Serco: Marcom

Marketing Challenge:

When Serco, one of the U.K.’s largest public sector contractors, acquired U.S. defense company Resource Consultants Inc., it sought a streamlined advertising campaign to facilitate the brand transition. Aware of the stakes in a hypercompetitive defense arena, Serco entrusted The Borenstein Group to get its message to market.

Strategic Solution:

Recognizing the need to firmly orient Serco’s brand in American service, The Borenstein Group created an emotional campaign emphasizing Serco’s delivery of lifesaving support services to U.S. soldiers. Placed in leading defense and government publications, the ad garnered valuable brand exposure among the Washington cognoscenti.