Trade Advertising:
Serco

Marketing Challenge:
When Serco, one of the world's largest public sector contractors, based in the United Kingdom, acquired Resource Consultants Inc., a large beltway-based defense contractor, it needed an effective advertising campaign that would facilitate a smooth brand transition in the highly-competitive defense marketing arena. It entrusted The Borenstein Group to get the message to market.

Strategic Solution:
Instantly recognizing the need to localize Serco's brand of excellence in service, The Borenstein Group created an inspiring ad that focused, not on the corporation, but on what it does for America's soldiers: delivery of effective support services. Featuring the emotional moment of a father returning from war to hug his kids helped Serco get positive brand exposure in leading defense and government publications.