 tommee tippee® buys Sangenic® – a patented nappy disposal system.

2001 Easiflow becomes the first baby cup to be accredited by the British Dental Health Foundation.

2006 The launch of Closer to Nature® changes the face of newborn feeding.

2009 tommee tippee®’s new ‘star’ brand identity is introduced and the following year the brand launches in the US and Canada.

2017 tommee tippee® launches in China.

2018 The company acquires The Gro Company and launches Perfect Prep® Day & Night in the UK and launches its Advanced Anti-Colic bottle worldwide.

2019 tommee tippee® launches its first direct to consumer e-commerce site in the UK.

2021 tommee tippee® launches its first Connected product, ‘Timekeeper™ Connected Sleep Trainer Clock’.

2022 tommee tippee® launches its first Wearable Breastpump and Dreamsense Smart Baby Monitor.

there are infinite truths when it comes to parenting and everyone’s every day is different. And that’s ok. By encouraging open and honest parenting truths, tommee tippee® wants to change conversations from critical to compassionate and make the world a better place for mums and dads – whatever their truth.

Brand Values

This award-winning brand was launched in the UK more than 50 years ago and was founded with one simple goal – to make everyday life just a little easier for parents around the world.

tommee tippee® is as fully committed to that original goal today as it was in 1965. That’s why the brand works tirelessly to create innovative and stylish products which are designed to look and feel as great as they work.

tommeetippee.com tommee tippee ®

Market

In the years since the birth of TONI&GUY, hairdressing has become a sophisticated industry worth billions, spawning some of the most influential and creative artists in the beauty and fashion sector. From individual salons to global chains, competition is fierce with consumers demanding the highest quality and service. Having helped to change the face of the industry, this multi-awarded Superbrand has nearly 700 salons across 40 countries.

Product

TONI&GUY salons aim to offer a consistent level of service, guaranteed quality, exceptional cutting and innovative colour, in contemporary but welldesigned salons. All techniques practised by the stylists are taught by highly trained and experienced educators in 20 education hubs around the world.

The multi-award-winning label.m Professional Haircare range was created by Toni and his daughter, Sacha Mascolo-Tarbuck, in 2005 and in 2013, label.m became the first product line recognised by the British Fashion Council as London Fashion Week Official Haircare Product. A percentage of sales from label.m products that carry the logo are now donated to support emerging international design talent.

In 2022 the range re-launched as LABEL.M. The new and improved LABEL.M range has been upgraded to deliver results like never before. The technological innovations of expert scientists and manufacturers have been combined to revamp the LABEL.M range, ensuring infinite care and deep knowledge has been poured into every single product. The gender-neutral, universal range includes more than 50 haircare and styling products, centred on a five-category system that targets five primary haircare solutions. Colour-coding simplifies selection of Cleanse, Condition and Care products to suit haircare routine needs. Meanwhile, Create and Complete high-performing products are suitable for all hair types.

DID YOU KNOW?

Co-founder and CEO Toni Mascolo OBE still cut hair one day a week, alternating between London’s Sloane Square and Mayfair stores, until shortly before he passed away in 2017

British Hairdressers and an International Legend Award at the Association Internationale Presse Professionnelle Coiffure Awards. Toni was also an Honorary Professor of Durham University and recognised as one of the 10 most successful Italians in the UK.

Undoubtedly one of the most celebrated entrepreneurs in hairdressing, Toni also received the Primi Dieci Award at BAFTA. Toni’s daughter, global brand director and owner Sacha Mascolo-Tarbuck, was the youngest ever winner of Newcomer of the Year at 19 years-old. Additional awards include London Hairdresser of the Year, Hair Magazine’s Hairdresser of the Year, Creative Head’s Most Wanted Look of the Year, and its Most Wanted Hair Icon in 2009, in addition to Fashion Focused Image of the Year from the Fellowship for British Hairdressing as well as Hairdresser of the Year.

Recent Developments

Achievements

TONI&GUY has a worldwide brand presence and is recognised for its strong education network. “Education, education, education,” was often quoted by Toni Mascolo and is considered to be the cornerstone of this hairdressing powerhouse. An average of 100,000 hairdressers are trained each year, with more than 6,000 employees worldwide. This philosophy of motivation, inspiration and education is key to the brand’s success.

Co-founder and CEO, Toni Mascolo OBE, sadly passed away in 2017. During his illustrious career, he guided the direction of TONI&GUY and received much recognition for his work. Toni won London Entrepreneur of the Year and received an OBE for his services to the British hairdressing industry in 2008. He was also honoured with an International Achievement Award from the Fellowship for

For 60 years, TONI&GUY’s philosophy has been rooted firmly in education, upholding the brand’s heritage of educating its teams to the highest levels, with focus on expanding its global education offering digitally and bringing the TONI&GUY expert community together under one platform, The Learning Hub.

In 2021, Daniele De Angelis of TONI&GUY Shoreditch won London Hairdresser of the Year at the BHAs for the second time, the 12th time for the company with Siobhan Haug of TONI&GUY Covent Garden taking the title of British Colour Technician of the Year and Avant Garde Hairdresser of the Year going to Sylvestre Finold of TONI&GUY Wimbledon, his third win and 10th time for the company. Furthermore, at the Fellowship of British Hairdressing Awards, Efi Davies of TONI&GUY Sloane Square was awarded Snapshot Image of the Year.

The legendary artistic team, under the direction of Cos Sakkas, has received numerous awards over the years, including 82 British Hairdressing Awards. In 2022, this success continued with

uk.superbrands.com Superbrands UK Vol. 23
TONI&GUY has long been renowned as an innovator within the hairdressing industry, bridging the gap between high fashion and hairdressing. Toni Mascolo OBE’s franchise model has maintained the company’s high education and creative standards, protected the brand and made successes of thousands of TONI&GUY hairdressing entrepreneurs worldwide

Cos Sakkas, TONI&GUY’s global creative director, winning the prestigious British Hairdresser of The Year award at the HJ British Hairdressing Awards (BHA) as well as being recognised and awarded International Hairdresser of the Year status and Fellowship for British Hairdressing’s Image of the Year as well as Hairdresser of the Year, he is now the first person to hold three highly prestigious titles at the same time, which is a testament to his passion, skill and dedication to the craft of hairdressing.

Promotion

TONI&GUY.TV launched in 2003 to enhance the in-salon experience. Containing up-to-the-minute content, today it still receives more than 83,000 views per week in the UK. TONI&GUY Magazine launched the same year to communicate the brand’s heritage and philosophy, focusing on key

trends in fashion, the arts, beauty and travel. Distributed in salons across the globe, the magazine promotes the inspirational, accessible face of the company. Furthermore, it won Best Consumer Publication in 2011 at the APA Awards.

Fashion has always been a major pillar of the brand. In 2004, the link grew even stronger when it first began sponsoring London Fashion Week. The TONI&GUY Session Team works on more than 80 shows per year in London, New York, Paris, Milan, Tokyo and Shanghai, offering support to key designers including Mary Katranzou, Pam Hogg, David Koma, Paul Costelloe, JW Anderson and House of Holland, among many others. TONI&GUY has also been awarded Consumer Superbrand status for 14 consecutive years and is proud to support the industry.

Brand History

1963 TONI&GUY is launched from a single unit in Clapham, South London by Toni Mascolo and his brother Guy.

1982 The TONI&GUY Academy launches.

1985 TONI&GUY’s first international salon opens in Tokyo, Japan.

1987 TONI&GUY’s first franchise salon opens in Brighton.

2001 The TONI&GUY signature haircare range is launched. The following year, Toni and Pauline Mascolo launch the TONI&GUY Charitable Foundation.

2003 TONI&GUY Magazine and TONI&GUY.TV are launched in the UK with the brand becoming the Official Sponsor of London Fashion Week the following year.

2005 label.m Professional Haircare by TONI&GUY launches.

2008 Toni Mascolo receives an OBE for his services to the British hairdressing industry.

2011 TONI&GUY becomes Official Sponsor of the British Fashion Awards.

2016 TONI&GUY enters a partnership with Samsung to bring the latest window screen technology to 150 salons.

2020 TONI&GUY celebrates 15 years of label.m and being a partner of London Fashion Week.

2022 TONI&GUY relaunches its professional haircare range, LABEL.M Personalised Haircare and Cos Sakkas is crowned British Hairdresser of the Year.

TONI&GUY continues to take the safety and well-being of clients as being as important as its image. During a challenging year globally, TONI&GUY took the opportunity to redesign and refresh salons, introducing the necessary measures to make clients’ long awaited first visit back to the salon as comfortable as possible.

Brand Values

TONI&GUY’s reputation has been built on an impeccable pedigree and foundation of education, fashion focus and friendly, professional service. It aims to encompass the importance of local and individually tailored, customer-led service, promoting an authoritative, cohesive and –most importantly – inspiring voice.

toniandguy.com TONI&GUY

Vodafone is the UK’s most valuable brand * and a leader in mobile phone and broadband technology. It is committed to connecting the UK through its reliable, award-winning broadband and mobile network with Vodafone EVO and Vodafone Pro II Broadband

*Source: Brand Z, 2022

Market

Vodafone is at the heart of the telecommunications market, which includes mobile network and broadband connectivity with the UK’s largest full fibre footprint, of more than nine million homes. The sector has several large, dominant players and in recent years, many smaller challenger brands have also entered the market.

Product

Vodafone’s hero products are Vodafone EVO in mobile and Pro II in broadband. Vodafone EVO is a flexible mobile offering that puts customers in control of how they pay for their new smartphone or watch. EVO lets customers decide how much they want to pay upfront for their new device and the time period over which they want to pay it off – from 3 to 36 months. Customers can also trade in their old phone, helping them to get the phone they want with a price plan that works for them.

Vodafone Pro II Broadband recently relaunched with the UK’s fastest wifi technology, giving customers exceptional broadband speeds, throughout the home. Bringing the additional reliability of full

fibre together with Vodafone’s all-new Ultra Hub and Super WiFi Booster, customers can game, stream and surf simultaneously at speed. More than 150 devices can be connected at one time, making it adaptable for the connectivity demands of even a large household.

Achievements

Vodafone recently reached its goal of connecting one million people living in digital exclusion through its ‘everyone.connected’ programme and has committed to connecting four million in total by the end of 2025. Vodafone is also supporting vulnerable customers by offering both fixed and mobile social tariffs, with its ‘social broadband’

being the cheapest on the market at £12 per month. Vodafone also recently launched a ‘free broadband for 12 months’ offer to help small businesses through the economic crisis.

Vodafone unveiled its 5G-enabled haptic suits at the Mighty Hoopla Festival in 2022. This wearable tech allows deaf and hard of hearing fans to feel the music through vibrations, delivered by 24 touchpoints around the suit, to provide a multisensory experience. The use of Vodafone’s 5G network allows the suits to capture the sound of the crowd live and transmits the sensation to the wearer in real time – a world-first innovation which could change the experience of music for millions of deaf and hard of hearing people.

Vodafone has a goal of reducing carbon emissions to net zero by 2040. In 2022, it was the principal partner of COP27 in Egypt, providing connectivity and showcasing how digital technologies can help address climate change. Back in the UK, Vodafone has switched on the UK’s very first live wind- and solar-powered mobile phone mast in Pembrokeshire, Wales.

uk.superbrands.com Superbrands UK Vol. 23
Vodafone was responsible for the UK’s first ever mobile call and the world’s first text message
DID YOU KNOW?

To help eliminate e-waste, make phones more affordable and encourage a more circular economy in the mobile phone market, Vodafone aims to increase the number of traded-in, refurbished and recycled devices. Purchasing a refurbished smartphone saves around 50kg of CO2e (Carbon Dioxide Equivalent).

Another of Vodafone’s collaborative programmes is The Smart Sound Connect Marine 5G Mobile Private Network, deployed by Vodafone in partnership with Nokia and operated by Plymouth Marine Laboratory (PML). It is the world’s first 5G marine-focused testbed, at the forefront of marine and maritime innovation. The testbed will be free to use for local and international businesses to create and develop marine 5G use cases. The first 5G trialists for Smart Sound Connect include Lloyd’s Register, the National Physical Laboratory, Serco, and The Bounty Project. The 5G network will be augmented by a highspeed data mesh network from Steatite.

Recent Developments

Vodafone has recently become the largest provider of full fibre across the UK, which is five times more reliable and, according to Ofcom, up to 25 times faster than copper broadband, solidifying Vodafone as the converged challenger in the UK market. To make full fibre available to more homes than any other provider,

Vodafone has created a unique combination of partnerships with CityFibre and Openreach.

Promotion

Since the launch of its #BeUnlimited campaign, Vodafone creative has sought to present itself as a bright, modern, inclusive UK brand that reflects the diverse customer base it serves. Embracing the brand’s hero colour, the ‘red in red world’ creative concept shows UK families enjoying the benefits of Vodafone connectivity.

As the official connectivity partner of Wimbledon, Welsh Rugby Union and the British & Irish Lions, Vodafone uses its technology to bring fans closer to the sporting action and helps them #FeelTheConnection with the things they love.

Vodafone’s award-winning VeryMe rewards programme offers everything from every day to once in a lifetime offers, rewards and experiences

Brand History

1985 Vodafone is launched on 1st January from a courtyard in Newbury, Berkshire, enabling the first cellular call on a UK network from Parliament Square to Surrey.

1991 Vodafone launches the first digital mobile phone service in the UK.

1992 The brand sends the world’s first SMS on 3rd December, which says “Merry Christmas”.

1995 Vodafone reaches the five million customers mark.

2001 Vodafone launches GPRS nationwide across the UK and the first 3G voice call is made over the Vodafone 3G Network.

2006 Customer numbers grow to 10 million.

2011 Vodafone launches JustTextGiving, raising more than £44m for charity.

2012 Cable & Wireless Worldwide is acquired.

2015 Vodafone launches home broadband and wifi calling.

2019 Speed tiered unlimited data plans are launched.

2021 Vodafone launches Vodafone Evo and returns to sponsorship by partnering with British & Irish Lions.

2022 Vodafone become the official connectivity partner of Wimbledon and the Pro II is launched, with its Super WiFi 6E Booster able to connect more than 150 devices at the same time with 4G broadband back-up.

for the whole family. It works in partnership with popular brands such as Costa Coffee, Cadbury and Just Eat to give customers little treats that make a big difference.

Brand Values

Vodafone is driven by its purpose, to help customers connect for a better future, as it is passionate about connectivity improving lives. Driven by this belief, Vodafone aims to provide reliable network and broadband coverage, that is flexible to meet the needs of customers, at unbeatable value. For those who can’t afford connectivity, Vodafone has recently reached its goal to deliver over one million connections through its ‘everyone. connected’ programme. This journey continues with the brand’s goal of connecting four million in total by the end of 2025.

vodafone.co.uk Vodafone
Vodafone 5G is available in 193 locations around the world
DID YOU KNOW?

From its origins as a challenger brand in the postal sector, Whistl has grown and diversified to become the UK’s leading logistics specialist in e-fulfilment, contact centres, mail and parcels. It is on a mission to grow by doing a great job, with can-do people working efficiently to deliver exceptional services to all its customers

Market

After beginning life as a mail company in 2004, under the TNT Post brand, Whistl Group has evolved into a cohesive portfolio of businesses in the highly competitive ecommerce and logistics sectors. Organic growth has seen Whistl become the largest Downstream Access Mail provider in the UK and since 2014, it has had over 50% market share. In recent years, diversification through acquisition has been pivotal in transforming the business from mail only to becoming the UK’s leading logistics specialist, with a turnover of £820m.

Product

The Whistl Group specialises in ecommerce fulfilment, contact centres, doordrop media, mail and parcel delivery management, both in the UK and internationally. It offers tailored solutions to large corporates and SMEs which benefit from the business’s economies of scale and scope.

In the UK, Whistl is the market leader in mid-market, multi-user warehouse fulfilment. Its key strength lies in its ability to provide easily implemented flexible solutions as well as cost effective, multi-carrier services. For fast growing ecommerce businesses, multi-site warehousing facilities, complemented by the added value of contact centre services, are particularly beneficial.

Whistl is also the largest parcel broker in the UK, some five times larger than its nearest rival. Within this, it operates two brands; Whistl Parcels, which focuses on large organisations and core strategic customers using its national network; and Parcelhub that is aimed at medium sized organisations and large SMEs with a more regionalised service. It offers a unique portfolio of bespoke multi-carrier management, outsourced tracking support, bulk mail and fulfilment solutions that are flexible and scalable.

In addition, Whistl also provides a complete import shipping service with customs clearance entry, gateway handling and freight forwarding support as well as cross-border export shipping services. Customers have the flexibility to use its

full-service ecommerce fulfilment service as well as its expanding freight forwarding capabilities.

Whistl has been the market leader in Downstream Access Mail (DSA) since 2014 and has a 56% market share in the UK. Its latest market share growth is due to its unique ability to serve the whole market through both the Whistl brand –focused on large transactional and advertising mail customers – and the Posthub brand for medium and smaller volume mail customers, with high quality personalised account management. Posthub provides consultative and hands-on support for impactful direct mail campaigns, helping businesses manage all steps of the direct mail process.

Whistl Doordrop is the market leader in audience targeting and leaflet services in the UK and is benefiting from the increasing use of door drops as an efficient and compliant way to encourage digital interaction with a retailer or brand as well as driving instore footfall. Through its Relish brand, a FMCG product sampling specialist, it can target consumers by matching them with synergistic partners. For example, placing a sample for a perfume brand within an online fashion order. In addition, its Leafletdrop brand provides an online tool for leaflet delivery, with access to more than 28 million homes, helping SMEs create brand awareness and find new customers.

Achievements

With market leading positions within all sectors in which it operates and a turnover of £820m, 75% of Whistl’s profits are derived from diversified growth areas. Having acquired businesses that work in tandem and complement each other, Whistl’s total offer can provide a wealth of bespoke solutions for a wide range of diverse customer needs.

Recent Developments

In the past year, Whistl has continued to grow, with 570,000 sq ft of new sites becoming operational thanks to additional fulfilment centres in Lutterworth, Northampton and Plymouth as well as the creation of a new DSA depot in Bristol.

uk.superbrands.com Superbrands UK Vol. 23
Whistl has more than 1.5 million sq ft of fulfilment space across the UK DID YOU KNOW?

With a keen eye on environmental issues, Whistl is undertaking a thorough review of its ESG strategy to ensure that the business meets the government’s net zero goal. It is implementing projects to minimise carbon emissions through sustainable investment such as new buildings and in a fleet of electric vans.

Promotion

Following a period of acquisition in Whistl’s growth area of e-fulfilment, a creative campaign was recently devised to highlight the individual business areas of the company, whilst demonstrating the synergy between them. The aim of this work was to educate current customers about Whistl’s diversification and promote cross selling opportunities.

The concept of Newton’s Cradle was adopted, showing how every part of the business can

support both its existing customers and its key target customers – medium sized retailers and brands – with their ecommerce journey from creating clicks to fulfilment, through to delivery and returns.

The creative concept had the flexibility to be adapted to reflect seasonal events – for example, swapping elements of the creative such as balls for festive baubles.

Brand History

2014 TNT Post is rebranded as Whistl.

2015 With the number of employees reaching 1,500 a management buy out takes place.

2017 Expansion into fulfilment take place and the number of employees grows to 1,800. In addition, PrismDM is acquired and a new super depot opens in Bolton.

2018 Parcelhub and Spark eCommerce Group are acquired as part of a strategy for growth.

2019 A new super depot with a parcel sortation machine is opened in Bedford. A new International Gateway site is also opened in Heathrow.

2020 In Northampton, a new fulfilment site is acquired which covers 155,227 sq ft. In addition, Clientbase Fulfilment and Posthub are acquired.

2021 Three new fulfilment sites are acquired in Plymouth, Lutterworth and Northampton with a combined capacity of 468,000 sq ft. A new super depot also opens in Bristol and sampling agency Relish is acquired.

2022 Investment in electric vans takes place and the number of employees reaches 2,500.

Brand Values

Whistl is a logistics company with entrepreneurial, energetic and engaging people across all of its activities, from its contact centres to doordrop media, throughout its nationwide network of sites, from Glasgow to Marlow and down to Paignton in the southwest.

It is passionate about looking after its people, recognising their contribution and helping them progress. Whistl believes that this is key to delivering the efficient processes and robust systems that its customers expect, working in tandem with providing fair pricing and transparency. It is also dedicated to being straight-talking and straight-dealing. Reliability, dependability and providing a quality service are all central to Whistl’s philosophy.

whistl.co.uk Whistl
Whistl’s doordrop media can be used to reach 29 million households
DID YOU KNOW?

Building the Metaverse: A Technical Perspective

The technical components to consider when creating a metaverse application

Real World Experience Attributes

A realistic, convincing, and high-quality audiovisual (and eventually, other senses) experience

Real-time feedback on actions and events that occur in the metaverse environment

A natural, human-feeling way of interacting with the environment

Make purchases and other transactions in a secure and location independent way

The metaverse holds such possibilities for both business and consumer brands to connect with clients and consumers, like never before. Therefore, understanding and harnessing its power is key for marketers everywhere. In this piece, I will be exploring the elements of the quintessential metaverse experience and the technical components that empower it.

The purpose of the metaverse is to offer a user experience metaphor that replicates the real world as closely as practically possible. To create this kind of realism, specialist components are necessary to simulate the prime attribute of real life and must be implemented in a highly interconnected manner. This is clearly reflected in the approach and user experience attributes, as shown in the table to the right.

Connect metaverse actions with their real-life counterparts and affect offline changes as a result

Directly experience and interact with the real-world environment in an enhanced way via AI or Mixed Reality

Components Of The Metaverse Experience

In Garnter’s most recent blog, they presented their view of the metaverse stack, which can be viewed at www.gartner.co.uk/en/articles/what-is-a-metaverse.

A Real-Time Synchronous Shared Environment and IAM

The basic building block for our metaverse environment is a Real-Time Synchronous Shared Environment. These are commonly found in the online gaming space.

DNA Digital recommends the use of a service such as Amazon’s GameLift – a dedicated game server hosting solution that deploys, operates, and scales cloud servers for multiplayer games.

In the context of a multiplayer online gaming environment; Amazon has defined this as:

“Real-time synchronous gameplay allows for two or more players to participate and interact in a game simultaneously where the state of the

Enabled In The Metaverse By

A high quality, device agnostic VR/AR Engine

A real-time synchronous shared environment and high speed, low latency Connectivity

An AI and ML powered content creation engine

A blockchain and cryptocurrency framework and an Identity Access Management (IAM solution)

Internet of Things (IoT) integration

Geolocation Awareness Tools

gameplay is shared between the connected players to create a real-time experience.”

Synchronous environments are commonly latency sensitive; a latency level of 20-40ms is considered optimal for real time interaction, though of course the lower, the better.

Current 4G networks typically offer latency of around 50ms. With the onset of 5G, the average projected latency is expected to be around 10ms.

Implementing an Identity Access Management (IAM) service to safeguard user data security and privacy is also a key consideration. Tools such as Solarwinds or Ping Identity are good choices for this requirement.

VR and AR Engines

Your graphical quality is often the yardstick on which your users will judge your product. As a cautionary tale, the infamous ‘Metaverse Selfie’ Mark Zuckerberg shared was widely ridiculed for its primitive graphics.

uk.superbrands.com Superbrands UK Vol. 23
NATHAN

VR, AR and Mixed Reality (MR) modelling requirements add a further layer of complexity to this challenge. Fortunately, dedicated graphics engines can help simplify this for us by offering ready-made components and assets we can immediately use.

DNA Digital’s recommendations for development engines in this space are Unreal Engine and Unity. Both are well-known tools and support a wide range of client devices and platforms.

AI and ML

AI and ML are key components of our metaverse application, allowing us to deliver complex interactions that will evolve over time.

Forbes stated in their 2022 innovation article: “Deep learning-based software will autonomously drive all activities, and chatbots and other forms of natural language processing will drive interactions. AI will be called upon to understand words, images, video and text and respond accordingly, regardless of the user’s language. This all requires a massive amount of training data and modelling.”

DNA Digital recommend working with a wellestablished AI platform such as Google Cloud AI, Amazon AI Services or Microsoft Azure AI.

Blockchain Technology

When constructing the transaction management capabilities of our metaverse application, the underpinning engine must offer secure, low overhead and territory independent capabilities. Cryptocurrency media using blockchain technology is a perfect candidate.

Blockchain is a public digital ledger system that can be used for executing transactions, smart contracts, and other agreements. Its power relies upon its decentralised nature as every transaction is stored on a distributed database in different locations. It records transactions chronologically and transparently, protecting privacy and ensuring the fidelity of the data.

Any of the following widely used languages are good choices for blockchain development:

C++ is popular for blockchain because of its multiple capabilities such as move semantics, primitive control over memory, advanced multi-threading, and other objectoriented features.

Python has huge open-source support which makes it ideal for blockchain.

Java is particularly useful in blockchain due to its portability.

C# is very popular and considered one of the best programming languages for blockchain.

JavaScript is popular with blockchain developers as its simpler to deploy blockchain applications with JavaScript because it’s already present on most platforms.

Cryptocurrencies

DNA Digital recommends adopting Ethereum as your preferred cryptocurrency. The Ethereum platform has a native cryptocurrency known as Ether (ETH), which can be used in online transactions.

On this platform we are able to code ‘DApps’ (Decentralised Applications) that allow us to create ‘Smart Contracts’ (think of this as the application’s logic) along with front-end user interfaces that we can integrate with our metaverse UI. In this way we can offer a secure, flexible transaction model to our end users.

NFTs, or non-fungible tokens, are a type of data stored on the blockchain that offers a unique certificate of ownership to digital assets. NFTs can be used to represent virtually anything in a digital space – even real-world assets.

There are many NFT generation and analysis tools available with no clear service dominating yet, partly because the market is comparatively young.

Internet of Things (IoT)

A defining feature of metaverse applications will be the ability to connect to and make use of data from the outside world, including the manipulation of physical devices connected via IoT technology.

A simple example might be the ability to turn on the lights in your physical front room by flippingthe light switch in your metaverse room’s ‘Digital Twin’.

Geolocation Awareness

Alongside IoT, location technology provides a vital link between our metaverse application and real-world spaces. To provide interaction with physical objects, we must have a means of locating them and presenting them to the user in a meaningful way. Location-based services rely on GPS, accelerometer, digital compass, and other technologies to identify a device’s location and position with high accuracy.

There are many technology options for this. Two of the most well-known are ARKit by Apple and ARCore by Google.

Putting It All Together

As always, my team and I here at DNA Digital would be happy to help you on this complex journey. We have the people and skills available to take you from your first thoughts to releasing your fully-fledged metaverse experience.

About DNA Digital

DNA Digital provides expertise in all aspects of a development project, from consulting and planning to the management, design, development and delivery. It also provides ongoing support and infrastructure management.

DNA Digital specialises in adding value to companies and organisations via technology.

dnadigital.eu Thought Piece
Ethereum and NFTs work via the blockchain framework to allow individuals to exchange value within the digital space without reliance on traditional currencies. IoT applications require data handling capabilities as well as IoT communications tools. Arduino’s application suite is a good choice in this space.

How Brands Can Stay Ahead

Downturn

This reaction has a definite generational feel to it. The older generation, the Baby Boomers, are most likely to be cutting back on these non-essentials, with over seven in 10 now spending less than at the beginning of the year. This is the case for just four in 10 of the youngest generation, Gen Z – albeit the fact that this generation has least disposable income to start with.

As worldwide inflation continues to rise, driven by soaring energy costs, fuel prices, and food prices, consumers recognise that their finances are under threat. According to Dynata’s latest Global Consumer Trends research, ‘Staying Ahead of the Downturn’, a quarter of all those surveyed across 11 countries worldwide feel that their financial situation will be worse at the end of 2022 than it is now.

Almost three in 10 agree that, right now, they are struggling to make ends meet financially – and that their finances are worse now than they were at the beginning of the year. This rises to a staggering 43% of Britons reporting to now be financially worse off.

Although many have taken on additional work to try and bring in more money, or have changed jobs for a better paid one, for many, something has to give. And that something – or those somethings – are the non-essentials of life.

Two thirds of those struggling financially are spending less on leisure, travel, entertainment, fashion clothing, restaurants, and home improvements. All these sectors, striving and hoping to bounce back from the effects of the Covid-19 pandemic, may have to brace themselves for yet another shock.

Consumers are taking action to reduce costs across the board. From taking the time to seek out deals, through to more home cooking, to simply avoiding temptation by browsing less online or making fewer visits to the shops. In all, two thirds of those interviewed report to have taken some action to reduce their spending since the beginning of 2022.

This is a global phenomenon we are witnessing, as evidenced by the fact that a similar number of consumers are tightening their belts in every one of the 11 countries surveyed.

As highlighted in previous Dynata Global Consumer Trends reports, we are in an extended period of re-evaluation of our lifestyles – first because of Covid, now because of the looming recession and inflation. This re-evaluation might be to consume less, and just half admit to this. For around a third of consumers worldwide, it is a (possibly newfound) consideration of used and second-hand goods or a willingness to accept less than perfection.

On the face of it, this cannot be good news for brands. Yet, the findings provide a glimmer

of hope for at least some brands, if not a direction of travel to take. A minority, but a substantial minority of around one in five consumers globally, say that they are willing to either ‘almost always’ or ‘often’ pay more than the lowest possible price for a brand, product or service, because it represents their values. This is very different from a brand perhaps ‘reflecting the person they want to portray’. This proportion rises to a third of all Gen Z-ers, although only one in 10 Baby Boomers feel this way.

Some aspects of values that a brand might reflect are more popular than others. The value of ‘Quality and Longevity’ (the product is well made and will last longer) gets the highest endorsement and has the added bonus that this is equally relevant across the generations. Two thirds of those who are value-driven said that they almost always or often buy products with that feature. Not far behind that is ‘Safety and/or Healthy’ – again a value that is held across the generations. Below these, but still cited by over half of the value-driven participants in the survey, are ‘Environmentally-friendly/

uk.superbrands.com Superbrands UK Vol. 23
of the Economic
With rampant inflation, brands need to focus even more on values that influence purchase behaviour
Brands that can successfully be values-driven may well sustain better through the recession

Sustainable’, ‘Locally made’ and – as a warning perhaps to those tempted to pay lip-service to values – ‘Authenticity’.

Only in the case of the value, ‘Supports Social Justice Cause’, is there a generational disconnect – this is more endorsed by the young than the old.

Brands that can successfully be values-driven may well sustain better through the recession. Eight out 10 values-driven consumers who were

attracted by each of the values said they were extremely or very likely to continue buying the product or service, even if it costs more than other options.

Dynata’s latest research, Global Consumer Trends: Staying Ahead of the Downturn, was released on 15th September 2022. Drawing on responses from 11,000 consumers across 11 countries (the US, Canada, the UK, France, Spain, Germany, Italy, the Netherlands, China, Japan and Australia), it explores how the evolving economic landscape affects consumers’ behaviour and impacts brands.

The report can be downloaded from: https://www.dynata.com/resources/dynataglobal-trends-report/

About Dynata

Dynata is the world’s largest first-party data platform for insights, activation and measurement. With a reach that encompasses over 67 million consumers and business professionals globally, and an extensive library of individual profile attributes collected through surveys, Dynata is the cornerstone for precise, trustworthy quality data. Dynata serves more than 6,000 market research, media and advertising agencies, publishers, consulting and investment firms and corporate customers in North America, South America, Europe and Asia-Pacific.

dynata.com Thought Piece
Across the board, consumers are taking action to reduce costs

Meeting Today’s Environmental Challenges

How Geoff Neal are becoming sustainable

At Geoff Neal, we are completely committed to our duty, both as individuals and as a business, to be environmentally responsible.

In fact, in 1998 (before it was fashionable, and now necessary) we started to investigate and understand our environmental impact and work out what we could do; a challenge indeed as we all know printing companies use plenty of paper and chemicals, packaging and materials. We took time to understand our environmental impact and work out what we could do to make worthwhile improvements.

Packaging: reducing what we use as well as ensuring our suppliers use minimal packaging.

Energy efficient equipment: updating our equipment and where we can, using machines that consume minimal electricity.

Since then, we have continually reviewed our environmental performance.

At Geoff Neal we are proud to have been setting the standard for brilliant print since 1976.

Perhaps even then, we had the early warning that the environment was going to become forefront in our minds nearly 50 years later. After all, 1976 was notable for the prolonged drought and subsequent heat wave that people still talk about now. Big Ben broke down, trains caught fire and miles of tarmac roads melted. And at Wimbledon, 400 spectators were treated for heat exhaustion on a single day.

But, as we know, climate change wasn’t invented then. And so, like all other businesses, printing and otherwise, looking after our planet was not a priority or a consideration. Yes, we were a family run business, putting those family values into each and every job, combining it with stateof-the-art technology and our experience and expert knowledge, but our higher standards did not focus on sustainability then.

Thankfully, times have very much changed on that front.

A greener future Sustainability in printing is more than just using recycled paper. It’s also more than just some simple actions which tick some ‘greener’ boxes.

Over the years, some of our sustainable led changes have included:

Sustainable materials: for example, printing on materials sourced from managed forests and using recycled materials and paper from sustainable sources.

Biodegradable materials: using inks, finishes and papers that will break down easily and that won’t release harmful chemicals into the environment.

We recognise this needs to be a continuous improvement process; it’s not always easy to make the changes, but then doing the right thing isn’t always easy. However, we are committed to being an environmentally responsible manufacturer and so we will never compromise on this.

The knowledge we have gained on our environmental journey has also enabled us to improve our quality and efficiency as well because these business areas are fundamentally linked. Furthermore, our clients tell us that they are pleased that our prices haven’t increased despite our continued commitment to the environment.

uk.superbrands.com Superbrands UK Vol. 23

PRACTICING WHAT WE PREACH

UKAS certified ISO 14001.

FSC® certified (that’s the Forest Stewardship Council ®).

Actively reducing the waste that we send to landfill by over 90%.

Increasing our electrical energy efficiency by a third to around 90/92%.

It’s not a solo journey We’re also proud to be a commercial member of Two Sides (twosides.info) which creates a forum for the industry to work together and share experiences and improve standards and practices.

For example, did you know that most of the energy used in paper production is renewable and carbon intensity is surprisingly low? Or that European forests have been growing at a rate of more than 1,500 football pitches every day?

As a not-for-profit organisation, Two Sides ensures its members minimise and reduce the environmental impact of their business activities so that they can contribute to sustainable development. They also own and promote the Love Paper campaign which has been adopted by Argos, BBC Good Food, Sainsbury’s and RSPCA to name a few.

Putting the environment front and centre Has it been easy to embark on this journey, working in the printing industry? No.

Are we always learning and looking to make improvements to ensure we meet our environmental and sustainable pledges? Yes.

And are we positive that this industry can make these changes, so collectively we are better together? A big yes.

Sustainability is now the main focus across the many different industries and sectors that exist. As printers, we are in the unique position of working across all of them and we know

that more of our clients expect sustainable printing practices. We’re committed to leading the way and ensuring our business does its part to conserve the planet for future generations.

About Geoff Neal

At Geoff Neal we are proud to have been setting the standard for brilliant print since 1976. We provide Litho, Digital and Large Format printing, along with mailing solutions; we exist to make our customers happy, to provide an exemplary service that builds confidence through transparency, to never let a customer down and to always surpass their expectations.

geoffneal.london Thought Piece

How the Metaverse and Crypto are Revolutionising Marketing

Web 3.0, the third generation

evolution of web technologies,

payments. This is because cryptocurrencies do not need third-party verification. When customers pay with cryptocurrency, their data isn’t stored in a centralised hub where data breaches commonly occur. Using blockchain technology for decentralised applications allows immutable digital ledgers to be created. They will provide the ability to verify the integrity of transactions and activities in a decentralised world.

As the metaverse and crypto continue to grow in popularity, businesses are starting to take notice. The way customers interact with brands is changing, and marketing strategies are evolving to reflect that. In this thought piece, we will examine how the metaverse and crypto are affecting branding and marketing, and how businesses can adapt to stay ahead of the curve.

First of all, what is the metaverse? The metaverse is a digital universe that people can explore and interact with. It is made up of many different virtual worlds, each with its own rules and design. Crypto is a digital asset used to buy or sell goods and services, often in the metaverse and sometimes in the real world.

The metaverse is considered part of the next evolution of the internet. In simple terms, Web 1.0 was the first iteration of the internet, a read-only place where people could see brochure websites and digest information from the likes of blogs. Web 2.0 was the read-write era, where users could interact with the internet by creating content on platforms owned by third parties like Facebook (now Meta) and Google. That data and content were owned by those platforms and utilised primarily for marketing and monetisation by those platforms. Web 3.0, the third generation of the evolution of web technologies, provides users with the ability to read-write and own. Users will now take control and ownership of their content and data through concepts such as decentralisation, blockchain technologies, and token-based economics.

Security is one of the most significant challenges for the future of the internet. In a decentralised world, data and services will be stored in digital ledgers. Cryptocurrencies will likely become the standard for payments and services as they are considered more secure than credit and debit card

Web 3.0 is a big step in the evolution of the web, and we are still at the early stages. However, Citi has published a research report stating by 2030; the metaverse economy could be an $8tn to $13tn total addressable market. Increasing consumer interest in these immersive environments is prompting industry leaders to find ways to position themselves as critical players in the metaverse ecosystem.

While direct sales are not front and centre on the metaverse right now, brands should plan for the future. The direct-to-avatar sales of virtual goods are already a $54bn industry. Forever 21 sells a beanie in Roblox for just $1, while Gucci sold a virtual version of its iconic Dionysus bag for $4,115 – a price higher than the physical item. Samsung has created a virtual store in the Ethereum-based game Decentraland, recreating its flagship New York City store, whilst Snoop Dogg created The Doggies, an NFT collection comprised of 10,000 programmatically generated Snoop Doggs, playable in The Sandbox. More than 2,000 sales were made in the first 24 hours, generating more than $4m in trading volume.

Many of us from the older generation may struggle with the concept of how important it will be for our avatar to wear the latest Nike trainers or Prada glasses. However, we cannot deny that hundreds of millions of people are already buying virtual products and NFTs every day, which means generations like Gen Z are already fully engaged. The multiplayer gaming platforms which form part of the virtual economy are worth more than $100bn a year, making them larger

uk.superbrands.com Superbrands UK Vol. 23
An insight into how the monetisation of the digital universe is evolving
of the
provides users with the ability to read-write and own

than the global film industry. So this trend would appear to be here to stay. Without the limitation of borders and the need to consume global resources, it seems a natural progression for economic growth as we take our businesses and social lives even more online.

The metaverse has the potential to alter businessto-business (B2B) marketing, commercials, and customer service dramatically. In the metaverse, customers can interact with brands in various ways. They can purchase items from branded stores, visit virtual events hosted by brands, or even chat with customer service representatives in real-time. The metaverse breaks down the lines between B2B and B2C, blurring the lines between these two worlds. Because B2B products are frequently commodities, having an excellent customer service team can make all the difference and is becoming more personal in these virtual environments.

Working in a virtual world is not just for geeks anymore. Many people are embracing it as a way to meet other like-minded individuals and find work. Some are even using it for people management and hiring. For example, Hyundai uses the virtual world app Zepeto to welcome new staff. Meanwhile, Samsung reportedly staged a virtual recruitment fair through the Gather platform. The Academy of Chief Marketers also uses Horizon Workrooms to run Inspiration Hour meet-ups. This trend has only grown with the rise of the cloud-based virtual worlds. Meta has ramped up spending on its Reality Labs business, with the division costing Meta $10.2bn throughout 2021, up from $6.6bn in 2020 and $4.5bn in 2019. Microsoft Corporation and Alphabet Inc. are also pouring in billion-dollar

investments to catapult the metaverse industry into a trillion-dollar industry. Other prominent companies leading the innovation in building the metaverse are Roblox Corporation, Nvidia Corporation, and Unity Software Inc.

Companies are taking small steps into the metaverse and cryptocurrency, experimenting with the technology with no consensus. Many brands are already embarking on accepting cryptocurrency for payments. Microsoft allows the use of Bitcoin to top up Microsoft accounts. AT&T was the first major US mobile carrier to provide a cryptocurrency payment option to customers through BitPay. Overstock, a famous American online retailer selling big-ticket items at lower prices due to overstocking, partnered with Coinbase to allow Bitcoin payments for their online orders. Lush, one of the UK and US’s most recognisable beauty retailers, now accepts cryptocurrencies as payment on its website. The sooner brands adopt this payment option, the faster the growth of crypto will become and normalise.

The metaverse is still in its infancy, but will undoubtedly have a significant impact on branding and marketing. Digital marketing agencies are creating metaverse divisions to help brands navigate this new landscape whilst corporates are introducing new job roles such as chief metaverse officer, NFT strategist and blockchain engineer. I would say that very few are experts in these new areas, and everybody is just getting started in these job roles and divisions, so keep an open mind but make sensible choices. Brands that can adapt and embrace this new technology will be well-positioned for success.

With all technologies will come the good and bad, and I’m sure this next iteration of the www (wild, wild web) will, I’m sure, bring both sides to light as it establishes itself as the new norm. As someone who has worked in the digital industry for nearly three decades, I’m excited to see what follows as the digital world blends with our real one more significantly.

Having built my first website using PageMill in 1995, 12 years before the first iPhone was released, it is hard to remember what life was like without eCommerce and instant access to knowledge anywhere, anytime. Think how far that technology has come in just 15 years; imagine how much further AI, VR and AR will go over another 10 years; that’s what brands need to be planning for today. Tech projects can take years, so to stay ahead of the curve, there is no time to waste.

About Emotio Design Group

Emotio is an established agency which provides innovative and expert digital and design solutions. After 33 years in design, marketing and development, with 27 of those focused online, it works to maximise clients’ objectives through their online presence and brand. Emotio is part of the EDI Collective.

emotio-design-group.co.uk Thought Piece

From One Crisis to the Next

were faced with the task of making businesscritical decisions in short amounts of time. And what differentiated the brands that did this well? Data.

From improving online customer journeys to changing which products were being advertised – pivoting with the rapid shift in consumer behaviour in real-time was greatly aided through a deep and clear-cut understanding of customer data when lockdowns were in force.

All business functions have spent a large portion of the last two years putting out fires, and marketing and advertising is no exception. As coronavirus retreated, budgets bounced back in emphatic fashion, but for many leaders the respite was shortlived. With inflation in Europe hitting double digits, the industry is now staring down the barrel of an economic crisis that will reduce consumer spending and increase the pressure on marketers to prove their worth to businesses.

Whilst the world is at the tail end of the pandemic, the time for the C-suite to make challenging decisions has not passed. The stakes have been raised once again and marketers will now have to make every penny count as they fight for brand salience against a backdrop of dwindling consumer spend. And with the cost of living crisis seemingly in its early stages, the coming months will be crucial.

However, in every crisis lies a learning opportunity, and if there was one takeaway from the pandemic it was that data is not an additional, ‘nice to have’ – it’s a crucial asset.

In 2020, brands were forced to adapt and evolve practically overnight and as such, decision-makers

Not all businesses kept up. At the start of 2022, Treasure Data uncovered a crisis of confidence amongst decision makers that was leaving marketers in the dark as they emerged from the pandemic, with more than half saying that

their businesses weren’t harnessing the power of the data available to them. Starving brands of the insights they needed to re-engage customers as society reopened was a harsh learning experience for business leaders and marketers alike – but have lessons been learnt?

The reality is that brands are only halfway there – whilst data access amongst UK businesses is strong, quality is a problem. Anecdotally, a large number of marketers are still admitting to their data lacking accuracy and quality.

With the stakes now reaching new heights, it’s not enough to stockpile data, marketing leaders and their teams need to have a holistic view of their customers as recession looms and budgets tighten. Brand loyalty and consumer attention is scarce, meaning now is the time to deploy a relevant and insight-driven brand strategy.

Accurate, relevant and high-quality data is essential if marketers are going to make the right choices at the right time. When a recession rolls around, customers are quick to cut ties to brands that aren’t fulfilling their needs and those operating in the dark will be the first on the chopping block.

Remaining Resilient in the Eye of the Storm

Despite the pandemic’s retreat, the decisions facing businesses are just as critical and the time to make them is scarce. It is because of this that marketers must be decisive and flexible in order to build brand resilience. However, when it comes to choosing a direction, the options available are endless – in fact, 57% of business leaders told Treasure Data that they spend more time deliberating on decisions now than before the pandemic.

What products and services do businesses need to focus on? Where should brands be placed to maximise visibility? Where should investment be cut? These are just a few of the pieces of the puzzle that marketers must put together when building a resilient brand. With 70% of business leaders stating that they are being forced to make

uk.superbrands.com Superbrands UK Vol. 23
Why data is the not so secret weapon brands must get better at using
Accurate, relevant and high-quality data is essential if marketers are going to make the right choices at the right time

bigger decisions more quickly, the pressure is on. Getting one answer wrong could be the difference between a customer sticking with a brand, or not.

The margin for error is shrinking, so the decisions marketers make now will determine their fate over the coming months. Whether it be optimising a digital strategy, broadening their product offering or optimising their supply chain to avoid passing rising costs onto their customers – brands must be aware of which course of action will help them stay afloat.

Whilst the outlook may seem ominous, marketing leaders need to remain confident in their decision making. Taking the easy option or acting impulsively will send your brand off course.

High-quality, accurate data is the best tool in a marketers arsenal when it comes to strengthening brands to become more resilient than before. Being armed with the right intelligence will grant marketers the confidence and guidance they need to make the right decisions at the right time.

Let the Data Lead the Way Understanding what the data is telling you, using it to establish actionable insights and investing in data-understanding so that those

around you are a data-driven unit, fit for the digital age, are three crucial steps all leaders need to follow.

Just collecting the data is not enough –implementing these customer-first strategies relies on collecting the right, high-quality data that tells the whole story about the customer landscape. So investing in the right data management tools is a must if marketers are to piece together what otherwise may seem like meaningless data points into a clear cut picture that will determine a plan of action.

Ensuring your team is on the same page is just as important. Upskilling those around you will ensure every blindspot, no matter how big or small, is transformed into the insights capable of providing a competitive advantage – whether it be personalised offers, intelligence on how consumers are engaging with your brand and your competitors, or improved customer service. Any such advantage will be crucial in boosting satisfaction and turning one-time buyers into loyal customers who will return time and again.

None of this can be achieved without the guided and clear cut decision making that is only available through effective data use.

It’s not just marketing leaders that need to be data-driven, it’s organisations as a whole.

If brands are to remain salient and prove ROI they must be uplifted by marketing teams ready to confidently take bold decisions that are driven by a real time understanding of their customers and the world they live in.

From one crisis to the next, there is only one way to go – wherever the data tells you.

About Treasure Data

Treasure Data drives relevant customer experiences by harmonising Data, Insights and Engagement to work in perfect unison. Empowering brands to give millions of customers and potential customers the feeling that each is the one and only. With its ability to create a true view of the customer(s) and potential customer(s), Treasure Data allows enterprises to not only know who is ready to buy, but what, when and how to drive them to convert in real-time. Treasure Data has more than 400 customers spanning the Fortune 500 and Global 2000 enterprises.

treasuredata.com Thought Piece

Superbrands Cover Artist Superbrands Volume 23

SUSHEEL BASRA

Susheel Basra is a freelance graphic designer with more than 12 years of experience and is well versed in print and digital design. He produces paper collages and digital illustrations to create his bold style of work. A variety of paper stocks and acrylic paint are utilised, incorporating large type to narrate positive quotes and comical phrases.

Working for a wide array of clients, Susheel continually strives to combine well-developed creative strategies with distinctive art direction, typography and design. He forges ideas, colour and typography through the means of visual communications, overseeing the design process from end-to-end. His recent work for Burger King illustrated the brand’s support for the planet and community.

As well as exhibiting in London, Susheel has produced designs used for promotion and awareness. His work for ‘Art in Arches’ can be seen in Vauxhall, London celebrating ‘Love Different’.

Susheel says the Superbrands cover artwork is a “visual representation of brand behaviour. The lines that narrow and widen are a reflection of how consumers interact with brands and the experiences that takes place on this journey.”

uk.superbrands.com Superbrands UK Vol. 23
Cover Artist Superbrands Volume 23
Typographic prints and hand painted artwork
Many Hearts One Community illustration for Burger King
Art in Arches, celebrating Love Different
Cover Artist
Extract from Superbrands Volume 23 Cover Artwork
Susheel Basra

Appendix

Research and Results Overview

Superbrands Expert Councils

Qualifying Brands

Research and Results Overview

Superbrands Volume 23

in considerations such as each brand’s purpose, positioning and distinctiveness, are combined with the awareness and sentiment of prospective buyers and customers.

While all voters consider the three criteria inherent in a Superbrand when voting, namely quality, reliability and distinction, an individual’s perception will naturally be impacted by everything they’ve seen or heard about each given brand.

The Process

Since 1995, Superbrands’ rankings have provided an overview of sentiment toward brands operating in the UK. Adopting its current methodology in 2006, the research process canvasses the views of UK consumers, business professionals and marketing experts.

This year, 3,214 brands were assessed: 1,580 business-to-business brands across 72 categories, and 1,634 direct to consumer brands across 85 categories. Brands never apply to be considered, each year all the key players within each sector are evaluated to identify the most highly regarded.

The business-to-business brands were assessed by an independent expert council of 27 senior business-to-business marketing leaders, this was alongside 2,517 UK business professionals, all with purchasing or managerial responsibility within their businesses. A nationally representative sample of 2,533 UK adults voted on the consumer brands. In place as a secondary, quality control mechanism, 39 leading experts sat on the Consumer Superbrands Council and also rated the brands, with any lowly appraised effectively vetoed from attaining Superbrand status.

Combining the perceptions of two audiences ensures the experts’ view, typically factoring

Using the Superbrands results to understand a brand’s equity or equity shift requires reviewing the detailed sector data over time to uncover underlying changes in performance. A brand typically has a range within which it fluctuates in the rankings, determined by fundamentals such as the brand’s comparative physical and mental availability. Shorter-term impacts, such as levels of buzz, influence the brand’s position within its range each year. A deviation to that brand’s medium-term range, a de-coupling of its movement compared to peers, or an extended period of improvement or decline, signifies deeper underlying brand equity shift.

The Results

Naturally, individuals are curious about the overall winners. The leading Superbrands remain consistent. Strong brands do not rise or fall overnight, however with so many brands involved in the process and the voting gaps between each brand small, a tiny voting shift can impact overall rank. In terms of this year’s top 20, just four brands feature that didn’t last year.

Three of the four new entries however have been regular top 20 visitors, with Häagen-Dazs re-entering the leading group after a one-year absence; Heinz after a three-year absence; and Fairy after a five-year break. These rises nevertheless show the strength of everyday staples. Sky, on the other hand, has entered the top 20 for the first time since the current methodology was adopted in 2006. It was up 10 places to 18th, while rival Netflix consolidated its top 20 position, rising five places to 13th. Both brands undoubtedly beneficiaries of the Covid crisis. Falling out of the top 20 were Gillette, Microsoft, and BMW, all three have a tendency to dip in and out of the leading pack. The other faller, Lindt, seems to have been a one-off top-20 player, dipping 54 places this year, suggesting last year was an anomaly but time will tell.

The two lead brands in the Consumer Superbrands survey retain their places, with Rolex once more topping the list and LEGO taking runner-up position. Samsung rose seven to place third, a position it also held two years ago, while rival Apple rose one to fifth. The payment companies continue their consistently strong run too, with Mastercard up 12 to fourth and Visa down marginally by three places to third.

Reiterating leading brands consistency and dominance, only 14 of the 85 categories reviewed returned a different sector leader this year, with six of these simply a swap back from last year, with the two leading brands playing musical chairs. This includes Warburtons nudging back ahead of Hovis, Müller back ahead of Lurpak, and Cadbury ahead of Lindt. Other notable shifts see Royal Caribbean International lead the ‘Travel – Cruises & Ferries’ category replacing long-time leader, P&O Cruises. Also in travel, trivago takes the top spot from TUI in the ‘Travel – Agents & Tour Operators’ sector, while MoneySuperMarket nudges out comparethemarket.com in the ‘Comparison Sites & Directories’ category.

uk.superbrands.com Superbrands UK Vol. 23
STEPHEN CHELIOTIS CEO, TCBA & Chair, Superbrands Expert Councils
The two lead brands in the Consumer Superbrands survey retain their places, with Rolex once more topping the list and LEGO taking runner-up position

In the Business Superbrands results, reflecting the r educed focus on Covid-19 at the time of the survey, big pharma suffered a little with Johnson & Johnson, down nine places, and GSK down eight

Some of the new categories reviewed this year allowed us to identify sector leading Superbrands, including Hargreaves Lansdowne in the ‘Financial –Savings & Investments’ sector, Estée Lauder in the ‘Beauty, Cosmetics & Skincare’ sector and Tinder in the ‘Services – Dating & Personal Discovery’ sector.

An additional data point to Superbrands, introduced a couple of years ago, is the relevancy index, which is based on whether consumers believe an individual brand has gained or lost relevance compared with the past. This sub-index reduces the impact of longer-term goodwill on a brand’s scores and focuses consumers’ minds on current use and momentum.

The top 20 in the Relevancy Index is almost the same as last year. This reaffirms the powerful position a small set of fast-growing brands are currently enjoying. Netflix remains the number one brand for relevancy, with LEGO second –up three places – and Amazon third, down one place. Apple, WhatsApp and Zoopla all entered the top 20, having previously been in or close to it. A surprise top 20 entry for growing relevance however is North Face, suggesting that the rise in interest in the great outdoors might be benefiting this brand. Dropping out of the leading group for relevancy gained are Zoom, Microsoft, Oral-B and Dyson; the final three brands only being in the top group for one year.

In the Business Superbrands survey, there were marginally more new entries into the top 20 than Consumer Superbrands – six compared to four – however much like in the sister survey, of those ‘new entrants’ all are brands that are typically close to, or dip in and out of, the leading group. These include BT, Mastercard, Virgin Atlantic and FedEx, all of whom dropped out of the top group for a mere year. Aviva however, up 13 places, entered the top 20 for the first time.

In the Business Superbrands results, reflecting the reduced focus on Covid-19 at the time of the survey, big pharma suffered a little with Johnson & Johnson, down nine places, and GSK, down eight. Both brands fall out of the top 20 as a result. Astra Zeneca and Pfizer, down five and four places respectively, do remain inside the top 20.

The research is primarily used to identify the leading brands in each category and to award those brands Superbrand status. Beyond that, a deeper and longer-term look at the core index and associated relevancy index, can reveal much about an individual brand’s performance.

Appendix Research and Results Overview
Ranking Business Superbrands Top 20 Consumer Superbrands Top 20 1 Apple Rolex 2 Google LEGO 3 Microsoft Samsung 4
5
6 BT
7
8
9
10
11 Visa
12 IBM
13
14
Express
15
16
17
18
19
20
Consumer and Business Superbrands Top 20 rankings Ranking Brands Categories Net Relevancy % 1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Consumer Superbrands Relevancy Index
PayPal Mastercard
Emirates Apple
Visa
Mastercard Kellogg's
Samsung British Airways
Pfizer Google
British Airways Häagen-Dazs
Dyson
Andrex
AstraZeneca Netflix
American
Heinz
Adobe Fairy
Virgin Atlantic Nike
Intel Coca-Cola
Aviva Sky
FedEx PayPal
Barclaycard Mercedes-Benz
Netflix Media - TV 58
LEGO Child Products - Toys and Education 54
Amazon Retail - Department Stores, General Retailers & Marketplaces 53
Samsung Technology - General 52
Google Search & Social Media 51
Apple Technology - General 49
Cancer Research UK Charities 49
PayPal Financial - General 46
Macmillan Cancer Support Charities 45
Tesla AutomotiveCar & Bike Manufacturers 45
Lidl Retail - Food & Drink 45
Aldi Retail - Food & Drink 44
Visa Financial - General 44
YouTube Search & Social Media 44
WhatsApp Search & Social Media 44
Disney Child ProductsToys and Education 43
Zoopla Real Estate 42
JUST EAT ServicesTransport & Delivery Services 41
The North Face Sportswear & Equipment 40
Deliveroo ServicesTransport & Delivery Services 40

Superbrands Expert Councils

Expert Councils

Since starting his career at Brand Finance, Stephen has provided robust research, trends and insights as well as strategic branding advice to both established and challenger brands across a wide variety of B2B and B2C sectors. Stephen also develops research studies, white papers, and proprietary models for marketing agencies. A regular commentator on CNN, the BBC and Sky among others, Stephen encourages the next generation of marketers as a visiting professor and is also a judge for the Marketing Academy scholarship.

With more than 20 years’ experience both in-house and agency side, Ruth is responsible for growing WE-UK’s digital, technology, consumer, corporate and health offerings. She leads the 55-strong communications team, steeped in brand purpose and digital capabilities, whilst championing the agency’s independent roots as well as its spirited and diverse culture. WE’s flagship clients include the likes of Capgemini, Intel, Microsoft, Boheringer Ingelheim and Johnson & Johnson. Ruth is also actively involved in various trade associations including the PRCA and Women in PR.

STEVE ALDRIDGE (B)

UK Chief Creative Officer Wunderman Thompson

Steve is a creative champion, a successful business founder and an effective network leader. His mantra “None of us are as creative as all of us”, ensures everyone contributes and their opinions count. His approach is to nurture inclusivity and collaboration, building teams that want to work together. Since joining Wunderman Thompson early 2019, the agency’s creative output has gone from strength to strength. Under Steve’s leadership the agency has produced a record number of award wins at all major shows.

ROB ALEXANDER (B)

Partner Headland

Rob is a partner at Headland, the UK’s fastest growing corporate and financial PR agency. He has worked at Brunswick as the leader of their global planning team and had a 20-year career as a planner in advertising at TBWA\ and J. Walter Thompson, working on award-winning global campaigns for Shell, Vodafone, HSBC and Apple as well as political campaigns.

With almost 20 years’ award-winning experience in B2B marketing, Chris is responsible for a talented team involved in brand strategy, campaign planning as well as data and insights. Sitting firmly in the data-led and results-driven camp when it comes to all things B2B, Chris has a wealth of experience across a wide variety of sectors including financial and professional services, tech and telecoms, healthcare, manufacturing and leisure. Prior to joining Octopus Group, Chris was CMO at Webeo, following a 13-year tenure at Really B2B.

BAUMANN

Managing Director VaynerMedia

Sarah has more than 20 years of agency and marketing experience working on some of the world’s most famous brands as well as creating and launching new brands across all categories. She was formerly the deputy CEO of Leo Burnett London, where she spent 16 years of her career. During this time, Sarah held several roles, including managing director of Atelier, their luxury and lifestyle boutique division. Prior to joining VaynerMedia, Sarah was director of marketing at the People’s Vote Campaign, fighting for a referendum on Brexit.

uk.superbrands.com Superbrands UK Vol. 23
The Superbrands Expert Councils are made up of highly regarded individuals, with experience spanning the marketing spectrum – from brand marketing to PR and design, in both the business-to-business (B) and business-to-consumer (C) arenas
It is an enormous privilege to call on their experience and knowledge to create our exceptional panels. In these times of huge change, Superbrands continues to value enormously the expertise that our council members bring to the Superbrands voting process. We would like to thank them for generously giving their time to assess the risers and fallers in the UK’s rapidly evolving landscape of brands

FIONA BENNIE (C) Managing Director, Sustainability Studio Accenture Song

Fiona co-leads the Sustainability Studio at Accenture Song. The Studio is a global team of designers, innovators, strategists, researchers and digital gurus. It combines human understanding with data rigour and creative firepower to invent and deliver sustainable consumption models, at-scale. Flipping the script on sustainability, moving from a story of sacrifice to one of enrichment and value creation. Fiona’s passion lies in supporting clients to supercharge their sustainability ambition, creating and taking to market the products and services of the future.

ALEX BIGG (B)

CEO MHP Mischief

Alex is CEO of MHP Mischief, the UK’s largest independent full-service communications agency. The agency, one of the most awarded in the UK, is a 200-strong team that blends behavioural science, industry expertise, influencer strategy, creativity and audience insight. He has recently overseen the acquisition of the agency by Next 15.

Alex was previously general manager of Edelman UK.

ANDREW BLOCH (C)

Founder Andrew Bloch & Associates/ Frank PR @andrewbloch

Andrew Bloch & Associates is a boutique consultancy specialising mainly in the communications and marketing industry.

Andrew’s portfolio encompasses non-executive director, board advisory, consultancy and project roles for a range of high growth businesses and agencies. He also co-founded Frank, one of the UK’s most respected and decorated PR agencies, which has represented some of the nation’s best-known brands. Andrew is listed in the PR Week Power Book and is ranked as the most influential PR person on Twitter.

ED BOLTON (C) Creative Director of Brand frog @frogdesign

Ed is the creative director of brand at frog, a leading global creative consultancy who apply creativity, strategy, design and data to build transformative human experiences that win hearts and move markets. frog strives to shape a regenerative future that is both sustainable and inclusive for businesses, people and the planet. He was previously head of creative at Yonder and held director roles at Interbrand, Fitch and BrandCap.

YASMIN BORAIN (C)

Chief Experience Officer Tribal Worldwide

For the past 20 years, Yasmin’s focus has been experience design and innovation strategy. She specialises in problem solving for tomorrow and helping brands reinvent themselves to connect with customers and society in new and meaningful ways. Yasmin drives teams and clients to be bold thinkers and tackles a broad range of strategic customer experience challenges across automotive, finance, healthcare, luxury, retail and travel. Yasmin also nurtures the next generation of designers around the world through mentoring and talks.

FEDERICA BOWMAN (C)

CEO FirmDecisions

Federica is the CEO of FirmDecisions, a marketing contract compliance specialist firm focused on enabling trusting and transparent relationships between brands and their agency partners. Prior to this, Federica spent the previous two decades in the digital media industry working for a variety of digital agencies and media vendors.

WILL BROOKES (C)

CEO Raconteur

After joining the business in 2011, Will went on to run Raconteur’s special reports division for three years before being promoted to managing director in late 2016. Having overseen several years of impressive growth, Will was appointed CEO in early 2021, when he guided the company to an EBITDA figure of more than £2m – the most profitable year in its 13-year history by some distance. Will is passionate about improving diversity and equality to provide a positive, inclusive experience for all employees.

HELEN CALCRAFT (C) Co-Founder Lucky Generals

MANEEZE CHOWDHURY (C)

CEO (UK) Exposure

Helen is a serial entrepreneur. Her first agency, MCBD, was founded after 10 years at AMV BBDO. Her second, Lucky Generals, has been shortlisted for Agency of the Year five times in eight years and was the first British agency to ever win the Superbowl (for Amazon). Helen has been involved with Cancer Research UK for over a decade and sits on its Fundraising and Marketing Committee. She is also a proud member and former president of WACL and a founder member of timeTo.

Maneeze leads a 100-strong team at Exposure, an independent creative communications agency. She is responsible for the strategic direction of the UK business and drives its commercial impact, building communities and connecting brands with culture. Maneeze has worked with some of world’s most iconic consumer brands including Coca-Cola, Nike, Instagram, LEGO, eBay, Levi’s, Microsoft, JD Sports and Tommy Hilfiger.

Council Profiles Appendix

KATE COX (B)

CEO Bray Leino @kcox16

Kate steers the creative communications agency, Bray Leino. She leads a diverse team of specialists, driving brand and business success for their clients, resulting in Bray Leino consistently ranking among the top five B2B agencies, for over a decade. Kate holds trustee positions for both a care and environmental charity.

NIKKI CUNNINGHAM (B)

Managing Director Curious

Nikki is a rare and brave thinker, responsible for the management and company operations, strategic direction and creating a vision for growth at Curious – a globally recognised creative brand and communications business. An inspiring managing director with a drive to make things happen collaboratively and creatively, she has extensive experience launching, growing, and evolving brands, across many sectors, from all over the world. Prior to joining Curious, Nikki consulted across a variety of sectors for a number of leading global brands, including Diageo, Microsoft and Harley Davidson.

STEVE DYER (B)

Managing Director

OilTheWheels @OilTheWheels

As strategic lead of Oil The Wheels, a specialist agency in the manufacturing sector, Steve has a unique blend of client-side industry knowledge with more than 30 years’ B2B agency experience. His creative acumen and tactical know-how are pivotal to his ability to elevate brands right through the supply chain. As a Fellow of the CIM and IDM and senior positions held on various B2B committees within the DMA, his network and therefore his knowledge is extensive.

JONATHAN EMMINS (C)

Founder Amplify

Jonathan founded Amplify as a ‘home for creative clients and people’ back in 2008, with a mission to join the dots between people, brands and culture. Amplify now has offices in London, LA, Paris and Sydney and was recently named Campaign’s Brand Experience Agency of the Decade. Equal parts ‘geek and hedonist’ Jonathan has spent the past 20 years creatively pioneering the untraditional, with the robustness and measurement of the traditional. He enjoys thinking and working with clients across the mix.

JAMES FARMER (B)

Co-Founder B2B Marketing

James is passionate about the B2B sector and is the co-founder of B2B Marketing, the premier global community and business intelligence provider for the sector. He is a huge advocate of marketing excellence. With 25 years’ experience within the B2B marketing sector, his personal and business drivers are to continue to enhance the reputation and deliverability of creative commercial thinking within the B2B marketing sector; all to support business growth.

JASON FLETCHER (B)

Executive Creative Director

Merkle B2B

Jason has been helping brands create award winning campaigns for over 25 years. His passion is for a simple powerful idea that can live and work anywhere. Prior to his role at full-service B2B agency Merkle B2B, Jason was group creative director at Publicis UK and creative director at TBWA London. He has worked with global brands including Heineken, Lexus, UBS, EE, Four Seasons, Nissan, Harrods and GSK. Jason often speaks about creativity at industry events and is currently working on ways for the industry to be more inclusive to those with disabilities.

ANDY GALLAGHER (B)

Vice President, Client Engagement Analytic Partners

Andy is heading the Analytic Partners’ London office in his role as vice president of client engagement and has more than 20 years of experience in marketing and digital measurement. Before taking on this position, he had spent seven years leading a media and analytics measurement consultancy for Kantar in various international locations. Prior to this, he spent eight years at the media conglomerate NBC Universal in New York, overseeing research and analytics in the news and sports division.

MICHELA GRACI (C)

Strategy Partner Coley Porter Bell

Michela has 15 years’ experience in strategic brand and marketing consulting. In her current role, Michela works for Tesco, Müller, Fox’s, Premier Foods, Merck and Vodafone. Prior to this she spent five years as associate director of strategy at Interbrand, working across Bayer’s consumer healthcare brands as well as the BBC, DSM and Samsung, to name just a few. Michela’s expertise spans across a diverse range of branding disciplines – from strategy definition to naming, from brand architecture and portfolio strategy to brand engagement and innovation.

JOSH GREEN (C)

Executive Creative Director Octagon

Josh leads Octagon’s creative output across its six European offices in London, Barcelona, Madrid, Paris, Frankfurt and Düsseldorf. Based in the London office, and a native of Boston, Josh has created award-winning work around the world that sits at the heart of culture for brands such as Foot Locker, Standard Chartered Bank, Porsche, Snickers, AIG, Expedia, Hotels.com, PlayStation, Cisco, and Liverpool FC. Some of his recent work also includes authoring Paddy Power’s headline-grabbing Save our Shirt campaign.

uk.superbrands.com Superbrands UK Vol. 23

Phil is group director for Flipside, part of The Weber Shandwick Collective, a Cannes Lion winning digital transformation company, specialising in the creation of interactive products that solve business problems and enhance people’s lives. In his role, he oversees a multi-disciplinary team comprising strategists, designers, UX and UI specialists as well as engineers to deliver transformative creative technology.

Chief Strategy Officer Publicis Poke

Alison is a strategic leader who has helped stepchange the direction and business performance of some of the world’s most iconic companies including the BBC, Virgin, Nike and Tesco. After starting out in brand management at P&G, Alison moved agency side where she led strategy at Wieden + Kennedy, RKCR/Y&R and BBH. Alison is currently chief strategy officer at Publicis Poke.

JAMES HOLLAND (B)

Head of Branding The Marketing Practice

James is the head of branding at The Marketing Practice, the world’s most award winning B2B agency. He is a strategically led creative focusing on digital brand experience. James previously worked at global branding agencies such as Interbrand and Elmwood. He has spent 20 years working in both the US and UK on award winning branding and comms projects for some of the world’s largest companies, spanning FMCG, airlines and communication industries.

VANELLA JACKSON (C)

Global CEO Hall & Partners

Vanella strives for outstanding creativity in everything she’s involved in. During Vanella’s tenure as global CEO, Hall & Partners has become the first research agency to win a place in The Sunday Times ‘Top 100 Best Companies to Work For’ and became the Market Research Society’s ‘Best Agency over £20 million’. Prior to her current role, Vanella spent 20 years as a planner in some of the UK’s best advertising agencies, including BBH, AMV/BBDO and JWT.

LOUISE JOHNSON (C)

CEO Fuse

Louise has more than 20 years’ experience in the sport and entertainment marketing industry, having worked both client and agency side. At Fuse, Louise has tripled the agency to a team of 350 across EMEA and APAC, servicing brands such as Nissan, PepsiCo, HSBC, Vodafone, FedEx, Klarna and Google. Louise was named one of the Sports Leaders Under 40 class of 2018, was on Ad Age’s Women to Watch Europe 2019 and was highly commended in Management Today’s Inspiring Women in Business Awards 2020.

ROB KAVANAGH (C)

Executive Creative Director

OLIVER UK @robkav

Rob has been building brands in big agency networks and specialist boutiques in London for two decades. He’s no stranger to the transformative power of creative thinking for brands, having picked up precious metal everywhere from Cannes to Campaign, IPA to DMA. As executive creative director at Oliver agency, Rob builds bespoke creative agencies directly with brands and Oliver’s teams are now the flag bearers for in-house creativity in the UK and around the world via the Inside Ideas Group.

Director of Strategic Development Wonder

Dan is a passionate business experience / live event leader who advocates audience driven, insight led, cross channel thinking that drives innovative change for clients whilst creating profitable business growth. He has more than 15 years of agency experience across sectors including technology, FMCG, travel, finance, energy and consulting for clients such as Google, Diageo, TUI, BP, WeWork, YouTube, Accenture, E.ON, Genesis, Klarna and News UK.

STEVE KEMISH (B)

CEO

Intermedia Global (IMG) @skemmo

Steve is a multi-award-winning marketer and has worked in digital marketing since 1997. Client-side originally, he went on to help grow a leading email service provider, consulted to numerous clients on digital strategy and built one of the most respected and awarded B2B marketing agencies in the UK. Steve has worked on digital marketing and strategy with many global brands including Cisco, ITV, LEGO, Skype, British Airways and Oracle. He is also a highly regarded digital marketing speaker, lecturer and writer.

OLLY KNOWLES (C)

Creative Director VMLY&R

Olly has more than 20 years of agency experience, from quasi-legal guerrilla marketing for brands at Cunning Stunts to large scale events at Momentum as well as music and entertainment platforms and experiences at FRUKT. “We are the music makers and we are the dreamers of dreams.”

Council Profiles Appendix

MIKE KUNHEIM (C)

EVP, Managing Director

Jack Morton Worldwide

Mike has been at Jack Morton, a global brand experience agency, for more than 20 years. His passion for innovation, brave ideas and reimagining brand experience has seen him play key leadership, strategic and client partner roles across multiple high-profile global projects, brand campaigns and product launches.

EMMA LAX (C)

Head of Strategy Cake

Emma is head of strategy at Cake, a Havas creative agency specialising in sport, entertainment and culture and is part of the Havas UK leadership team. She is passionate about doing work that challenges the status quo and moves culture forward. She is also a champion of diversity, representation and inclusion within the creative industries and culture.

DAMIEN LE CASTREC (C)

Head of Strategy

Droga5 London

Damien leads a department of multi-disciplinary strategists, each creating campaigns that deliver on both cultural and business impact. Damien has led the agency to create its first ever Super Bowl commercial for the world’s largest advertiser, Amazon; launched Volkswagen Group’s newest car, Marque Cupra, in Europe; and driven growth strategies for challenger brands BrewDog and Vestiaire Collective that balance entertainment and sustainability – a tricky double act.

Prior to joining Droga5, Damien was a strategy director at Bartle Bogle Hegarty London.

OWEN LEE (C)

Chief Creative Officer

FCB Inferno

Owen is passionate about using creativity to solve brands’ business problems. Since becoming chief creative officer of FCB Inferno, the agency has won 33 Cannes Lions for both his commercial and purpose-driven work, including three Grand Prix and the inaugural Glass Lion. This year the agency also won the inaugural One Show Fusion Pencil for diversity in front of and behind the camera. Prior to Superbrands, he was a member of the CoolBrandLeaders Council.

MARK LETHBRIDGE (B)

Group Chief Executive Gravity Global @mtlethbridge

Specialising in brand development, Mark is the founder and CEO of Gravity Global, an awardwinning, brand to demand marketing and communications agency. Gravity helps businesses, from startups to multinationals, achieve fast growth in complex markets. Mark is also the past president of MAGNET that acts for more than 800 brands, setting best practice in global marketing and communications across more than 40 agency locations. Prior to this, Mark founded and was CEO of the AGA Group – a communications group serving global brands.

NICK LIDDELL (B)

Brand-Strategist-At-Large Baron Sauvage @baronsauvage

Nick is a brand strategist with more than 20 years’ experience. Over that time, he has worked with some of the world’s most loved and respected brands, from Amex and Prada to Heinz, Virgin and the V&A. He is a regular conference speaker, contributor to marketing publications and author of two books on business, branding and sustainability: ‘Business is Beautiful’ and ‘Wild Thinking’.

MARTIN (C)

Group Managing Director SMP & Melody

Superunion is proud to partner with some of the world’s most iconic and trusted brands including Intel, Vodafone, HSBC, Ford, Coca-Cola and Nespresso. Holly joined Superunion in 2019 from BBH where she was managing partner with responsibility for Tesco, Google, Dulux and Kraft-Heinz. Prior to that, she held regional business development and client leadership roles at Anomaly, Isobar, The&Partnership as well as McCann London and Bangkok. She has also provided pro bono support to the domestic violence charity, Refuge.

Peter is a senior marketing communications leader, with more than 20 years’ experience running businesses and brands, delivering award-winning strategic campaigns and driving double-digit commercial growth. Before joining SMP, Peter served as managing partner at Cheil Worldwide Inc., managing director at Arc London and client director at Publicis.

PAUL MASKELL (C)

Co-Founder YOLK Creative London

In 2013, Paul co-founded YOLK Creative London. As an entrepreneurial director of client services, he possesses a huge appetite, and passion, for delivering strategic and creative campaigns for a multitude of ‘scale-up’ brands – underpinned with YOLK’s ethos for ‘growing great ideas’. With more than 25 years’ experience under his belt, he has contributed towards delivering a raft of omni-channel solutions for a diverse mix of challenger brands; Nak’d, Symprove, Marylebone Gin, Mon Dessert, House of Kojo and BACX.

uk.superbrands.com Superbrands UK Vol. 23
HOLLY MAGUIRE (C) UK CEO Superunion UK PETER

CLAIRE MASON (B)

Founder & CEO

Man Bites Dog

Claire is an entrepreneur, author and founder of award-winning global thought leadership consultancy, Man Bites Dog. With 25 years’ strategic marketing experience, Claire creates signature global campaigns for the world’s smartest organisations. Specialising in technology, professional and financial services, Claire is also the leader of the Gender Say Gap initiative to increase the visibility of expert women in business.

PAUL M C ENTEE (C)

Founder Here Be Dragons

Paul founded London creative communications & PR agency, Here Be Dragons, who create campaigns for brands such as Beavertown, Justice 4 Grenfell, Kopparberg and Braun, amongst others. He lives and works in Hackney and is a master of creative storytelling. He also owns a pet dragon, Khaleesi, who is safely ensconced at Bristol Zoo as part of the endangered species programme.

ANDREW M C LEAN (C)

Head of Strategy

PHD UK

Andrew leads PHD UK’s team of strategists and possesses deep experience across a range of categories. He brings a passion for problemsolving and understanding of consumer behaviour to his clients’ business and marketing challenges. Andrew was featured as number four in Campaign’s top media planners of 2021 and has been instrumental in helping PHD produce outstanding and award-winning work at Cannes, D&AD and the IPA effectiveness awards. He has also co-authored PHD Worldwide’s book, Shift: A Marketing Rethink, and runs the agency’s monthly internal awards programme, the Edge Awards.

STEPHEN MEADE (B)

CEO McCann Enterprise

Stephen is CEO and founder of McCann Enterprise, a corporate and B2B specialist agency within McCann Worldgroup, and recently voted ‘Best B2B Marketing Agency’ by the RAR. Prior to setting up McCann Enterprise, Stephen was European and UK head of planning for McCann. He joined McCann from Springpoint, where he was managing director, having previously spent some 15 years at both Publicis and HHCL, Campaign’s Agency of the Decade in 2000.

LORI

MEAKIN (C)

Founder Joint

After a successful career that included teaching and lecturing, advertising, management consultancy and working within the BBC, Lori co-founded a new creative business, Joint, in 2012. Since then, she has helped solve all kinds of business problems for clients, both domestically and around the world, across a broad range of outputs for brands including Amazon, Google, TripAdvisor, TSB, Vue and Kettle Chips. Beyond Joint, Lori works to accelerate gender equality for the benefit of all, and to drive better representation of people across all kinds of lived experiences.

KARA MELCHERS (C)

Content Strategy Director

Canvas8

Kara first joined Canvas8 as part of the cultural intelligence team and, following a year as interim editorial director, she now heads up the publicfacing thought leadership projects. A specialist in disruptive storytelling, Kara helps brands to tell original stories in unique and imaginative ways.

Working with clients from Google to Twitter, she aids engagement with topical trends and cultural shifts in a way that demonstrates authority, leadership and expertise.

Chief Executive Good Relations

Richard is chief executive of Good Relations, part of VCCP Partnership, one of the UK’s leading PR and social agencies. He started his career in FMCG marketing, managing brands including Andrex, Carlsberg, Mr Kipling and Colmans. Moving into the public relations industry, his agency’s proposition today is centred around developing ‘challenger’ communications campaigns for brands such as Zoopla, Pladis and Celebrity Cruises.

Co-Founder & CEO New Commercial Arts

James is co-founder and CEO of New Commercial Arts and previously co-founder of adam&eveDDB where he was CEO for 11 years. He left adam&eveDDB to get back to working with clients directly and day-to-day – it’s the reason he comes to work. He thrives on working in a close partnership with clients and their other specialist agencies, solving challenges together to deliver against tough targets, frequently at high speed.

MICHAEL MURPHY (B)

Senior Partner

Michael Murphy &

Michael has decades of international experience running large public relations firms and, for the past nine years, he has been a non-executive and adviser to a range of communications and marketing businesses globally. Based in London, he mentors senior management, supporting business planning and growth as well as helping to identify acquisition and merger opportunities. He is a regular judge of communications and marketing awards and for the last nine years and until recently was vice chair of governors at London Metropolitan University.

Council Profiles Appendix

NATASHA NANNER (C)

Director of Creative Strategy, EMEA Whalar

With over eight years of experience building meaningful relationships with clients, Natasha has developed engaging creative content and standout campaigns. Prior to joining Whalar, Natasha served as creative strategy director at Bauer Media UK, where she oversaw the creative process for all of its brands. During her tenure, Natasha helped book brand campaigns with Channel 4, Renault, UKTV, Smart Energy, alongside many others, resulting in over £16m worth of revenue.

THOM NEWTON (C) CEO

Conran Design Group

Thom is a progressive leader with more than 20 years’ experience in the design industry.

For the past 10 years, he has led the agency through the most dynamic period of growth in its 60-year history. Thom is responsible for the overall leadership of Conran across all its regional operations: UK, US and India. He works closely with both clients and internal teams as well as providing brand and communications advice at leadership level on key global accounts.

ANDREW O’CONNELL (B)

Managing Director, UK Dynata

Andrew has worked in market research for more than 25 years, starting as a research assistant at Aston Business School. His client-side roles include Bibby, RBS and Capita. During his 17 years at Dynata, he helped the adoption of online research in new client segments and new markets and has overseen numerous product innovations, including early passive metering, ad effectiveness, and data matching projects. He now has a team of 150 sales and operations staff who look after 800 UK clients.

Founder Brixton Finishing School @BrixtonFSchool

Brixton Finishing School’s aim is to create a diverse and equitable talent blueprint across marketing, advertising and the communications ecosystem, training and placing ‘under-represented’ talent into roles. Ally also launched the AD-Cademy programme which gives students a fairer chance to succeed. 2021 also saw the launch of ADventure, introducing the industry to 100,000 diverse teenagers and Visible Start for women over 45. Ally’s latest accolades include Future is Female 2022 (ADweek), Media Leader 2022 (Judges’ Choice) and Campaign’s 2021 Female Frontiers Championing Change Honouree.

KAM

Strategy Director

Ogilvy Germany

Kam is a brand and creative strategist who has worked with some of the world’s most successful brands, businesses, and government departments to navigate complex transformation and change. His work spans from adidas, eBay, gsk, Uber, Ford and AB InBev through to central government departments such as BEIS, HMRC and the Cabinet Office.

LISA RIORDAN (C)

RICHARD ROBINSON (B)

Managing Director

Xeim Engage & Oystercatchers

Richard is managing director of Xeim Engage & Oystercatchers. A practioner in modern marketing and digital transformation, he leads agile teams who accelerate marketing performance for the leaders of some of the world’s largest brands. He is passionate about digital, marketing and creative excellence, and was recently named as one of the 10 most influential leaders in digital and tech by BIMA. Richard is also an award-winning diversity advocate.

CLARE RUSSELL (B)

Creative Director

Ogilvy

Clare has over 15 years’ experience in creative advertising. She has devised entire creative platform concepts, tactical campaigns, experiential, concept videos and much more, for a wide array of clients such as Vodafone, TFL and Nokia. She now leads a team of over 20 specialist B2B creatives. Clare recently won the WACL talent award and is a huge advocate of diversity with a focus on social mobility, which earned her a place on the Ogilvy UK inclusion board.

Director Imagination

Creative

Lisa directs and leads the multi-skilled creative team responsible for delivering award-winning experiences globally for a variety of luxury brands including Rolls-Royce, Jaguar Land Rover and Robb Report. With more than 20 years of experience, her expertise and talents lie in the overall design and storytelling of engaging, highly creative communication solutions for strategically driven projects. Most recently, Lisa led the creative team responsible for the Range Rover Evoque Experiential Campaign, The Jaguar iPace Launch as well as the Jaguar Pace Season One Experience.

MARY SAY (B)

CEO & Co-Founder Brand Potential

A highly respected brand builder, innovator and business leader, Mary leads a team of 65 in the UK and the Netherlands, partnering with clients to deliver transformative brand ideas through consumer insight and strategy, innovation, brand design and creative. Brand Potential also provides Brand Due Diligence for in-house M&A teams and private equity. Mary is a partner at Candid Platform, a member of the Marketing Society and a WACL member and mentor.

uk.superbrands.com Superbrands UK Vol. 23

SUSIE SROKA (B)

Managing

Omobono

Director

Susie Sroka is managing director of Omobono and is responsible for the overall direction and operations of the agency. She has worked in digital agencies for 20 years and has delivered innovative solutions for a wealth of global brands including Danone, Unilever, SEAT, Capita and others. She made the switch from B2C to B2B three years ago and is determined to promote B2B and showcase the creativity within the industry.

MICHAEL TOMES (C)

CEO & Founder Creativepool

Michael moved to the UK from his native New Zealand more than 20 years ago. From humble begins as a website started in his bedroom, Creativepool has grown into an inspirational and informative platform, living at the intersection of art, design, tech and science. Creativepool’s aim is to help companies, big and small, find the best talent, clients and suppliers, whilst pushing what it means to be creative to the very limit.

ADRIAN WALCOTT (C)

Managing Director Brands with Values & Co-Founder, BAME2020 @ascwalcott

Adrian founded Brands with Values to revolutionise the culture of work as well as wider society, bringing a new platform (Culture Decoder) to market to help leaders establish productive, happier, inclusive, and more profitable cultures. Prior to this, Adrian spent 20 years in marketing, with responsiblty for brand, product and social media marketing at Eurostar, and previously brand management for Barclays. Adrian is also a co-founder of No Turning Back 2020 which focuses on encouraging more people from diverse ethnic backgrounds into the marketing, media and communications sector.

KARLA WENTWORTH (B)

Managing Director

Vantage Clever

Karla has spent the last 25 years immersed in marketing operations, building and leading MOps teams within global B2C and B2B businesses until eventually founding leading marketing operations consultancy, Vantage Clever, in 2019. Now specialising in Martech, transformation and global centralisation, Karla spends her time speaking, educating and co-hosting a podcast to bring marketing operations talent together as the backbone of the modern marketing department.

DAVID WILLAN (B)

Co-Founder & Former Chairman Circle Research (now Savanta)

David has spent a lifetime in B2B research. Having co-founded BPRI and sold this business to WPP, he became chairman of Circle Research, which is now known as Savanta. David then oversaw the sale of this business to Next 15 plc. He is currently a member of the Advisory Board of Green Square, M&A specialists in the marketing services sector and is deputy chair of the University of Portsmouth.

MATT WILLIFER (C)

Chief Strategy Officer Carat UK

Matt’s career has spanned creative, media and tech spheres and began at BMP DDB. He went on to become head of strategy at M&C Saatchi, and, most recently, CSO at WCRS and Engine. He has also been CEO of a games company, making games and virtual spaces for brands.

In addition, Matt has held the position of chair at the Account Planning Group.

PROF. ALAN WILSON (B)

Emeritus Professor of Marketing University of Strathclyde

@ProfAlanWilson

Alan is Emeritus Professor of Marketing at the University of Strathclyde Business School. Before joining the University, he was a senior consultant at a London-based marketing consultancy. He is the author of several marketing books and has written numerous articles on corporate reputation, services marketing, customer experience management and branding. He has acted as a non-executive director for a number of organisations and he is a Fellow of the Market Research Society.

Council Profiles Appendix

QUALIFYING BRANDS

The brands listed here have all qualified for the status of Business (B) or Consumer (C) Superbrand by scoring highly with the Business or Consumer Expert Council, and the Consumer or Business Professional audiences. Where brands perform strongly with both Business and Consumer voters, it is possible for them to qualify as both a Business and a Consumer Superbrand.

3M B 7-Up C A-Plant (now rebranded to Sunbelt) B AA C ABB B Abbott B Absolut C ABTA B ACCA B Accenture B Access Self Storage B Acer B Actimel C Activia C Adecco B adidas C Adobe B ADT B

Advanced Medical Solutions Group B AECOM B AEG C

Aegis Group B Aegon B Aggreko B AIG B AIM B Air France B Air Partners B Air Products B Airbnb C Airbus B AkzoNobel B Aldi C Alfa Laval B Alfa Romeo C Allen & Overy B Allianz B Almac B Alpen C Alpro C Alstom B Alton Towers C Always C

Amazon C Ambre Solaire C Ambrosia C AMD B American Airlines B C American Express B C

American Express Global Business Travel B Amey B Anadin C Ancestry C Anchor C Andrex C Anglo American B Ann Summers C AO.com C Aon B Apple B C Apple TV+ C Aptamil C Aquafresh C Aramark B Arcadis B ArcelorMittal B Ardent B Argos C Ariel C Arm B

Armani Beauty (Giorgio Armani) C Arriva B Arsenal FC C ASDA C ASOS C

Business School

Atlas Copco

Bessie’s

Bestway Wholesale B Bet365 C BHP B Bibby Marine B BIC B C Bidfood B Biffa B Big Yellow B Bird & Bird B

Birds Eye C Bisto C Bitdefender B BLACK+DECKER B C

Bloomberg B Bloomsbury Professional B Blue Circle B BMA (British Medical Association) B BMI B BMW C BNP Paribas Real Estate B BOC B

Bodycote B Bodyform C Boehringer Ingelheim B Boeing B Bold C Bombardier B Bombay Sapphire C Booker B Booking.com C Boots C Bosch B C Bose C Boston Scientific B Bovril C Box B BP B C Braemar B Brakes B Branston C Braun C Brewers B Bridgestone C Bristol-Myers Squibb B BRITA C

British Airways B C British Chambers of Commerce B British Council B British Gas B C British Gypsum B British Heart Foundation C British International Helicopters (BIH) B British Land B British Red Cross C British Steel B Britvic C Brother B Brunswick B BSI B BT B C BT Sport C Budweiser C Build-A-Bear Workshop C Bupa B C Burger King C Business Design Centre B Buxton C Cadbury C Cadent B Caffè Nero C CALPOL C Calvin Klein C Cambridge Judge Business School B Campbell’s C Canary Wharf Group B Cancer Research UK C Canon B C Capgemini B Capital FM C Capri-Sun C Carat B Carex C Cargill B Carlsberg C Carte D’Or C Carter Jonas B Cat B

Dental

Cathay Pacific B Cathedral City C CBI B CEF B CEMEX B Center Parcs C Central Hall Westminster B Centrum C Channel 4 C Channel 5 C Chelsea FC C Chessington World of Adventures C Chevron B Chubb B C Churchill C Cif C CIMA (Chartered Institute of Management Accountants) B CIPD B CIPS (Chartered Institute of Procurement and Supply) B Cisco B Citi B City & Guilds B City Plumbing Supplies B Claranet B Clarins C Clarks C Classic FM C Clear Channel B Clifford Chance B Clinique C Clyde & Co B CMI (Chartered Management Institute) B

Co-op Food C Co-operatives UK B Coca-Cola C Colgate C Colman’s C Comfort C comparethemarket.com C Compass Group B Confused.com C Continental C Converse C Cornetto C Corona C Corsodyl C Costa C Costain B Costco B Cosworth B Cow & Gate C Cranfield School of Management B Crayola C Credit Suisse B Crowd2Fund B Crowdcube B Crown B Crown Paints C Crown Trade B Crowne Plaza® Hotels & Resorts B Cummins B Cunard C Cuprinol C Currys C Cushelle C DAF B Daikin B Daily Mail C Dairylea C Dale Carnegie B Danone C Datanet B DB Cargo UK B DB Schenker B De La Rue B De Vere B De’Longhi C Deep Heat C Deliveroo C Dell B C Deloitte B Dennis Eagle B Dettol C Deutsche Bank B DeWALT B DHL B Digitas B Dior C Direct Line C Direct Line for business B Disney C Disney Channel C Disney+ C dnata B Dolmio C Domestos C Domino’s Pizza C Doncasters B Dorchester Collection B Doritos C Dove C Dow B DPD B Dr Pepper C Dr. Martens C Dr. Oetker C Dropbox B DRS (Direct Rail Services) B DS Smith B Ducati C Dulux C Dulux Trade B Dun & Bradstreet B Dunelm C Dunlop C DuPont B Duracell C Durex C Durham University Business School B Dynacast B Dynata B Dyson C E.ON B C E45 C Early Learning Centre C easyJet B C Eaton B eBay C Eddie Stobart B Edelman B Eden Project C EDF B C EE C

eHarmony C Elastoplast C Elizabeth Arden C Ella’s Kitchen C Elopak B Embraer B Emirates B C Emma C Energizer C ENGINE B Epson B Equifax B Equinix B Ericsson B Estée Lauder C Etihad B C Euroffice B Euromillions C Euronext B Eurostar B C Eurotunnel B C evian C ExCeL London B Expedia C

Experian B ExxonMobil B EY B Facebook C Fagan & Whalley B Fairtrade Foundation B Fairy C Fanta C Farley’s C Farnell B Febreze C FedEx B Felix C Ferrero Rocher C Fever-Tree C Filofax B Financial Times C Finish C FireAngel B Fisher-Price C Fitbit C Fitch Group B Five Guys C Fiverr B Flash C Flora C Flymo C Foot Locker C Ford C Fred Perry C Freightliner B Frost & Sullivan B Fruit Shoot C FSB B FSC (Forest Stewardship Council) B FTSE Russell B Fujitsu B Funding Circle B Funky Pigeon C Galaxy C Gallup B GAME C Garnier C Gartner B Gatwick Airport C Gatwick Express B Gaviscon C GB Railfreight (GBRf) B GE B GE Lighting B General Dynamics UK B Generali B GfK B Gibbs & Dandy B Gillette C GitLab B GKN B Glassdoor B GlaxoSmithKline (GSK) B Glencore B Glenfiddich C Glenmorangie C Global B Global Payments B GlobalData B GoCardless B Go.Compare C GoDaddy B Goldman Sachs B Goodyear C Google B C Gordon’s C Graham B Grant Thornton B Great Portland Estates B Green & Black’s C Green Energy UK B Greencore Group B Greenergy B Greggs C GREY GOOSE C Grosvenor B Grundon B Gü C Guinness C H&M C Häagen-Dazs C Habitat C Halfords C Halifax C Hall & Partners B Halliburton B Halls C Hamleys C Hanson B Hapag-Lloyd B Hargreaves Lansdowne C Haribo C Harris B

Harrogate Convention Centre B Harvey Nichols C Haymarket B Hays B HCL Technologies B Head & Shoulders C Heart C

Heathrow C

Heathrow Express B Heineken C Heinz C HELLA B

Hellmann’s C HelloFresh C Hendrick’s Gin C Henkel B

Henley Business School B Herbal Essences C Hermes B Hertz C

Highland Spring C Hilton Food Group B Hilton Hotels & Resorts B C

Hiscox B Hitachi B Hobbycraft C

Hogan Lovells B Holiday Inn B C Holland & Barrett C Homebase C Homepride C Honda C Honeywell B Hoover C Hornby C Hotel Du Vin B Hotels.com C Hotpoint C Hovis C Howden* (in the Industrial Engineering - General category) B Howden* (in the Insurance & Reinsurance category) B Howdens B Hozelock C HP B C HP Sauce C HPE (Hewlett Packard Enterprise) B HSBC B C HSS Hire B

Huggies® Wipes C Hula Hoops C Hunting B Hutchison Ports B HW Fisher B Hyperoptic B Iams C ibis B IBM B Ibstock B ICC Birmingham B Iceland C Ideal B IET

(The Institution of Engineering and Technology) B IKEA C IMechE (Institution of Mechanical Engineers) B Imperial College Business School B Imperial Leather C Indeed B INEOS B Infosys B Initial B innocent C Instagram C Intel B Intercontinental Hotels & Resorts B C Interflora C Intuit B Investec B Investors in People B IoD (Institute of Directors) B IP Group B Ipsos B Iron Mountain B Irwin Mitchell B ISS B ITV C ITV Media B IVECO B J.P. Morgan B J2O C Jack Daniel’s C Jacob’s C Jacob’s Creek C Jacobs B Jaguar C Jammie Dodgers C Janssen B JCB B JCDecaux B JD Sports C Jewson B Jiffy B Jim Beam C JLL B JobServe B

uk.superbrands.com Superbrands UK Vol. 23
B
B
B
C
B
C
B
B
B
B
Aston
B AstraZeneca B Atkins B
B Atos B Audi C Aunt
C Aussie C Auto Trader C Autodesk B Autoglass® B Avast B Avery B Avis C Aviva B C AWS
AXA
C Axis Security
B&Q
Babcock B Bacardi C BAE Systems
Baileys
Bain & Company
Baker McKenzie B Balfour Beatty B Bank of America B Bank of Scotland B Barbour C Barclaycard
C Barclays
C Barratt Homes C BASF B Baxi B Baxter
Bayer B BBC C BBC Children in Need C
Beechams C Ben & Jerry’s C Benchmarx B Benecol C Benylin C Bertolli C
BBC iPlayer C BDA (British
Association) B BDO B Beck’s C
Jobsite B John Deere B John Frieda C John Lewis & Partners C John West C Johnnie Walker C Johnson & Johnson B Johnson Controls B Johnson Service Group B JOHNSON’S C Johnstone’s Trade B Jordans C JUST EAT C Kantar B Kaspersky B Kearney B Keller B Kellogg’s C Kenco C KETTLE Chips C Kew Gardens C KFC C Kier B KIMBERLY-CLARK PROFESSIONAL B Kindle C Kingsmill C Kingspan Group B Kiss C Klarna B Kleenex C KLM B Knight Frank B Knorr C Komatsu B Kompass B KONE B Kopparberg C Korn Ferry B KP C KPMG B
Please note that this list reflects the brands as presented in the
brands may subsequently have been altered
may
be
or
Superbrands research voting process;
or entirely rebranded, while others
no longer
sold
operational.

Krispy Kreme C Kroll B

Kronenbourg 1664 C Kuehne + Nagel B Kwik Fit C L’Oreal Paris C Lacoste C Ladbrokes C Laing O’Rourke B Lakeland C Lambert Smith Hampton B Lancôme C Land Rover C Landmark B Landsec B lastminute.com C lastminute.com London Eye C Lavazza C Le Creuset C Lea & Perrins C learndirect B Leeds University Business School B LEGO C

LEGOLAND C Lemsip C Lenor C Lenovo B C Leo Burnett London B Letts of London B Levi’s C LexisNexis B Lexus C LG B C Lidl C Liebherr B Lilly B Linda McCartney C Lindt C LinkedIn B

Linklaters B Listerine C Liverpool FC C Lloyd’s B Lloyd’s Register B Lloyds Bank B C LloydsPharmacy C Lockheed Martin B Logitech B

Lok’nStore B London Business School B London Metal Exchange (LME) B London School of Economics and Political Science (LSE) B London Stock Exchange Group B LondonEnergy B Loomis B LPPM (London Platinum and Palladium Market) B

Lucozade C Lufthansa B Lurpak C LUSH C Lynx C M·A·C C

Maclaren C Macmillan Cancer Support C Madame Tussauds C Maersk B Magnet Trade B Magnum C Makita B Malmaison B Maltesers C Mamas & Papas C MAN B

Manchester Airport C Manchester Central B Manchester City FC C Manchester United C Manpower B Marie Curie C Marks & Spencer C Marmite C Marriott Hotels & Resorts B C Mars C Marsh B Marshall B Marshalls B Martini C

Marvel C Massey Ferguson B Mastercard B C Matthew Clark B

MaxFactor C

Maybelline New York C McAfee B McCain C McCann London B

McCoy’s C McDonald’s C

McKinsey B McLaren B McVitie’s C Mears B

Meccano C MediaCom B Menzies

Morgan Sindall B Morgan Stanley B Morrisons C

Mr Kipling C Mr Muscle C Mr Sheen C

Müller C Munich Re B

Murphy B Nando’s C National Express B C National Grid B National Trust C

Nationwide C Nationwide Platforms B NATS B Nature Valley C NatWest B C

NEC B NEFF C Nescafé C Nespresso C Nestlé Cereals C NetApp B Netflix C NETGEAR B NetJets B Neutrogena C New Holland B

Next C NFU B NFU Mutual B Nielsen B Night Nurse C Nike C Nikon C Nintendo C Nissan C Nivea C Nokia B

Northern Gas Networks B Northern Powergrid B Norton B

Nottingham University Business School B Novartis B Novo Nordisk B NSPCC C Nurofen C Nutella C NVIDIA B O2 C Oasis C Ocado C OCS B Octopus Energy B C ODEON C Office Depot B OfficeTeam B Ogilvy B Olay C Olympia London B Olympus B Omega C Onken C OnTheMarket.com C Openreach B Optrex C Opus Energy B Oracle B Oracle NetSuite B Oral-B C Ordnance Survey (OS) B Osborne Clarke B

Oscar Mayer Group B OSRAM B Otis B Oxfam C Oxford BioMedica B Oxford Black n’ Red B Oxford Instruments B Oxford Nanopore Technologies B OXO C Paddy Power C Pampers C Panadol C

Panasonic C Panasonic Business B Panda B Pandora C Pantene C Paper Mate B

Metro Bank

Miele

Miracle-Gro

Mitsubishi

MoneySuperMarket

Monzo

Parcelforce Worldwide B Park Inn by Radisson B Park Plaza B Parker B PARKER B Patak’s C Paul Smith C PAXO C Paym B PayPal B C PayPoint B Pearl & Dean B Pedigree C Peloton C People 1st B PeoplePlus B Pepsi C Perrier C Persil C Petrofac B Pets at Home C Pfizer B PG Tips C Philadelphia C Philips B C Photo-Me B PHS Group B Pickfords B

Pilkington B

Polypipe B Portakabin B Post Office C Post-it B Pot Noodle C Premier Inn B C Primark C Princess Cruises C Pringles C Pukka C Puma C Purina C Purplebricks C PwC B PYREX C QEII Centre B Quaker Oats C Qualcomm B Quality Street C Quorn C RAC C Rackspace B Radisson Blu Edwardian, London  B Radisson Hotels B C Radox C Raleigh C Ralph Lauren C Randstad B Raytheon B Red Bull C Red Hat B Red Tractor B REDBOX B Reebok C REED B Regus B Rennie C Renold B Rentokil B Revlon C Revolut B Rexel* (in the Wholesalers & Suppliers category) B Rexel* (in the Support Services – Office Equipment category) B RIBA (Royal Institute of British Architects) B Ribena C Richer Sounds C RICS B Right Guard C Rightmove C Rimmel London C Rio Tinto B Robinsons C Roche B Rolex C Rolls-Royce Group B Rotary C Rowntree’s C Royal Albert Hall C Royal Bank of Scotland B ROYAL CANIN C Royal Caribbean International C Royal Doulton C Royal London B Royal Mail B C RSA B RSM B RSPCA C Rubix Group  B Russell & Bromley C Russell Hobbs C Ryman B Ryvita C S.Pellegrino C S&P Global B Saatchi & Saatchi B Safestore B Sage B Saïd Business School B Sainsbury’s C Saint-Gobain B Salesforce B Samaritans C Samsung B C San Miguel C Sanatogen C Sandals Resorts C SanDisk B Sandvik B Sanofi B Santander B C SAP B SAS B Save the Children C Savills B Savlon C Scalextric C Scania B Schindler B Schneider Electric B schuh C Schwartz C Schwarzkopf C Schweppes C Scott’s Porage Oats C Scottish and Southern Electricity Networks  B Scottish Widows C ScottishPower B Screwfix B C SEA LIFE Centres C SECOM B Securitas B Seedrs B SEGRO B Seiko C Selco Builders Warehouse B Selfridges C Sensodyne C Serco B ServiceNow B Seven Seas C Shaftesbury B Shark C Sharp B Sharwood’s C Sheba C Shell B C Sheraton B

Shopify B Shred-it B Shredded Wheat C Siemens B C Siemens Healthineers B

Silentnight C Silver Spoon C Simba C Simmons & Simmons B Simple C Simplyhealth B Singapore Airlines B C Sir Robert McAlpine B Skanska B SKF B Skillsoft B Skrill B Sky C Sky Bet C Sky Media B Skype B C Slack B

Slaughter and May B Slumberland C SmartWater B Smeg C Smirnoff C Smith+Nephew B Smiths Group B Smurfit Kappa B Smyths Toys Superstores C Snap-on B Snapchat C Sodexo B Soil Association B

Sony C Sony Professional B Sophos B Spaces B Specsavers C Speedy B SPORTSDIRECT.com C Spotify C Sprite C Square B STABILO B STAEDTLER B Stagecoach B Standard Life C STANLEY B Stansted Express B Starbucks C Stella Artois C Strepsils C Stripe B Subway® C Sudocrem C SUEZ B Sumitomo Chemical B SumUp B Superdrug C Superdry C Sure C SurveyMonkey B Swarovski C Swiss Re B Swissport B Symantec B Syngenta B TAG Heuer C Tampax C Tanqueray C Tarmac B Tata Communications B Tata Consultancy Services B Tate & Lyle B Tate & Lyle Cane Sugar C Taylors of Harrogate C Ted Baker C Tefal C Telford International Centre B TEMPUR C Tesco C Tesla C Tetley C Tetra Pak B Texas Instruments B Thales B The Baltic Exchange B The Body Shop C The Co-operative Bank B The Daily Telegraph C The Dorchester C The Famous Grouse C The Guardian C The Institute of Financial Accountants (IFA) B The Institution of Civil Engineers (ICE)  B The Law Society B The Myers-Briggs Company B The National Lottery C The North Face C The Open University Business School B The Range C The Royal British Legion C The Sun C The Times C Thistle B Thomson Reuters B Thorn Lighting B Thorpe Park C Thwaites B thyssenkrupp B Ticketmaster C

TravelPerk B Travis Perkins B TRESemmé C TripAdvisor C Triumph Group B trivago C Tropicana C TSB B

TT Electronics B TUI C Twinings C Twitter C Tyrrells C Uber C UBS B UGG C UK Finance B UK Power Networks B Uncle Ben’s C Under Armour C Unipart Logistics B Unisys B United B University of Bath School of Management B University of Edinburgh Business School B University of Glasgow Adam Smith Business School B

UPS B uSwitch C Vaillant B Vanish C Vaseline C Vax C Veet C Vent-Axia B Veolia B Verisign B Vicks C Vidal Sassoon C Viking B

Viking Cruises C VINCI Construction UK B Virgin Atlantic B C Virgin Holidays C Virgin Media C Virgin Media Business B Virgin Mobile C Viridor B Visa B C Vision Express C VMware B Vodafone C Volkswagen C Voltarol C Volvic C Volvo C Volvo Construction Equipment B Vonage B Vue C wagamama C Waitrose & Partners C Walkers C Wall’s Ice Cream C Warburtons C Waterlogic B Waterman Group B Waterstones C Wayfair C WBS (Warwick Business School) B WD-40 C

Wedgwood C Weetabix C Weir B Western Union B WeTransfer B WeWork B WhatsApp C Whirlpool C Whiskas C Whistl B WHSmith C Wickes B C Wikipedia C Wilkinson Sword C William Hill C Willmott Dixon B Wincanton B Wise B

Wolseley B Wood B Woolmark B Workday B Workspace B Worldpay B Wrigley’s C Wunderman Thompson B Xbox C Xero B Xerox B Yakult C Yale B Yeo Valley C

Yodel B

Yorkshire Copper Tube B Yorkshire Tea C YouGov B YouTube C

YSL Beauty (by Yves Saint Laurent) C Zanussi C Zara C Zenith B Zettle by PayPal B Zimmer Biomet B Zoom B

Zoopla C ZSL London Zoo C Zurich B C Key B - Business Superbrands Qualifier C - Consumer Superbrands Qualifier *Superbrands categories, listed for clarification

Appendix Qualifying Brands
B
Menzies Aviation B
Menzies Distribution B
B
B
Mercedes-Benz C Mercer B Mercure
Michael Page B Michelin C
Microsoft B C
C Mind Gym B
Mindshare B Mintel B
B
C Mitie
Electric B Moderna B
MoneyCorp B
MoneyGram B
C
Monster B
B Moody’s B
Moonpig C Moore B
Moorhouse B
PILOT B PIMM’S C Pirelli C Piriton C Pitney Bowes B PizzaExpress C Play-Doh C PlayStation C Playtech B Plenty C Plumbase B Plusnet B Polo C
TikTok C Timberland C Tinder C Tipp-Ex B Tissot C TK Maxx C Toblerone C tommee tippee® C Tommy Hilfiger C TONI&GUY C Toolstation B Toshiba B C Totaljobs B Tottenham Hotspur FC C Toyota C Trainline C TransferGo B Travelodge B C

Quality

Reliability

Distinction

Superbrands Volume 23 features: Superbrands status is awarded for quality, reliability and distinction by a combination of an expert council, and business executives or consumers voting on a comprehensive list of more than 3,200 consumer and business-to-business brands. The Superbrands annual tells the story of many of these successful brands, exploring their history, development and achievements, showcasing why they are so well-regarded. Autoglass® Boots Business Design Centre CBI Coca-Cola Continental Crowne Plaza® Hotels & Resorts De Vere Dr Pepper Edwardian Hotels London Fairtrade Foundation Fanta Financial Times Flymo Go.Compare Holland & Barrett Hoover Howden Investors in People Irwin Mitchell Marshalls Paddy Power Photo-Me Ryman Sandals Resorts Savills Savlon Selco Builders Warehouse Shred-it Silentnight Sprite STAEDTLER Subway® Sunbelt Rentals Tata Consultancy Services Tate & Lyle tommee tippee® TONI&GUY Vodafone Whistl The cover artwork is a visual representation of brand behaviour. The lines that narrow and widen are a reflection of how consumers interact with brands and the experiences that takes place on this journey. £60.00
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.