As a full-service B2B agency, we're no strangers to complicated. We go further and dig deeper to truly understand our clients' business. Cutting through the noise to identify the unique, the unusual and the stimulating. We call this Extracting the Extraordinary. Through this approach, we simplify the complex, craft compelling creative and deliver results.

2. Who we are
– Independently owned full-service
B2B agency
– Strong track record across a range
of industries and sectors
– Deliver integrated communications
– Unpretentious, agile team
– 20+ people with core disciplines
– Operating since 1992 and IPA
recognised

3. How we work
– Deliver expertise in brand development
and storytelling, advertising, internal
comms, sales enablement and digital
– We know that creativity can solve
business problems
– We work in partnership with our clients
– Dig deep to unearth unique insights
– Cut through the noise to identify the
unique, the unusual and the stimulating
– We bring clarity to the complex

4. Our core disciplines
– Brand Development and Storytelling
– Internal Comms
– Sales Enablement
– Campaigns
– Digital

5. Identify goal
Challenge
Question
ask, ask, ask
Understand
dig deep for insight
Research
desk research,
delve deep online
Review
competitors, who they
are, what they’re doing
Interview
customers, distributors,
employees, stakeholders
Crystallise
•creative brief
•proposition
•core thought
•big idea
•launch concept
Onsite
factory tours,
office visits
Immersion
in clients’ world
Our approach

6. We call this

7. Who we do it for

8. Case studies

9. BRAND DEVELOPMENT AND STORYTELLING
Challenge The conveyancing search
market is heavily saturated with
competitors who offer similar products.
Differentiation is a real challenge in such
markets. Search Acumen wished to
articulate their uniqueness through their
brand.
Insight Search Acumen’s target audience
constantly battle complex processes and an
excess of information that prevents them
from doing their jobs.
Solution Building upon their Acumen,
our proposition was articulated in a new,
visual brand. This was manifested in their
positioning, ‘Thinking Ahead’, which
captured their thought leadership.
THINKING
AHEAD
SEARCH
ACUMENCUMEN
A
SEARCH
AHEAD
THINKING
THINKING

10. BRAND DEVELOPMENT AND STORYTELLING
Challenge CAAi, the commercial arm of
the UK Civil Aviation Authority (CAA), was
facing increased competition in the aviation
consultancy market and lacked a defined
visual identity.
Insight CAAi was often confused with its
parent organisation, CAA, with clients not
understanding the difference between the
two entities and the benefit of them
working together.
Solution By creating a strong positioning
– Above and beyond – and brand identity,
we helped the CAAi clearly articulate its
remit and stand out as a leading
consultancy in the market. CAAi has seen
strong growth built from its clear definition
and consistent brand articulation.

11. BRAND DEVELOPMENT AND STORYTELLING
Challenge To ensure buyers consistently
consider Peerbridge Health as a core supplier
of medical technology solutions.
Insight In Peerbridge’s market, purchasing
decisions are made by multiple stakeholders,
and by both businesses and consumers.
Solution We created a robust corporate
identity and brand messaging to communicate
Peerbridge’s benefits to its multiple customer
profiles through centralised collateral.

12. BRAND DEVELOPMENT AND STORYTELLING
Challenge To capture a new vision for
the organisation and transform the brand
story into something that would really stand
out from the crowd.
Insight Heli-One were already known as
experts for MRO technical services but their
access to unprecedented amounts of flight
data meant they were so much more than
just ‘wrench turners’.
Solution We developed a positioning for
the brand – ‘Knowledge at your service’ –
that built a platform for all communication,
including an ad campaign and suite of
marketing and sales materials.

13. BRAND DEVELOPMENT AND STORYTELLING
Challenge To support an ambitious
business plan in the currency transfer
market, the brand needed reinvigorating
to support and communicate the
business, divisions and product.
Insight Behind the business was a
highly personal service from dedicated
account managers who supported the
clients and understood their needs, which
clients relied on.
Solution Creation of a new, modern
visual identity to help define them in an
extremely competitive industry and the
crafting of a corporate positioning which
brought forward a more human element
to communications.
Your currency
is our language
Wayne Mitchell
CEO
T +44 (0)20 7594 0513
M +44 (0)7748 305684
F +44 (0)870 330 5950
E wayne.mitchell@baydonhill.com
1st Floor
21 New Street
London EC2M 4TP
baydonhill.com
Your currency is our language
With compliments
Baydonhill Ltd 1st Floor 21 New Street London EC2M 4TP
T +44 (0)20 7594 0584 F +44 (0)870 330 5950 E enquiries@baydonhill.combaydonhill.com

14. Challenge Negative perceptions had
decreased engagement in and uptake of
the AkzoNobel employee benefits
programme.
Insight Engaging with multiple
stakeholders, we identified that there was
a lack of understanding in the value of the
specific benefits and the fact that they
could be used by all – from CEO to shop
floor.
Solution A campaign that captured the
spirit of what the benefit programme
really meant for the individual, centred
around a new positioning ‘Something for
everyone’. Surpassing all goals set, uptake
in the benefits doubled from 42% to 84%.
INTERNAL COMMS

15. INTERNAL COMMS
We’re looking for teams and individuals
who have made an idea a reality that
contributes to our Compass agenda.
BEST IDEAS
BURN THE
BRIGHTESTChallenge To generate increased
awareness and engagement amongst
audiences ranging from senior executives to
tea pickers across Unilever globally, in a new
employee recognition awards programme
merging three disparate programmes.
Insight Unilever employees receive a
constant stream of internal communications,
leaving them confused and unengaged.
Solution We developed recommendations
for a simpler, streamlined judging process as
well as a creative campaign to engage the
broad target group of employees resulting in
a 400% increase in entries.

16. INTERNAL COMMS
Challenge As an official Project
Everyone partner, Unilever’s mission was
to help spread the message of 17 UN
Global Goals to 7 billion people in 7 days.
Insight A number of Unilever’s key
brands were already supporting Project
Everyone’s Global Goals initiative via their
social missions.
Solution We designed a toolkit,
including posters, banners and other
material, to drive awareness of Project
Everyone’s Global Goals and underline
Unilever’s contribution to the goals
through its brands’ sustainable living
missions.

17. INTERNAL COMMS
Challenge Sales teams across Europe
were unable to develop accounts to their
potential, consistently coming up against
product and price objections from clients.
Insight Current materials and knowledge
of the full Office Depot offering – by both
clients and sales teams – was restricting
communications to a monologue, when in
fact a dialogue was needed.
Solution A central concept, focussing
around ‘Changing the conversation’ was
developed which captured a new way for
their sales teams to operate. Through
sales conferences to training materials,
we captured how a new way of thinking
could support and align the European
sales approach.

18. SALES ENABLEMENT
Challenge Customers saw Office Depot
as a preferred supplier of stationery, not a
strategic partner able to deliver value
beyond the price of products. The wider
capabilities needed to be articulated.
Insight Businesses were not aware of
the full consolidated approach or bespoke
offering a company the size of Office Depot
could deliver – the wrong conversations
were taking place.
Solution Built around a central concept
of ‘Changing the conversation’, a full sales
enablement pack was produced. The
pack led with new credentials which
created conversations around capabilities
and customer goals, delivering real value.

19. CAMPAIGNS
Challenge Many conveyancers see
searches as a low priority with different
providers unable to deliver real increased
value.
Insight There is an apathy to change as
current providers are seen as satisfactory
and change a hassle.
Solution A core concept was developed,
verbally led through targeted headlines
which confronted audience apathy head
on. Supported by stylised illustrations
reflecting the new brand identity, a unique
look and feel was created.

20. CAMPAIGNS
Challenge As a global supplier of enriched
uranium, to support the industry URENCO
wanted to engage and educate all about the
positive benefits of nuclear power and its
place within a balanced future energy mix.
Insight An obvious negative perception of
nuclear exists which is not factually based in
most cases, yet nuclear addresses a range of
key concerns people have surrounding future
power generation.
Solution We created a campaign which
centred in on little-known yet powerful facts
that provided justification for nuclear power
being an integral component of the future
energy mix. Web traffic to the campaign page
was 7,000% higher that of the average page,
and in 6 months twitter follows were up 17%.

21. CAMPAIGNS
Challenge In a saturated European market,
Mitsubishi Heavy Industries Air Conditioning
(MHIAE) was struggling to stand out.
Distributors were not fully embracing the
brand and weren’t necessarily aware of its
products’ core qualities.
Insight Reviewing the industry
communications, it was clear that the majority
featured pictures of air conditioning units –
effectively white metal boxes – that didn’t
differentiate from one another or communicate
core benefits.
Solution We translated the key insights and
qualities stakeholders associated with MHIAE
into simple-yet-smart graphic executions to
stand out, ensuring the benefit was effectively
communicated.

22. DIGITAL
Challenge To provide distributors with
key information and technical specs on all
450+ products across numerous ranges,
whilst giving MHAIE the ability to regularly
update the product portfolio.
Insight Working with the client’s technical
teams, and understanding from distributors
how products were identified, we developed
a product hierarchy that allowed ease of
identification in the website and provided
detailed specs.
Solution We developed a comprehensive
database of 40,000+ cells powering a
user-friendly interface, allowing distributors
to easily search products, find details and
specs, and print/download datasheets.
Delivered through a refreshed site and
supported by new messaging.

23. Thank you
79 Weston Street
London SE1 3RS
UK
+44 (0)20 7234 8950
mga-ideas.com
© MGA Group 2016