The Power Behind Your Business


Following the merger of electrical contractor membership bodies, NICEIC and ELECSA, it was our job to unify the two brands without changing company names, logos and colourways. It was clear that a mutually beneficial common ground was required to bring everything together.


Despite the obvious differences it was clear that both organisations shared a common aspiration, which was to win more work for their members and to retain and potentially increase membership numbers.


Our solution, ‘The Power Behind Your Business’ acted as a powerful proposition with the reassurance that NICEIC/ELECSA were going to be ‘there for you’ and ‘on your side’. Avoiding industry-typical laddish imagery we portrayed electricians as proud, heroic and intelligent professionals.


  • Two consecutive record-breaking sales years
  • Year 1 ROI = 4:1
  • Market share increased to 77.8%
  • Membership enquiries up 133% YOY
  • Construction Marketing Awards – Best use of Branding and Positioning
  • Construction Marketing Awards – Best use of Advertising