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CASE STUDY: Concep's microsite for Cushman & Wakefield

Cushman & Wakefield is the world's largest privately held real estate services firm. The company operates nearly 100 owned and alliance offices in the United States with access to more than 12,000 employees globally. Cushman & Wakefield's brokerage and services professionals are the most trusted in the industry, typically involved in the largest, most complex assignments in major business centres. They offer expertise in all aspects of real estate - from buying, selling, financing, leasing, managing and valuing properties, to providing strategic planning, research, portfolio analysis, site selection and space location assistance, among many other consulting services.

Cushman & Wakefield had migrated to a new CMS platform for its online offering. It was therefore crucial that its marketing agency, Concep understood this technology. This migration caused Cushman & Wakefield to rethink its strategy around access to information. Previously, the business had given its valuable content and information for free to anyone who wanted access. Part of the challenge was in how to get customers to understand the value inherent in previously freely available information and to reposition Cushman & Wakefield as thought leaders.

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