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ACHAP Case Study: Strategic Brand Redefinition to Revitalize the Association’s Role and Usher in a New Era.

ACHAP

Challenging the Status Quo to Revitalize the Role of a Trade Union

Challenging the Status Quo to Revitalize the Role of a Trade Union

ACHAP Case Study: Strategic Brand Redefinition to Revitalize the Association’s Role and Usher in a New Era.
01

The Challenge

We are promoting a new approach to career transition

Faced with an extremely challenging landscape for advertising agencies—marked by a major transformation in communications driven by the rise of the digital world, coupled with the fragmentation of communication platforms and audiences, and the growing complexity of brand-building—the advertising agency industry needed to redefine its vision for the future.

The challenge was to revitalize its role, reinvigorate itself with a new purpose, and broaden its perspective on the region and its key stakeholders in order to become a relevant collective in the world of creativity.

02

What We Did

Our Value Proposition

Challenging the status quo and ACHAP’s history up to that point, we delved into the gaps and opportunities in the industry from the perspectives of various stakeholders (members, non-members, former members, and members’ clients).

Then, through a collaborative effort involving the union’s leaders and members, we redefined the current and future scope in which the brand aspired to operate, redefined its purpose, established key strategic pillars, and designed an action plan with priority initiatives to support the transformation.

03

Result

Our Impact: A Connected Brand

The launch of the Chamber of Creative Enterprises, a new brand that embodies the industry’s vision of integration and future development, a broader network of current and potential members, and a set of guiding principles featuring key initiatives led by association members as part of its transformation.

ACHAP Case Study: Strategic Brand Redefinition to Revitalize the Association’s Role and Usher in a New Era.

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