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CASE STUDY: 'Communicating style and choice' for AKW by Wyatt International

AKW specialises in showering, daily living and kitchen solutions for the elderly, disabled and less able people of all ages.

With an increasingly ageing population, the future sales potential for this sector is high, especially for a market leading business like AKW. However, AKW was aware of a rather tired brand and lack of unique positioning. It recognised this as a weakness and was looking for a fresh approach. It was also looking to promote its offer to a wider audience – including the healthcare profession and builders’ merchants. This was the brief they set agencies in two individual competitive pitches: one for rebranding, the other for PR.

Wyatt demonstrated an integrated approach from the word go, and picked up both pieces of business. Since then, and in a short timescale, we have created a new brand and corporate identity, launched a highly successful ‘Styleability’ campaign and placed a large number of articles in influential publications, helping position AKW as a thought and practice leader. We’ve also delivered an effective social media strategy and started a major overhaul of their website. The early results have been hugely encouraging, with favourable responses from customers and influencers across the disability sector.