Superbrands Volume 22 by Damon Segal

Volume 22

uk.superbrands.com

CO-FOUNDER ACADEMY OF CHIEF MARKETERS CEO SUPERBRANDS UK Damon Segal CO-FOUNDER ACADEMY OF CHIEF MARKETERS Nathan Mathan CHIEF OPERATING OFFICER ACADEMY OF CHIEF MARKETERS Felisa Kennard BRAND LIAISON DIRECTOR ACADEMY OF CHIEF MARKETERS Ed Dawes BRAND LIAISON MANAGER ACADEMY OF CHIEF MARKETERS Zerminay Shah EDITORIAL DIRECTOR SUPERBRANDS UK Angela Cooper DESIGN DIRECTOR SUPERBRANDS UK Verity Burgess

No part of this publication may be reproduced or transmitted in any form by any means, electronic, digital or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of text, photographs, logotypes without first obtaining permission in writing from the publisher of the book together with the copyright owners as featured. Printed in England ISBN 978-1-8382519-1-8

CONTENTS

THOUGHT PIECES

About Superbrands

Hoover

AI: It’s Here and it Wants Your Budget

Academy of Chief Marketers

Investors in People

Endorsements

Irwin Mitchell

Superbrands Selection Process

Jaguar

By Nathan Mathan CEO DNA Digital

Ladbrokes

Liverpool FC

Marshalls

Olympia London

P&O Ferries

Introducing the Expert Councils Foreword

BRAND STORIES

Why Agile, Real-Time Brand Tracking is More Critical Than Ever By Nancy Brigham VP & Head of Research Science Dynata

Qatar Airways

ACCA

Royal Mail

Brand is Just the Beginning

AKQA

RWE

AMD

Sandals Resorts

Autoglass®

Savills

By Damon Segal CEO Emotio Design Group

Aviva

Selco Builders Warehouse

Boots

Shred-it

British Airways

Silentnight

Bywaters

Sophos

CBI

Subway

Continental

Tata Consultancy Services

De Vere

tommee tippee

DP World

TONI&GUY

Edwardian Hotels London

TSB

Equiniti

Xero

ExCeL London

Financial Times

Flymo

Key

Research and Results Overview

Heathrow

B - Business Superbrands Qualifier

Superbrands Expert Council Members

Holland & Barrett

C - Consumer Superbrands Qualifier

Qualifying Brands

Harnessing the Power of Data By Andrew Stephenson Director of Marketing EMEA Treasure Data

COVER ARTIST About ArtistJodi

APPENDIX

Superbrand status is awarded for quality, reliability and distinction. Only the most highly rated brands achieve this accolade

To ascertain which brands are most highly regarded, a comprehensive list of more than 3,200 consumer and business-to-business brands are voted on by our independent expert panels, alongside consumers, for the Consumer Superbrands programme and business executives for the Business Superbrands programme. Votes are combined to reach a final ranking for each brand and those with the highest scores are awarded Superbrand status. Volume 22 of the Superbrands UK publication, tells the story of many of these successful brands, exploring their history, development and achievements, showcasing why they are so well-regarded. These case studies provide valuable insights into the strategies of the brands that consumers and business professionals trust and admire. The Superbrands organisation identifies and pays tribute to exceptional brands throughout the world. The UK programme is run under license by the Academy of Chief Marketers.

About the Academy of Chief Marketers World-class learning and personal development for chief marketers everywhere

Nathan Mathan and Damon Segal are the joint CEOs of the Academy of Chief Marketers and are delighted to be at the helm of Superbrands UK. The Academy of Chief Marketers is a unique offering for chief marketing officers or heads of marketing to have access to a personal and professional development forum for expert learning, peer-to-peer insights, support and one-to-one mentoring and coaching. Through facilitated issue and idea sessions, the Academy provides a confidential way in which to gain invaluable support from a group of highly qualified CMOs, regularly hosting world-class speakers. There is no better way to exchange knowledge than to gather a set of peers helping each other overcome challenges and drive business forward.

The Academy believes that it is time to bring world-class learning and personal development to chief marketers everywhere. For a long time, CEOs have had access to this sort of development through various organisations and now we bring the same opportunities to marketing professionals. CMOs and marketing directors are all involved in leadership in some form, be it with their board, teams or suppliers. The Academy of Chief Marketers enables marketers to realise their full potential which can transcend across their business, career and personal development. Our Purpose is to inspire Chief Marketers to accomplish more.

About Damon Segal After spending nearly 20 years in leadership and personal development and 30 years in the design and marketing arena with almost 25 of those online, Damon wanted to facilitate a completely confidential environment for chief marketers and marketing directors to learn, inspire and grow. “Often a marketer’s role is a lonely misunderstood one in an organisation, and the Academy can provide the learning and guidance that marketers often miss out on in their businesses, which is great for both the marketer and business growth.” About Nathan Mathan With a blue-chip background in managing and consulting the full cycle of a technology solutions for a business, Nathan has worked in senior positions in a wealth of businesses including Capita, British Airways and Barclays Capital. Nathan has an excellent understanding of how to seamlessly integrate the marketing function with a business’s technology. Nathan has spent more than five years in leadership learning and coaching and brings a unique dynamic to the Academy meetings.

SOPHIE DEVONSHIRE CEO The Marketing Society Author of Superfast: Lead At Speed

This year is a critical one for those working in marketing. Brands and the leadership of marketers have an important role to play in a world which is recovering, reshaping and rebuilding post-pandemic. As a new era of technological, environmental and societal change emerges, the Superbrands will be the ones who help simplify choices and lead consumer change. There are some interesting examples of the ability of brands to be agile, pivoting and responding to the challenges and opportunities in their markets this year and who are driving change with courage and creativity. Each edition of Superbrands is a great record of those who are leading the way, the brands who are building enormous value for their organisations and the marketers who are leading the conversations.

JOHN NOBEL Director British Brands Group

The brands you will find on these pages celebrate not just branding excellence but also their sheer diversity. Across product and service sectors and whether B2C or B2B, branding plays a fundamental role in how companies compete for our attention and custom and the value they generate in doing so. This comes across loud and clear in the pages that follow. Brand is not the only business model of course, though it is the one that can generate the most reliable, sustainable value. Whether it does so is down to the focus, ingenuity and skill of the organisations behind the brands. They however do not operate in a vacuum, being regulated at almost every level. Now that the UK is developing its own regulatory approach, it is crucial to sustain a climate in which brands may thrive. It is not something to be taken for granted. The examples you will find on these pages demonstrate the rewards from doing so, rewards that are felt by each of us as individuals, employees and citizens, no matter where in the UK we live. It is those rewards that the British Brands Group celebrates.

JENNIFER SPROUL Chief Executive Institute of Internal Communication

We are thrilled to continue to support this year’s edition of Superbrands. With so much change happening in the world, great brands are created through a commitment to a shared purpose and values. It is imperative for brands to become social movements and demonstrate this through their actions and behaviours from the inside out, to their consumers, employees, and stakeholders. Great brand management is paramount to achieving this through the alignment of internal and external communication. To see brands recognised in this edition is testament to the great work that is taking place; how we are evolving our organisations and create great experiences that resonate with the changing needs, and expectations of society. At the IoIC we are proud to support Superbrands to showcase those brands that are making a difference.

About the Superbrands Selection Process Superbrands Volume 22 The annual Consumer Superbrands and Business Superbrands surveys are long running brand sentiment studies that identify the UK’s strongest consumer and business-to-business brands respectively. Brands do not apply or pay to be considered for Superbrands status. In order to provide a broad review of the market and ascertain the strongest brands in each category, all the key players in each sector are evaluated through the voting process. More than 3,200 brands across 152 categories were voted on in this year’s surveys. These initial brand lists were compiled using a range of relevant data sources, such as market share, share of voice and industry league tables. Since 2006 this has been independently managed by The Centre for Brand Analysis (TCBA), which undertakes brand research, evaluation and strategy projects. Consumer Superbrands A total of 2,500 British adults voted on a list of 1,631 brands across 81 different categories. The list is also ratified by the independent and voluntary Consumer Superbrands Council; 38 leading marketing experts, providing a secondary quality control mechanism. Brands not highly rated by the experts are vetoed from attaining Consumer Superbrand status. Business Superbrands This list is jointly chosen by 2,500 British business professionals with purchasing or managerial responsibility, and the independent, voluntary Business Superbrands Council comprising 26 leading business-to-business marketing experts. Both audiences voted on 1,588 brands in 71 categories.

Definition of a Superbrand All those involved in the voting process bear in mind the following definition: ‘A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.’

collected through surveys, Dynata is the cornerstone for precise, trustworthy quality data. Dynata serves more than 6,000 market research, media and advertising agencies, publishers, consulting and investment firms and corporate customers in North America, South America, Europe, and Asia-Pacific.

In addition, the voters are asked to judge brands against the following three factors: • Quality

Does the brand provide quality products and services?

• Reliability

Can the brand be trusted to deliver consistently?

• Distinction

Is it well known in its sector and suitably different from its rivals?

Naturally, as a brand perception and sentiment survey, individual opinions will be impacted by a number of additional factors. Only the most highly regarded brands from these surveys are awarded Superbrand status. These brands do not pay for this status and can proclaim their success to stakeholders. Member brands are also able to use the Superbrands seal (shown to the right) to showcase their award. To access the consumer and business professionals that vote in our surveys, TCBA has partnered with the global leader in digital research data, Dynata. Dynata is the world’s largest first-party data platform for insights, activation and measurement. With a reach that encompasses over 62 million consumers and business professionals globally, and an extensive library of individual profile attributes

dynata.com

BRITAIN’S CHOICE

2021/22

Business Superbrands Council The Business Superbrands Expert Council is chaired by council member Stephen Cheliotis, Chief Executive at The Centre for Brand Analysis (TCBA)

STEVE ALDRIDGE

STEVE DYER

MICHAEL MURPHY

Chief Creative Officer Wunderman Thompson UK

Managing Director Oil the Wheels

Senior Partner Michael Murphy &

ROB ALEXANDER

JAMES FARMER

GLENN ROBERTSON

Partner Headland

Co-Founder B2B Marketing

CEO The Channel Agency

RUTH ALLCHURCH

JASON FLETCHER

CLARE RUSSELL

Managing Director WE-UK

Executive Creative Director Merkle B2B

Creative Director Ogilvy

STEPHANIE BAILEY

STEVE KEMISH

MARY SAY

Managing Director FleishmanHillard

CEO Intermedia Global

CEO & Co-Founder Brand Potential

ALLY BANCROFT

MARK LETHBRIDGE

SUSIE SROKA

SVP, Global Client Practice The Marketing Practice

Group Chief Executive Gravity Global

Managing Director Omobono

ALEX BIGG

NICK LIDDELL

LAURA TAPPER

CEO Engine | MHP+Mischief

Brand-Strategist-At-Large Baron Sauvage

Managing Director, B2B Practice Weber Shandwick

LORNA CHARLISH

CLAIRE MASON

DAVID WILLAN

Director Digital Radish

Founder & CEO Man Bites Dog

Co-Founder & Former Chairman Circle Research (now Savanta)

KATE COX

STEPHEN MEADE

CEO Bray Leino

CEO McCann Enterprise

KIRSTY DAWE

ROB MORRICE

CEO Webeo

CEO Stein IAS

PROF. ALAN WILSON PHD Emeritus Professor of Marketing University of Strathclyde

Consumer Superbrands Council The Consumer Superbrands Expert Council is chaired by Stephen Cheliotis, Chief Executive at The Centre for Brand Analysis (TCBA) SARAH BAUMANN

PHIL HAKIM

RICHARD MOSS

Managing Director VaynerMedia

Managing Director Flipside Group

Chief Executive Good Relations

FIONA BENNIE

JED HALLAM

JAMES MURPHY

Partner Fortitude Partners

Head of Communications Planning Snapchat

CEO New Commercial Arts

ANDREW BLOCH

EMMA HARMAN

ANDREW O’CONNELL

Founder Andrew Bloch & Associates/ Frank PR

President EMEA Whalar

Managing Director, UK Dynata

CLAIRE HOLDEN

ALLY OWEN

ED BOLTON

Chief Innovation Officer H+K London

Founder Brixton Finishing School & Hoxton United

Principal (Creative) Yonder

YASMIN BORAIN Chief Experience Officer Tribal Worldwide

FEDERICA BOWMAN Global CEO FirmDecisions

HELEN CALCRAFT Co-Founder Lucky Generals

CLAIRE COOTES Managing Director Digitas

SIMON DIXON Co-Founder DixonBaxi

JULIAN DOUGLAS Vice Chairman & International CEO VCCP Partnership

KATIE EDWARDS Managing Partner Publicis.Poke

LEWIS IWU

CAROLINE PARIS

CEO & Founding Partner Purpose Union

Executive Creative Director Brave

VANELLA JACKSON

KAM PHULLAR

Global CEO Hall & Partners

Head of Strategy MSL UK

ROB KAVANAGH

JULIAN PULLAN

Executive Creative Director OLIVER UK

Vice Chairman & President International Jack Morton Worldwide

EMMA LAX

LISA RIORDAN

Strategy Director Cake

Creative Director Imagination Ltd

OWEN LEE

ADRIAN WALCOTT

Chief Creative Officer FCB Inferno

Managing Director, Brands with Values & Co-Founder, BAME2020

PETER MARTIN

GUY WIEYNK

Group Managing Director SMP & Melody

Global CEO AnalogFolk

AMY MCCULLOCH

DYLAN WILLIAMS

Founder & Managing Director eight&four

CSO, Droga5 London & Managing Director Accenture Interactive

LORI MEAKIN JONATHAN EMMINS Founder Amplify

Founder Joint

KARA MELCHERS MICHELA GRACI Strategy Partner Coley Porter Bell

Content Strategy Director Canvas8

MATT WILLIFER Chief Strategy Officer Carat UK

Welcome Superbrands Volume 22 Welcome to Volume 22 of the Superbrands annual, our collection of brand wisdom lovingly (and contactlessly) delivered to your door or inbox. There’s a lot packed in between the covers in this edition; I’m always very proud of our contributors and the time and effort that goes into their submissions, but particularly so this year given the challenges and changes we’re continuing to face together going forward into 2022. When I sat down to read through the stories and articles to look for a theme I could pick up in writing this foreword, I was struck by the richness and variety I was seeing… and that the only thing they all really had in common is that they’re all unique in their thinking and approach. I was reminded (again) that creating a powerful brand – a Superbrand – is really art, not science. There’s no set checklist we as CMOs can tick off to get us there; we’re all continuing to learn our craft together. Steve Jobs was absolutely right when he said “we can’t join the dots backwards” – we need to look forward, and so our education will never be complete. Digital marketing, brand management, customer insight and relationship management continue to grow and evolve, needing us to grow and evolve with it. This, then, is why this publication exists – and why it’s worth the precious time invested into it by our colleagues in creating the content, and your equally precious time in reading it. Given that, I hope that you find the stories, articles and content in the following pages both informative and entertaining, and that they give you some great ideas and actionable inspiration to advance your own brand strategy. In closing, I’d like to thank you for being with us again this year. I cordially invite you now to block some well-deserved time out of your diary, sit down with your favourite drink, relax and take the time to absorb – and most importantly, enjoy – what you find. Until next year, stay safe and well.

Nathan Mathan Co-Founder, Academy of Chief Marketers

Superbrands UK Vol. 22

ACCA is the world’s most forward-thinking professional accountancy body. It has a thriving global community of 233,000 members and 536,000 future members based in 178 countries. It upholds the highest professional and ethical values and supports both the private and public sectors

Market ACCA’s global community are among the world’s best-qualified and most highly soughtafter accountants, working across a multitude of sectors. ACCA supports them, and the organisations in which they work, through its qualifications, continuous learning, research and insights delivered through a global network of 110 offices and centres in 49 countries. Connecting the market is a strategic objective for ACCA and one way it does this is through its International Assembly (pictured below and on the right hand page), a global representational group of members, which meets every year – this gathering has been online since 2020 due to Covid-19 travel restrictions.

Product Award-winning research and insights that answer today’s questions are at the heart of ACCA. In turn, this knowledge prepares its members as well as the accounting and finance profession, as a whole, for tomorrow. From global economics and emerging technologies to climate action, understanding the impact of a range of factors helps ACCA shape and lead the profession into the future.

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Its vast membership, spanning 178 countries, puts a highly skilled network of professionals and forward-thinkers in place. They are able to feed into ACCA’s research and insights, giving further depth and diversity. This is of immense value to the organisation’s members as well as employers, standard setters, policy makers, regulators and academic institutions. ACCA’s expertise, opinions and input are regularly sought to help the development of national and international policy and standards.

ACCA Careers is an employability portal, which supports the career success of members and future members. It includes the world’s largest specialist accountancy job board, with 1.6 million roles advertised during the year to March 2020 and also provides practical careers advice and services such as CV writing. Since 2020, ACCA has also run a global series of Virtual Careers Fairs across its market network providing a muchvalued forum for employers and ACCA talent to connect.

ACCA’s qualifications are considered to be the gold standard in accountancy, opening doors to highly respected, interesting work in any sector. Furthermore, the ACCA professional qualification has been officially benchmarked to Master’s level. Public trust has been built over the years by ACCA through the creation and development of an inclusive profession, with people from all backgrounds. The organisation is committed to providing open access at multiple entry points, welcoming graduates, school leavers as well as those with no formal academic awards. Once qualified, members remain at the forefront of emerging trends with access to ACCA’s professional insights and by having the opportunity to continually update their skills through its extensive programme of online CPD and events.

During the early turbulence of Covid-19, ACCA accelerated its digital vision to provide more support to its community. This included the introduction of remotely invigilated exams so its future members could continue their qualification journey and extra webinars and virtual conferences so its members remained connected and informed on the latest developments within the profession. ACCA’s Accounting and Business (AB) magazine, for members, covers topical issues and supports and inspires their careers and work. It is published in app and web formats.

Achievements Reinforcing the value its members bring, ACCA is proud to have an employer NPS score of 51.

ACCA

Brand History 1904 ACCA is founded in the UK to break from the norm and create the opportunity for anyone with talent and ability to become a qualified accountant. 1909 Ethel Ayres Purdie becomes a member, the first woman to belong to a professional accountancy body. 1950 Branches open in Hong Kong, Zimbabwe, Trinidad and Tobago, Guyana, Nigeria and Malawi. 1 974 ACCA receives a UK Royal Charter. 1980 Vera di Palma becomes ACCA’s first female president, also making her the first female president of any international accountancy body. 1996 ACCA is the first professional accountancy qualification to incorporate International Standards. 2015 In a partnership with the University of London, ACCA becomes the first professional body to offer a combined Professional and Master’s qualification to future members. 2020 ACCA calls for action against climate change as part of the Accounting for Sustainability (A4S) network and announces its own commitments to the UN SDGs. It also launches computerbased exams for the final level of the ACCA qualification, and introduces remotely-invigilated exams.

In addition, 90% of employers rate ACCA positively for shaping the global accountancy profession and 91% rate ACCA as good at promoting the highest ethical standards. Over the last few years ACCA has received a number of awards including being recognised as the Professional Body of the Year 2021, 2020 and 2019 by The Accountant / International Accounting Bulletin digital accountancy awards. In 2020, it was recognised by PQ Magazine Awards as Accountancy Body of the Year as well as receiving the Innovation in Accountancy award for its student wellbeing hub. In 2019, ACCA was recognised as the Professional Body of the Year at the MemCom membership excellence awards and was also honoured with Thought Leadership Initiative of the Year.

Recent Developments In 2021, ACCA published a pivotal piece of research ‘Ground-breakers: Gen Z and the future of accountancy’ that shared strategies for business on attracting and retaining the next generation of talent and provided Gen Z with recommendations on planning their careers.

In September 2021, ACCA launched the ACCA career navigator – an online tool for all stakeholders to explore potential career destinations, acquire new skills, connect with the latest jobs and talent as well as help employers grow their people.

DID YOU KNOW? ACCA has been an advocate for inclusivity for more than 100 years

Promotion Over the past three years, ACCA has amplified the power of its brand by focusing on a number of key external themes that demonstrate its relevance and leadership. In 2021, these covered: ‘Rethinking careers’, ‘Rethinking sustainable business’ and ‘Rethinking our world’. Using one

shared global voice across all of its markets and communications channels, it has delivered clear and consistent messages and outputs on key issues of importance to the business and finance world. ACCA’s award-winning professional insights have been a core part of these campaigns.

Brand Values For 117 years, serving the public good has been embedded in ACCA’s purpose which was relaunched in 2020 as: ‘We’re a force for public good. We lead the global accountancy profession by creating opportunity’. This marries with ACCA’s three core values; Inclusion, creating opportunity for all, removing artificial barriers, creating connections and embracing diversity; Integrity, being ethical, honest and accountable as well as encouraging the same from others. Acting in the public interest and focusing on long-term value; Innovation, thinking ahead and exploring new ideas, creating solutions that ensure that the ACCA community, as well as the wider profession, is ready for today and tomorrow.

accaglobal.com

Superbrands UK Vol. 22

AKQA is a design and innovation company, recognised by Gartner as one of the world’s leading creative agencies. Awarded the Cannes Lions Grand Prix for Design in 2021, and Fast Company’s, World Changing Ideas Award 2021, its work is a celebration of how creative energy can shape tomorrow’s conversation

Market

Achievements

AKQA is seen as a world leader in multidisciplinary design and innovation and is uniquely positioned to unite experiences across the entire customer journey from architecture and environments to the service design ecosystem. AKQA designs intuitive, interactive ideas that embrace the ongoing convergence across industries and challenge the artificial barriers that presently exist between interfaces, the spaces we inhabit, the objects we use, and our increasingly connected lives.

The home of courageous invention, AKQA is an organisation with endurance.

Product AKQA’s defining characteristics of service partnered with creative experimentation has fostered an unmatched reputation for ground-breaking work. The AKQA interdisciplinary design approach across customer experience, product and space is partnered with crafting memorable stories that capture the imagination, working to inspire and act as a catalyst for change, to reshape seemingly impossible boundaries.

Some 27 years on from its founding, AKQA has been honoured with more than 65 Agency of the Year titles, holding them in both the UK and USA simultaneously. Its client work has been awarded and celebrated with more than 70 D&AD Pencils, 90 Cannes Lions and has been featured in publications including Forbes, WIRED, Wall Street Journal and The Guardian. It was also announced

DID YOU KNOW? AKQA believes that the most powerful force in the universe isn’t technology, it’s imagination

recycling system, turning old clothes into new, was also honoured with the 2021 Design Grand Prix at Cannes Lions International Festival of Creativity. Highlighting AKQA’s ability to design comprehensive experiences that align with fundamental human needs and behaviour, AKQA is the only organisation to lead in both vision and execution in the rigorously researched and independent Magic Quadrant for Global Marketing Agencies 2021 report published by world-leading authority, Gartner. Referencing how clients select AKQA for strategic and creative services, receiving value in-line with their investment, AKQA is proud to have held this position for three consecutive years. A separate independent qualitative and quantitative study published in 2020 by market research and advisory firm, IDC, positions AKQA as the world’s number one agency in Customer Experience Design.

Recent Developments In November 2020, AKQA and Grey united to form AKQA Group, which has 6,000 people in more than 50 countries and a blue-chip client roster that includes more than half of the Fortune 500’s top 20. In a seminal move, acclaimed architects Universal Design Studio and industrial design studio, Map Project Office, joined AKQA. Uniting physical and digital spaces creating transformative dialogues and interplay between the continually changing fields of creativity.

Promotion

With a portfolio of prominent award-winning work, designed and launched for clients including Nike, Netflix, Google, Amazon, Rolls-Royce Motor Cars, Disney, Sky, LVMH and TikTok, there is a belief that stories told through software can be vivid and captivating. Creativity and ideas have the power to break down barriers, bring people together and shape a simpler future for all.

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as the UK’s most creative agency in 2021 by industry publication, The Drum. Furthermore, AKQA was also awarded the Experimental World Changing Idea by Fast Company in 2021 for its collaboration with Swedish retailer, H&M. Its work to design the customer experience for the world’s first in-store garment-to-garment

AKQA’s partnership with Nike spans two decades of innovation. From the first ever Run London event to the highly successful Nike+ Training Club app, which democratised the idea of personal training, giving everyone with a smartphone free access to professional-level training and a community of experts. Nike+ Training Club has been selected as Editor’s Choice on the Apple app store and achieved more than 23 million downloads and over 400 years of accumulated minutes worked-out by the community.

AKQA

Brand History 1994 AKQA is founded by Ajaz Ahmed in the UK. Late With early clients including BMW, 1990s Microsoft, Coca Cola and Virgin, AKQA proves its pioneering spirit by launching many innovative and influential world firsts. 1999 AKQA becomes the biggest independent digital agency in the UK. 2004 AKQA designs the Microsoft Xbox 360 interface. 2007 AKQA becomes the largest independent digital agency in the world. 2009 AKQA is listed as one of AdAge’s Agencies of the Decade. 2014 AKQA receives the Queen’s Award for Enterprise Innovation for ‘consistent contribution and outstanding achievement’. 2018 AKQA creates Speedgate, the world’s first sport using Artificial Intelligence. 2020 Grey Group merges with AKQA creating one agency called AKQA Group. 2021 AKQA is named the UK’s most creative agency by The Drum. In Gartner’s independent Global Marketing Agency report, AKQA is recognised for leading in vision and execution.

AKQA’s work for H&M demonstrates a commitment to a sustainable future, battling against the 84% of clothing that ends up as landfill or in an incinerator. AKQA set out to change the way we see our worn out and old clothing – not as waste, but as a resource. The company gave H&M customers a world-first opportunity to turn pre-loved clothing into a new garment, without the use of water or chemicals.

water regions, automatically restricting the movement of heavy machinery to stop continued deforestation and overfishing.

Sky collaborated with AKQA’s pre-eminent industrial design studio Map, to create Sky Glass, the world’s first carbon-neutral TV. Built with premium-grade, anodised aluminium and woven acoustic mesh, Sky Glass is engineered for an immersive home cinema experience straight out of the box, requiring 50% less energy than a typical TV and soundbar set-up. AKQA helped bring Sky Glass to the public through an integrated launch campaign.

Highlighting the disquieting effects of climate change without action, AKQA brought together scientists and musicians with a re-composition and interpretation of Vivaldi’s Four Seasons evoking what a planet devastated by climate change would mean for humanity.

AKQA’s philosophy of enriching lives extends to research and development projects, applying technology to respond to immediate world challenges, capturing the imagination and providing inspiration for change. Code of Conscience is a piece of software developed by AKQA, which acts as a cyber-shield around protected UN land and

Another groundbreaking piece of work is Action Audio, which launched at the Australian Open, transforming tennis for those with visual impairments through 3D audio design and technology.

Brand Values AKQA’s primary motivation, through the work it does and the culture it influences, is the desire to create a better future. Ideas are often born from the frustration of looking at what already exists and asking the question: “Why does it have to be this way?” AKQA is trusted to collaborate with many of the world’s most respected organisations, families and institutions. At the same time, it is fortunate to receive notable recognition for the influence of its work and

its ability to make a positive difference in people’s lives. AKQA’s founding values are fundamental to its ability to continue to deliver unparalleled service to its clients: Innovation – AKQA’s work elevates the spirit with pioneering ideas, new possibilities and the imaginative application of art and science to improve people’s lives and make a positive lasting impact. Service – AKQA works with integrity, striving for better ways to deliver value and velocity at every connection, through mutual respect for colleagues and clients, nurturing long-term relationships. Quality – AKQA conscientiously adheres to high professional standards, providing superior quality to create influential work that consistently surpasses audience, client and community expectations. Thought – AKQA is a work in progress and continually seeks opportunities to improve. Continuously researching, listening, learning and adapting across all aspects of the organisation and the work it does. It applies the most rigorous thinking process to recommend and deliver optimal solutions.

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Superbrands UK Vol. 22

Founded in 1969 as a Silicon Valley start-up, the AMD journey began with a focus on leading-edge semiconductors. For more than 50 years AMD has driven innovation in high-performance computing, graphics and visualisation technologies – the building blocks for gaming, immersive platforms and the data centre, with the aim of accelerating next generation computing experiences

Market

The AMD product range is grouped into four main categories.

AMD is a leading technology company that operates in more than 35 locations worldwide and has over 14,000 employees globally. It develops technology that makes the future possible, with a culture of bold technology bets, ambitious product roadmaps, deep partnerships and excellence in execution.

AMD Ryzen™ processors – AMD CPUs and APUs are designed for consumer and commercial notebook and desktop PCs. AMD Radeon™ RX graphics – AMD GPUs are designed for gaming on various types of devices.

As artificial intelligence, data centres, 5G technology, IoT, and autonomous vehicles are rapidly growing, AMD is perfectly positioned to match this growing demand for high-performance computing solutions.

AMD EPYC™ – AMD CPUs designed for the data centre. AMD Instinct™ – AMD GPU accelerators designed for the data centre.

Understanding its partners’ goals and sharing their visions is critical to how it operates. These partners come from diverse sectors spanning motorsports to cloud computing, entertainment to healthcare, education to cutting-edge research institutions. The global pandemic necessitated the rapid acceleration of digital transformation in businesses, governments, schools and the home. It is now clearer than ever that high-performance computing is essential to our daily lives – how we work, learn and connect with each other. AMD highperformance computing products now power many of the most important cloud services enabling digital transformation, supporting billions of people around the world every day. AMD EPYC™ powers the world’s leading cloud companies; from Amazon to Alibaba, Google, IBM, Microsoft, Oracle, and Tencent. Furthermore, billions of users around the world rely on AMD EPYC™-powered services including Microsoft 365 and Teams, Dropbox, Tencent Meeting, Twitter and Zoom. AMD also powers major gaming consoles such as the Microsoft® Xbox Series X, Microsoft® Xbox Series S, Sony PS5, Nintendo Wii U, and the Atari VCS™. In 2020, AMD announced that El Capitan, the upcoming exascale class supercomputer at Lawrence Livermore National Laboratory (LLNL) in the US, will be powered by next generation AMD EPYC™ CPUs, AMD Radeon™ Instinct GPUs and open source AMD ROCm heterogeneous computing software. With delivery expected

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Achievements

DID YOU KNOW? Billions of users of Microsoft 365, Teams, Dropbox, Twitter and Zoom rely on AMD powered services

in early 2023, the El Capitan system is expected to be the world’s fastest supercomputer with more than two exaflops of double precision performance. The AMD based nodes will be optimised to accelerate artificial intelligence (AI) and machine learning (ML) workloads.

Product AMD makes the world’s most powerful processors and power devices of all shapes and sizes, from supercomputers to game consoles, from always-on cloud infrastructures to laptops. The long-term relationships that AMD has with industry-leading partners gives it a deep understanding of the processing power that tomorrow will demand. This pushes it to innovate and help propel the computing industry forwards.

A focus on the environment and the impacts of climate change are core to AMD, with its commitments spanning operations, supply chain practices and product design. AMD sets, pursues and measures progress on bold goals. For example, in 2014, it set the AMD 25x20 Energy Efficiency Goal to improve the energy efficiency of its mobile processors for laptops 25 times by 2020. Not only was this bold goal achieved, it was exceeded. AMD also reduced its absolute greenhouse gas (GHG) emissions from AMD operations (scope 1 and 2) by 38% over the same timeframe – well ahead of its 20% goal. AMD is proud of creating a culture that drives innovation by fostering diversity, inclusion and belonging. This has been recognised with a place on Bloomberg’s 2021 Gender-Equality Index as well as being one of the Best Places to Work for LGBTQ Equality, 2021. Furthermore, in 2021, AMD secured its first ranking in Kantar’s BrandZ Top 100 Most Valuable Global Brands, securing 57th place. To accelerate Covid related research, the AMD Covid-19 High Performance Compute (HPC) Fund, established in April 2021, has donated highperformance computing resources powered by AMD EPYC™ CPUs and AMD Instinct™ accelerators, to key research institutions in Canada, France, Germany, India, Italy, the UK and US. With 12

AMD

Brand History 1969 AMD is founded as a Silicon Valley start-up. 1979 AMD is listed on the New York Stock Exchange. 2000 AMD becomes the first to break the historic 1GHz barrier. 2003 AMD introduces the world’s first x86-based 64bit architecture. 2008 AMD becomes the first to break the Teraflops performance barrier. 2 0 1 1 AMD introduces the world’s first accelerated processing unit – APUs. 2013 Every major gaming console, including PS4, Wii and Xbox, is powered by AMD technology. 2014 Lisa Su is appointed as AMD CEO. 2017 AMD launches the first AMD EPYC™ datacentre processors. 2019 The world’s first 7NM gaming graphics card is created by AMD. 2020 For the second time in a row, AMD powers both the next generation Microsoft Xbox as well as Sony PS5 gaming consoles. 2021 AMD is to acquire adaptive computing chipmaker, XILINX for USD $35bn.

DID YOU KNOW? The AMD powered Frontier supercomputer will be capable of over 1.5 exaflops every second

petaflops of total supercomputing capacity donated, the combined compute capacity would rank among the fastest supercomputers in the world.

Recent Developments AMD plans to acquire Xilinx this marks the next leg in its journey to becoming established as the industry’s high performance computing leader and partner of choice for the largest and most important technology companies in the world. Together, the combined company will capitalise on opportunities spanning some of the industry’s most important growth segments from the data centre to gaming, PCs, communications, automotive, industrial, aerospace and defence.

AMD announced the ambitious goal to deliver a 30x increase in energy efficiency for AMD EPYC™ CPUs and AMD Instinct accelerators in Artificial Intelligence (AI) training and High Performance Computing (HPC) applications running on accelerated compute nodes by 2025. The 30x goal would save billions of kilowatt-hours of electricity in 2025, reducing the power required for these systems to complete a single calculation by 97% over five years. In addition, AMD has set multiple new goals for 2025 and beyond to drive meaningful impact across its value chain. These goals include 70% of its employees participating in AMD employee resource groups and/or other AMD inclusion initiatives; increasing energy efficiency by 30 times for AMD processors powering servers in AI-training and high-performance computing applications; as well as pursuing science-based GHG emission reductions for AMD operations. Furthermore, by 2025, AMD aims to benefit 100 million people through the AMD Foundation’s philanthropy and partnerships that enable STEM education, scientific research and the workforce of the future.

Promotion TBWA\London partnered with AMD to create a Brand Story film that was part of AMD president and CEO, Dr Lisa Su’s keynote at an all-digital CES 2021. Su’s presentation focused on the company’s vision for the future of research, education, work, entertainment and gaming, including a portfolio of high-performance computing and graphics solutions.

Brand Values The AMD mission is to build great products that accelerate next generation computing experiences. Transforming how we live, work and play. Inspired by the curiosity of young minds, AMD relentlessly explores all paths to progress, no matter how unexpected. Adopting this ‘what-if’ mentality has seen the development of groundbreaking innovations. ATTRIBUTION © 2021 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, EPYC, Ryzen, Radeon, and combinations thereof are trademarks of Advanced Micro Devices, Inc. in the United States and/or other jurisdictions. Microsoft and DirectX are registered trademarks of Microsoft Corporation in the US and other jurisdictions. Xbox is a registered trademark of Microsoft Corporation. “iMac” and “Mac Pro” are a trademark of Apple Inc. “PlayStation”, the “PS” Family logo, and “PSP” are registered trademarks of Sony Interactive Entertainment Inc. Other names are for informational purposes only and may be trademarks of their respective owners.

amd.com

Superbrands UK Vol.22

Autoglass® is a leading consumer and business automotive brand, providing vehicle glass repair, replacement and recalibration to more than one million motorists every year

Market Autoglass® is the UK’s favourite vehicle glass repair, replacement and recalibration specialist. Autoglass® is part of Belron® Group, which operates in 40 countries and served 14.9 million customers in 2020. Autoglass® has the widest-reaching network in its field in the UK, with more than 1,000 technicians and over 90 centres providing a world-class service to motorists. Windscreens play an integral role in modern automotive design and the average car in the UK car parc uses 15% more glass than 10 years ago. The windscreen is important for vehicle safety – its correct fitting and bonding can save lives. Windscreens now incorporate complex technologies such as cameras and sensors to enable Advanced Driver Assistance Systems (ADAS) that form part of the journey to autonomous driving, such as Autonomous Emergency Braking and Lane Departure Warnings. Autoglass® is exceptional in the vehicle glass repair, replacement and recalibration market, as it has its own dedicated research and development team: Belron® Technical – a network of innovators and thinkers, all focused on driving technical standards and developing innovations that break new ground to improve the service provided to its customers. Autoglass® works with insurance, fleet and lease companies – large and small – across the full spectrum of industries. Autoglass® handles the vehicle glass claims for eight of the top 10 motor insurance companies in the UK, providing a worldclass service to policyholders, demonstrated by its NPS score of 79 in 2020. The company also has a dedicated specialist glazing division, which repairs and replaces glass on everything from trains to combine harvesters.

Product Autoglass® exists to make a difference with real care. By providing exceptional customer service at every touchpoint and being an ambassador for road safety, Autoglass® has become one of the UK’s most trusted service brands.

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DID YOU KNOW? A windscreen repair can be up to six times cheaper than a replacement

The company operates a ‘Repair First’ philosophy, ensuring that, wherever possible, it will repair a chipped windscreen rather than replace it. This is a safe solution that saves time and money, as well as being better for the environment. If the damage is beyond repair, Autoglass® will replace the glass. It only uses Original Equipment Manufacturer (OEM) standard glass, ensuring that

each replacement windscreen is as good as the original. Autoglass® is an industry leader in safety and champions the role that ADAS technology plays in improving driver safety. The recalibration service provided by Autoglass® delivers a seamless customer journey with the glass replacement and recalibration happening at the same appointment. As well as being a far better customer journey, this eliminates any risk that may exist between the time of glass replacement and subsequent recalibration – including on-board diagnostic checks prior to the windscreen removal to understand if there are any existing faults to the vehicle.

Achievements Autoglass® is proud of being a trusted and respected company in the eyes of its people, customers and partners. Its work for charity

Autoglass®

is extensive and in 2020 continued to support charities through the pandemic. In addition, the annual Spirit of Belron® Challenge saw Autoglass®, Belron® and associated brands raised more than €1.7m for Afrika Tikkun. Autoglass® is committed to achieving continual improvement in environmental as well as Health and Safety management. It is certified to ISO 14001, ISO 9001 and OHSAS 18001 standards and constantly strives to reduce its relative use of non-renewable fuel and CO2.

Recent Developments Autoglass® prides itself in being at the forefront of innovation in the automotive after-market and has invested heavily in understanding the implications of ADAS technologies. In 2016, it became the first to offer a nationwide ADAS recalibration service. Autoglass® ensures that all customer-facing employees complete three levels of ADAS. It has more than 90 centres offering recalibration across the UK and continues to invest as the adoption of this technology grows. Autoglass® also spearheaded the creation of an industry standard ADAS training accreditation in collaboration with the Institute of the Motor Industry (IMI). Introduced in 2018, the accreditation ensures that technicians can identify and interpret information relating to a specific vehicle and its ADAS features, in order to determine which method of recalibration is required and then calibrate correctly – significantly reducing the completion time. In 2020, around 20% of vehicles that had a replacement windscreen fitted required an ADAS recalibration, in 2015 it was only just over 2%. Autoglass® has continued to expand its partnership with a range of prestigious fleet companies, signing new contracts with WS Transportation and Eddie Stobart.

Promotion Autoglass® became a household name in the 1990s after becoming the main sponsor of Chelsea Football Club. Since then, it has invested in several high-profile brand campaigns to ensure it remains at the forefront of motorists’ minds, cementing its position as a great British brand.

Brand History 1972 Autoglass Supplies Ltd is launched, providing mobile vehicle glass replacement. 1982 Autoglass Ltd becomes part of Belron®, the world’s largest vehicle glass repair and replacement company. 1983 Autoglass Ltd merges with Windshields Ltd to become Autoglass Windshields, rebranding to Autoglass® in 1987. 1990 The windscreen repair service is launched and Autoglass® becomes a registered trademark. 1997 Autoglass® becomes the main sponsor of Chelsea Football Club. 2005 Autoglass® launches its ‘Heroes’ advertising campaign. 2009 The Autoglass® Specials brand is launched. 2015 Autoglass® leads the industry with its Advanced Driver Assistance Systems (ADAS) recalibration investment, and it is rolled out nationally in 2016. 2017 AutoRestore® rebrands to become Autoglass® BodyRepair. 2018 Autoglass® launches Rain Repel – the Advanced Windscreen Kit as well as the industry’s first skill for the Amazon Echo, enabling customers to book an appointment using voice. Autoglass® also expands its ADAS expertise to 70 centres offering recalibration. 2019 Autoglass® launches Over The Air, a Total Calibration solution for the accident damage and repair market and becomes a member of the National Body Repair Association (NBRA). 2020 In response to the Covid-19 pandemic, Autoglass® launches Full Interior Sanitisation and Touchpoint Sanitisation.

In 2005, its ‘Heroes’ advertising campaign was launched, featuring real technicians. Autoglass® firmly believes its people are ‘everyday heroes’ that deliver its brand promise consistently to customers. This format has been extended throughout the company’s brand communications, with employees appearing on vans and online. Sonic branding, in the form of the famous ‘Autoglass® Repair, Autoglass® Replace’ jingle, is one of the most recognisable assets of the brand.

Brand Values Autoglass® has the philosophy that it makes a difference with real care.

autoglass.co.uk

Superbrands UK Vol. 22

Aviva is a savings, retirement and insurance business that has taken care of people for 325 years. It exists to be with people through all phases of their lives because it understands that what you do today, creates what is possible tomorrow

Market Aviva operates across the UK, Ireland and Canada and is a leading insurance business, providing insurance, health cover, investments as well as financial provision for retirement. Across the UK, Canada and Ireland, more than 18 million people choose Aviva to protect their belongings and help plan for their future.

Aviva aims to have net zero carbon emissions from its own operations and supply chain and in the UK, Aviva set a new 2050 net zero emissions target for its auto-enrolment default pension funds, giving more of its customers the opportunity to invest their pensions towards building a world they would like to retire into.

Product

Recent Developments

Aviva has a broad range of products to support consumers at every stage of their lives. From insuring homes and cars, to providing financial protection to families and savings as well as retirement products to help customers pay for the life they want in the future. Aviva aims to be the best possible partner, every step of the way.

Tackling climate change is a key strategic issue for Aviva as a company. In 2020 Aviva installed a solar carport array at its Perth office to create one of the UK’s largest combined solar carports and energy storage facilities. The Perth ‘low-carbon

DID YOU KNOW? In 2006, Aviva was the first international insurer to become operationally carbon neutral

Achievements Aviva is the first global insurer to be operationally carbon neutral and Aviva has reduced the carbon emissions from its operations by 76% since 2010. In 2021, Aviva became the first major UK financial services company to target net zero by 2040. The Aviva Sustainability Ambition, launched in March 2021 outlines three distinct focus areas to manage and track progress, including taking climate action, building stronger communities and embedding sustainability into all areas of the business. Aviva’s commitment is strengthened by clear governance, transparent reporting and by engaging with stakeholders. Aviva has committed to using 100% renewable electricity Group-wide by 2025. By 2030,

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DID YOU KNOW? In 2020, Aviva increased community investment in light of Covid-19 to support customers and the communities in which the Company operates

hub’ features a 1.1MW solar carport, integrated with 1.8MWh of Tesla battery energy storage and 50 electric vehicle charging points, forming the cornerstone of Aviva’s ambitious drive to take the office off grid by providing 26% of the Perth office’s annual energy.

Promotion At the start of 2021, Aviva unveiled its new brand positioning, ‘It takes Aviva’. This signals a commitment to act as an industry leader and ultimately aim to become the UK’s ‘go-to customer brand’. Aviva is positioned as an insurer in the UK that can serve all customers’ needs at stages of their lives, helping to build trust and giving customers the confidence that it will be there for them for life’s highs, lows and milestone events.

Aviva

Brand History 1696 Aviva can trace its heritage back to the late 17th century when the Hand-inHand was founded at a meeting in Tom’s Coffee House, St Martin’s Lane, London. 1706 The Amicable Society, Aviva’s oldest life company ancestor, is established under a charter from Queen Anne. 1896 General Accident announces it is to issue a motor insurance prospectus. The company claims it is the first of its kind in the UK. 1 9 1 2 Commercial Union is one of the companies holding insurance on the Titanic, which sinks on 15th April. Another Aviva ancestor company, Norwich Union, pays claims on the lives of passengers and crew lost in the disaster. 1984 Friends Provident becomes the first British company to launch an ethical fund and selects investments based on the long term benefits they bring to the community. 1998 CGU plc is created by the merger of Commercial Union and General Accident. In total, CGU has operations in more than 60 countries, employing about 20,000 people in the UK and a further 32,000 overseas. 2000 CGU and Norwich Union merge, and the new company takes the name of CGNU plc. 2002 CGNU plc changes its name to Aviva plc. A selection of brands with good local recognition, including Norwich Union in the UK, are retained. 2009 Norwich Union completes its planned name change to Aviva. The rebranding in the UK is a key part of the Group’s strategy to unite all its businesses. 2015 Aviva’s acquisition of Friends Life is completed, creating a stronger more diversified business.

The ‘It takes Aviva’ ad campaign spans online, outdoor and print, with the TV ad featuring a woman weathering the storm of life, ending on the poignant line, “We all have hopes for the future and no matter what lies ahead, we’ll help you get there. It takes a partnership. It takes Aviva”. Filmed in Scotland, the stunning countryside adds to the epic sense of drama. An additional element to the new brand positioning is the development of a sonic logo and bespoke pieces of music that bring to life ‘the sound of yellow’. Created by Berlin-based agency ‘why do birds’, this powerful sonic branding will be used everywhere – from adverts to customer phone lines.

Brand Values Aviva’s values are care, commitment, community and confidence. This is supported by its purpose, to be ‘with you today, for a better tomorrow’. These values are being brought to life with the Aviva Community Fund which supports the causes that are doing great work to build stronger, more resilient communities across the UK. Aviva has provided thousands of causes with funding, skills and resources and has seen up close just how much of a difference this has on the lives of the people involved. By delivering quarterly funding and yearround support for causes, Aviva is backing the

2020 A solar carport array is installed at Aviva’s Perth office. It is one of the UK’s largest combined solar carports and energy storage facilities. 2021 Aviva becomes the first major UK financial services company to target net zero by 2040.

clever ideas that move communities forward. Additionally, in the last quarter of 2021, Aviva is boosting funding for climate causes with an extra £150,000 funding available for UK projects, leading the way on climate action.

aviva.co.uk

Superbrands UK Vol. 22

Boots has been at the heart of the community for over 170 years, with the ambition to provide affordable healthcare for all – a vision that’s still alive today. Boots is now the UK’s leading pharmacy-led health and beauty retailer with around 52,000 colleagues and 2,336 stores

Market Boots UK is part of Walgreens Boots Alliance (Nasdaq: WBA) – a global leader in retail pharmacy, impacting millions of lives every day through dispensing medicines and providing accessible, high-quality care. Boots UK is committed to providing exceptional customer and patient care and being the first choice for pharmacy, beauty, healthcare and wellness, alongside offering its innovative portfolio of product brands, including No7 – the UK’s No. 1 skincare brand – Soap & Glory, Liz Earle, Sleek MakeUP, Botanics and YourGoodSkin.

Product Remaining one of the most trusted brands in the UK, Boots has the widest range of products and exclusive brands in the health and beauty sector. The Boots Advantage Card is seen as one of the most generous loyalty schemes and allows

cardholders to treat themselves more so than from other schemes (Source: Kantar). Boots offers more than 100 health and pharmacy services, including a mix of private services and services delivered on behalf of the NHS. In 2021 Boots launched Online Doctor services for 45 healthcare conditions to provide quick access to advice and prescription-only medicine without having to see a GP.

Achievements 2021 saw Boots enjoy another award-winning year. At the Fabulous Beauty Awards, Boots was voted Best Retailer, as well as winning the Best Supplement category. Boots Ingredients was runner-up in the Best High Street Skincare Brand category. Boots was also voted The Sunday Times Style Beauty Awards winner for Best Beauty Retailer in 2021, for the fourth year in a row.

During the Covid-19 outbreak in 2020, Boots played a vital role in supporting the nation’s health, designing, building and operating the first drivethrough Covid-19 testing centre. Created at speed, it was opened in Nottingham in March 2020. By the end of the year more than 2.1 million tests had been carried out with the support of more than 500 Boots volunteers. During the pandemic Boots also provided products like soaps and moisturisers to NHS frontline staff and supported charities such as The Hygiene Bank and domestic abuse charity, Hestia. Boots has been proud to support the NHS to administer Covid-19 vaccinations at specially created vaccination hubs in its stores, administering more than 600,000 Covid-19 vaccinations to date.

Recent Developments Since the start of lockdown, Boots has launched over 65 new beauty brands, including Drunk Elephant, Uoma Beauty, Anastasia Beverly Hills and Fenty Skin. There are many more exciting brands set to join the line-up, including the likes of Kylie Cosmetics. Boots has opened a number of new stores in 2021 and continues to invest in its new-look, reinvented beauty halls, which it has launched in a revised, smaller format at 30 more stores across the country. By the end of summer 2021, the nation’s favourite beauty hall had been introduced into more than 90 locations nationwide, increasing accessibility to more people in their local stores. As of 2021, over 90% of the UK population is within a 10-minute drive of their local Boots store and with Click and Collect available at more than 2,300 stores, Boots is making these beauty brands more accessible than ever.

Promotion Boots’ first ever advertising campaign took place in 1877, offering traditional remedies at reduced prices, under the slogan ‘health for a shilling’. Ever since these innovative first steps, Boots has continued to understand what is of importance to its customers.

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Boots

Brand History 1849 John Boot opens a herbalist store in Nottingham offering an affordable alternative to traditional medicines. 1884 Boots’ first pharmacist, Edwin Waring, is appointed and introduces half price dispensing services. 1895 Boots pioneers the use of analytical chemistry as a means of ensuring a system of product quality control. 1 9 2 1 Boots registers its first pharmaceutical patent and becomes one of the first companies in the UK to mass produce insulin. 1925 A 24-hour pharmacy is opened at the Piccadilly Circus, London store. The service then becomes available countrywide. 1933 Boots’ 1,000th store opens in Galashiels, Scotland. 1935 The original ‘Number Seven’ range provides a prestigious but affordable skincare range. 1944 Boots begins mass manufacturing penicillin on behalf of the Government during World War II. 1 9 5 1 Boots becomes the first UK chemist store to introduce self-service.

In 2021 Boots UK joined forces with Love Island as the show’s official ‘Feel Good’ partner. Boots stocked the villa with must-have beauty, sun, skincare and grooming products and ran a #FindTheOne campaign to help unite customers with their perfect products. Customers could also shop all the islander favourites online at boots.com.

Brand Values Boots believes everyone has the right to feel good. Its mission is to be the first choice for pharmacy, health and beauty by caring for people, customers and communities everywhere. Looking after team members, customers, patients, communities and the planet has been at the heart of Boots, and what it does, for more than 170 years. This is why it partners with charities such as Macmillan Cancer Support, The Hygiene Bank, and The Prince’s Trust.

DID YOU KNOW? The original ‘Number Seven’ skincare range was launched in 1935

As part of Boots’ partnership with Macmillan, stores across the UK have over 3,700 specially trained Boots Macmillan Information Pharmacists and 800 Boots Macmillan Beauty Advisors, to support people living with cancer and their loved ones. Boots customers, colleagues and suppliers have raised more than £19.4m to enable Macmillan to deliver its vital services. Boots also supports The Hygiene Bank, with donation points in over 400 Boots UK stores where customers have given more than 19.8 tonnes of products since the start of the partnership. For every kilogram of products donated, Boots gives an additional four full sized products. During the first year of this partnership, Boots UK donated more than 620,000 products to those living in hygiene poverty, supporting over 155 local communities and more than 775 charities across the UK. Throughout 2021 an increasing focus on environmental sustainability saw Boots launch its Recycle at Boots Scheme, offering drop-off points in 50 stores for customers to deposit their hardto-recycle plastics. More than 56,000 customers registered for the scheme, with over 500,000 units deposited since the start of the programme. Boots has also signed up for the UK Plastics Pact, the Food Waste Reduction Roadmap and the BRC Climate Action Roadmap.

1969 Ibuprofen is discovered by a team of Boots scientists and is launched as a prescription drug, Brufen. 1987 Boots Opticians is formed and becomes the UK’s second largest optical retail chain. 1997 Boots Advantage Card is launched. 2006 Boots becomes the first national pharmacy chain in England to have all stores linked to an Electronic Prescription Service. 2010 Boots Online Clinics are launched, supported by Pharmacist Independent Prescribers, giving people access to prescriptions for medicine for certain conditions. 2014 Walgreens Alliance Boots is created. 2020 Boots designs and builds the Government’s first drive-through Covid-19 test centre. 2021 The first Boots Covid-19 vaccination hub is opened in Halifax in January 2021. By August 2021, Boots administers over 600,000 Covid-19 vaccinations.

boots.com

Superbrands UK Vol. 22

Despite facing unprecedented challenges caused by the global pandemic, British Airways has come back fighting. 2021 saw the airline looking to the future with its industry leading BA Better World programme, the launch of a new brand campaign and an award for Best In-house Comms Team at the PRWeek Awards

Market

the addition of new ‘Forty Winks’ sleep pods in the Concorde Rooms at JFK and Heathrow and the First Lounge at Heathrow. To celebrate the re-opening of lounges, it launched an exciting new cocktail menu in partnership with renowned bartender Mr Lyan, featuring unique recipes designed in celebration of the airline’s heritage and iconic colleagues.

British Airways, part of International Airlines Group, is one of the world’s leading global premium airlines and the largest international carrier in the UK. With its home base at London Heathrow, British Airways flies to destinations in more than 65 countries. British Airways has a fleet of more than 250 short and long haul aircraft, including eight new fuel efficient Airbus A350s and more than 30 Boeing 787s.

On board, a new ‘Best of British’ menu was launched on long haul flights, focusing on seasonal ingredients and British provenance, taking customers on a culinary journey across the British Isles.

Product British Airways offers a range of flights to UK domestic, short haul and long haul destinations. From the flagship premium cabins of First, Club World and Club Europe to the World Traveller Plus and economy cabins of World Traveller and Euro Traveller, all customers benefit from competitive price points and cabins to suit customers’ needs.

Across short haul, the airline unveiled its new inflight digital ordering platform, allowing customers to order items from the onboard ‘Speedbird Café’ directly to their seats.

Recent Developments In September, British Airways launched its BA Better World sustainability programme, partnering with Airbus to paint one of its most modern, fuel-efficient A320neos in its new sustainability programme colours.

Achievements British Airways recently celebrated the relaunch of transatlantic flights with a historic dual take-off from Heathrow in partnership with Virgin Atlantic. BA’s first flight was directly powered with 35% sustainable aviation fuel, reinforcing the airline’s commitment to put sustainability at the heart of everything it does. To meet customers’ ever-changing demands, British Airways also launched a successful trial with the digital health pass VeriFLY, allowing customers to ensure they have the correct documentation uploaded before they fly. Across its network, British Airways also launched a new codeshare agreement with Kenya Airways, allowing customers to connect onto 20 destinations across East and Central Africa. A commitment to enhance customer experience has seen the roll out of its newest business class seat, Club Suite, as it continues to retrofit the seat across its Boeing 777 fleet, with all aircraft expected to feature the seat by the end of 2022. On the ground, customers also benefitted from

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DID YOU KNOW? The airline’s new A350 aircraft are up to 40% more fuel efficient than the aircraft they replace

A key part of the programme is a collaboration with bp, committing to purchase enough sustainable aviation fuel for all its flights between London, Glasgow and Edinburgh during the UK’s COP26 climate change summit. In a UK first, British Airways also announced that customers could purchase sustainable aviation fuel to reduce their carbon footprint via its notfor-profit organisation, Pure Leapfrog. British Airways has a clear plan to achieve net zero carbon emissions by 2050, including investing in more fuel-efficient aircraft, improving operational efficiency and investing in the development of sustainable aviation fuel and zero emissions aircraft.

Promotion In May, the airline launched a new brand campaign ‘You make us fly’, marked by a 60 second TV ad featuring colleagues from around the business.

British Airways

Brand History 1 9 1 9 AT&T operates the first commercial scheduled flight. 1924 Imperial Airways is formed as the UK’s first nationalised airline to operate UK air services. 1936 British Airways Ltd is formed from United Airways, Hillman Airways and Spartan Airlines. 1 974 BOAC and BEA merge to form British Airways. 1987 British Airways is privatised. 1988 Club World and Club Europe cabins are launched. British Caledonian joins British Airways. 1999 The oneworld® alliance launches with British Airways, American Airlines, Canadian Airlines, Iberia and Qantas as the founding members. 2010 A redesigned first class cabin is unveiled and a joint business with American Airlines and Iberia launches. 2 0 1 1 British Airways and Iberia complete their merger to form the International Airline Group (IAG). 2012 IAG finalises the purchase of bmi in April. The brand sponsors the London 2012 Olympic and Paralympic Games. 2019 British Airways celebrates its 100-year anniversary on 25th August. 2020 British Airways retires the last of its iconic 747 fleet and continues to take delivery of new quieter and more fuel-efficient aircraft. 2021 The goal of achieving net zero carbon emissions by 2050 is set.

The creative platform is a celebration of the passion colleagues have for their work, as we see them getting back to doing what they do best and the thing they love so much; looking after customers, and reminding us that people are at the heart of the business. In August, the airline was proud to be the official airline partner to Team GB and ParalympicsGB and flew hundreds of athletes to the Olympic Games and Paralympics in Tokyo. British Airways also continued its sponsorship of the England Rugby team, supporting the Lions on their tour to South Africa in June, and welcoming

DID YOU KNOW? In 2021 British Airways set the goal of achieving net zero carbon emissions by 2050

crowds back to a packed-out Twickenham stadium for the Autumn International series.

characters, Peggy and Leon, who hop out of a coat of arms to join children on their adventures around the globe.

Brand Values As the nation’s flag carrier, the British Airways brand is built on the immense pride it has to represent modern Britain and all it stands for, as it connects Britain with the world and the world with Britain. Its brand values are caring, creative, open-minded, excellence and safety as well as security.

October half term saw the relaunch of the children’s brand, Skyflyers, featuring new

ba.com

Superbrands UK Vol. 22

Bywaters is a sustainable recycling business, offering innovative total waste management solutions across every sector. Its bespoke sustainability service helps businesses plot a path to zero waste, through in-depth consultancy and innovative onsite solutions

Market Family-owned and operated for more than 60 years, Bywaters prides itself on providing the most sustainable total waste management solutions to clients across the UK. Its flagship recycling sorting facility is less than three miles from the City of London, benefiting from a close proximity for the transportation of materials. This ensures that CO2 emissions are minimised, a key priority for the company.

Product Bywaters has been driving sustainable change in the waste management industry since moving from the site of the Queen Elizabeth Olympic Park to its pioneering new facility, in 2006. With a mission to lead the UK toward a circular economy, Bywaters assess every element of its operations to provide its clients with the most sustainable waste management solutions. With a growing fleet of zero emissions vehicles, Bywaters carries out waste and recycling collections throughout London, servicing a vast range of wheeled containers and bespoke machinery. Bywaters ‘Think Customer’ approach ensures that its dedicated account managers work with its clients, to determine the most operationally and environmentally astute waste management offering possible. Supporting Bywaters account management team, the Sustainability Consultancy Service assists organisations in delivering their environmental ambitions. These specialist consultants work with businesses to deliver engaging and important initiatives, centred around moving toward a circular economy. They perform detailed recycling audits, assessing every element of an organisations waste production, identifying opportunities for waste reduction and recycling improvements. The data collected is used to create bespoke training and engagement plans, as well as a detailed circular strategy. Bywaters’ Lea Riverside headquarters is home to London’s largest undercover materials recovery

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DID YOU KNOW? Bywaters sorts recyclable material using solar energy from 4,000 solar panels

facility (MRF). This state-of-the-art facility is specifically designed to sort dry mixed recyclables using self-derived renewable energy. To ensure the most sustainable service possible, in 2015 Bywaters installed London’s largest solar p.v. retrofit, fixing 4,000 solar panels to its roof. This high-tech array helps the company generate 700MWh of energy every year, saving 360 tons of CO2 annually.

Achievements Bywaters has been working to reduce its carbon emissions, with a clear target of becoming carbon neutral by 2030. This goal has been set against four key promises; reduce emissions across its operations, continue increasing use of renewable energy, utilise science-based targets to track performance, and invest in zero emissions technical innovations. Over the five years prior to the pandemic, Bywaters reduced its carbon emissions by 48%, putting the company well on the way to achieving its target.

Bywaters’ sustainable approach to waste management sets it apart in a crowded marketplace, a mindset that saw the company awarded a place in 1,000 Companies to Inspire Britain, by the London Stock Exchange. This ongoing commitment to provide market leading services has received industry recognition, with Bywaters receiving Awards for Excellence in Recycling and Waste Management twice. In 2019, Bywaters received Plastics Recycling Business of the Year following its endless campaigning to protect our oceans. This year, as the UK ground to a halt, Bywaters provided ongoing support to the NHS, a response that was awarded best ‘Waste management initiative in the retail, commercial and public sector’ at the Awards for Excellence in Recycling and Waste Management.

Recent Developments Bywaters’ commitment to providing a reliable service, ensures that the company is continuously improving its logistics for operational efficiency. To combat the difficulties caused by the HGV driver shortage, Bywaters launched The Bywaters Academy, a new HGV driver training course, to bridge the skill gap in the UK haulage industry. Free to all participants, Bywaters is funding the full course and test for anyone entering, whilst providing steady employment during the training period. This has opened the opportunity to anyone who might not have felt they had the time to train or could not risk being out of work whilst training. Newly qualified drivers will be running fully electric vehicles, as Bywaters rolls out the first of its new fleet of entirely electric dustcarts in early 2022. Supporting its fleet of electric vans and staff vehicles, this 100% electric RCV is at the cuttingedge of zero-emission waste collection logistics. Charged via Bywaters on-site vehicle charging points, electricity is drawn from the retrofitted rooftop solar PV array. In addition to eliminating emissions, these vehicles are cheaper to maintain and quieter to operate, for an additional reduction in noise pollution on collection visits.

Bywaters

Brand History 1 9 1 8 John Glover starts operating as a waste collector with a horse and cart in Highbury, north London. 1952 John Glover’s sons acquire the business and Bywaters (Leyton) Ltd is incorporated as a plc. 1966 The company’s first skip vehicle, a Commer Maxiload, is purchased. 1967- Fleet and equipment provisions 1968 are increased as roll-on vehicles and portable static waste compaction units are introduced. 1997 Bywaters invests in a new 6.5-acre site in east London and an additional three-acre site the following year. 2006 The site of Bywaters’ premises is required for the development of the Queen Elizabeth Olympic Park so operations are moved to Bow, where a state-of-the-art MRF is constructed. 2015 Bywaters’ vehicles attain FORS Gold certification, the highest possible accreditation for safety and environmental sustainability. 2016 The roof of Bywaters’ MRF has 4,000 solar panels installed. 2018 A £7m investment is undertaken to ensure that all vehicles are either hybrid Euro 6 models or fully electric. 2021 Bywaters now helps the UK recycle more than 125,000 tonnes of material every year.

Always innovating, Bywaters engineers assess every site on its merits, delivering one-of-a-kind solutions to each problem. For example, where sites face tight space requirements and small waste storage areas, Bywaters introduced The Pod, a miniature compaction unit that occupies the space of six 1,100L wheeled containers and can compact as much as four tonnes of waste. The Pod offers an effective optimisation of space, vehicle movements and carbon emissions, resulting from the reduced number of collections and its compact footprint.

Promotion Bywaters focuses on forming lasting brand partnerships with sustainably minded organisations, to help UK businesses become more environmentally conscious. These partnerships include the launch of The Sustainable Beverage initiative, sourcing sustainable solutions within the beverage industry. This encompasses everything from zero waste coffee to fully bio-degradable tableware.

In 2016, Bywaters partnered with Sky Ocean Rescue to raise awareness on the fight against plastic pollution. The campaign saw Bywaters donate 2,500 plastic bottles to form Plasticus the whale. This sculpture toured the UK raising awareness on how much plastic waste enters the oceans each second. Following this successful campaign, Bywaters has been pushing the agenda for cleaner oceans, organising beach cleans with both clients and like-minded businesses, to help clear our shorelines of contaminants. The push for change introduced Bywaters and Stroodles eco-wear, partnering to inspire the younger generation by introducing a new ‘Ocean Helper’ and ‘Ocean Hero’ scout badge, awarded for successful beach cleans. In early 2021, the partnership approach saw Bywaters turn its attention to supporting local businesses in east London. With this, Bywaters launched a campaign to help stimulate local postCovid business recovery. Focused on businesses

in Tower Hamlets and Hackney, it provided reduced recycling costs to both current and prospective customers, reducing waste costs throughout both boroughs at a time when it has been most needed.

Brand Values Bywaters is inspired to lead the UK to a more sustainable future, by working with clients and using its voice as industry-leaders in waste management. A focus on always doing the right thing for its staff and the environment has evolved into a ‘Think Customer’ approach, ensuring that clients are at the heart of every decision. Bywaters is constantly campaigning for change, working to Save Our Oceans, inspire the next generation and provide efficient and impactful recycling and waste management solutions for its clients. This leads every aspect of the organisation to support the UK on a path to zero waste and the circular economy.

bywaters.co.uk

Superbrands UK Vol. 22

The CBI is the UK’s most influential business organisation, representing firms of all sizes, sectors and regions. It works to help business and government Seize the Moment and ensure the UK becomes more dynamic, more competitive, and the most future-focused economy in the world

Market The CBI speaks on behalf of 190,000 businesses – of every size, in any sector and in every region – that together employ nearly seven million people, about one-third of the current private-sector employed workforce. Unlike trade associations or the groups that represent one type of organisation, the CBI’s wide-reaching and whole-economy view gives it a unique perspective and influence that ensures its members are listened to at the highest levels of government, and that its practical guidance is applicable to all.

Product The CBI’s aim is to transform the UK economy by campaigning for change, and to help take businesses on the journey. Membership is its flagship product, designed to help business succeed by driving change, helping plan for the future, and providing inspiration and intelligence for growth. Its events provide businesses with opportunities to network, engage, learn, discover and shape

change. During the pandemic the CBI began hosting events online, meaning more businesses than ever could participate. Its leadership development programme empowers and equips leaders with the skills to manage through uncertainty and shape the future.

Sponsorship of CBI events, reports and surveys help businesses to build their profile in front of an engaged, wide-reaching and highly relevant audience. The CBI Economics offering, led by an expert team of economists and survey specialists, provides essential market data and the intelligence firms need to understand their markets and the impact of policies.

Achievements The CBI has been influencing government policy and driving change across the business community like no other organisation for 56 years. This is demonstrated in its annual Year of Impact documents.

DID YOU KNOW? The CBI has 22 regional and subject based policy standing councils and committees uk.superbrands.com

CBI

Brand History 1965 The CBI is founded, incorporated by royal charter. The overall brand identity has remained consistent, though its values have continued to evolve. 1 9 7 1 The CBI launches its brand internationally by opening an office in Brussels. 2002- Further international expansion 2 0 1 1 sees offices open in Washington, Beijing and New Delhi. 2019 To evolve the members-only offering, My CBI, a member-exclusive platform that provides businesses with intelligence and insight, is launched. 2021 Seize the Moment becomes the core articulation of the CBI brand, and a visual and tonal transformation that reflects this new dynamic identity is undertaken.

DID YOU KNOW? The CBI has over 100 economic and policy specialists, the largest policy unit outside of Whitehall

Most recently, in 2020, with coronavirus impacting all elements of life and business, the CBI stepped up for members and the wider business community through this unprecedented crisis, providing vital support for all organisations. It launched a dedicated Coronavirus Hub within a week, alongside championing and campaigning for the launch of the Job Retention scheme, business rates relief and grants for distressed firms. Back in 2019, the UK Government announced its world-leading zero emissions target: a target which the CBI had campaigned extensively for. Its ongoing lobbying has helped develop the policies which will get business, and the UK, on track to reach such an ambitious – but crucial – target.

Recent Developments Under the steer of its new director general, Tony Danker, the CBI now articulates its brand and purpose through Seize the Moment: its vision

for transforming the UK economy over the next 10 years. In the wake of Covid-19, the new UK-EU relationship and the climate challenge, the country is bearing witness to a defining opportunity to reset the UK economy. The CBI encourages businesses to Seize the Moment and act now to ensure that the UK economy can become more dynamic, competitive and future-focused. Seize the Moment sees the introduction of six themes of work, which the CBI will focus on building: an economy which is decarbonised, innovative, globalised, regionally thriving, inclusive and skilled as well as healthier. In turn, the brand is undergoing an evolution tonally and visually to bring it more in-line with the energy and emphasis of Seize the Moment.

Promotion The CBI’s communication strategy has a members-first approach: its members’ input on critical business topics across all industries shapes the work it does and how it drives change. This is reflected in how the CBI communicates to its membership, the wider business community and the public. The CBI’s progress and achievements are communicated daily via its press team, social media, email newsletters and website. Since the

launch of the new member-exclusive platform, My CBI, digital communications and presence have significantly increased. This will be a key focus in the CBI’s strategy going forward.

Brand Values The CBI exists to help business build a prosperous, green, forward-facing and inclusive UK economy. Businesses create opportunities, innovate and cultivate a better future for the next generation. It has a vision for the economy that places business, and its ability to drive prosperity through providing jobs and supporting communities, at its heart. It believes that together, transformation of broad government strategies into concrete plans for good jobs can take place, with better wages and greater innovation. The CBI is committed to supporting the communities its members operate in. It has worked with the Greggs Breakfast Clubs, funding breakfast clubs in six schools, enabling it to provide 58,500 breakfasts. The CBI has also worked with charities such as the Social Mobility Foundation and Mencap to provide work experience for people from a range of backgrounds. The CBI is also a founding member of Change the Race Ratio: accelerating racial diversity in business by campaigning for change and taking real action.

cbi.org.uk

Superbrands UK Vol.22

Continental Tyres develops pioneering technologies and services for the sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent and affordable solutions for vehicles, machines and transportation

Market Continental generated sales of €37.7bn in 2020 and currently employs approximately 193,000 people in 58 countries and markets. In 2021, the company celebrates its 150th anniversary.

Product Continental ranks among the technology leaders in tyre production and offers a broad product range for passenger cars, commercial and speciality vehicles, as well as two-wheelers. Through continuous investment in research and development, Continental makes a major contribution to safe, cost-effective and sustainable mobility. In 2021, Continental launched the new SportContact™ 7, a high-performance tyre for sporty vehicles. During the development of the new tyre, Continental placed value on improving all performance criteria in order to combine maximum driving pleasure with maximum safety and sustainability in the field of UHP tyres (the ultra-high performance tyre segment). Continental is contributing to society and towards shaping the future through its sustainability commitment. The aim is to achieve this by continually investing in research and development to drive innovative technologies, alternative and sustainable materials, as well as environmentally friendly production processes. Some of the sustainability initiatives currently in place include Taraxagum dandelion rubber and the use of recycled PET bottles. Since the opening

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DID YOU KNOW? Continental produced the first ever automobile tyre with a patterned tread

of the Taraxagum Lab in 2018, Continental has released the popular Urban Taraxagum bicycle tyre, the first mass production product with Taraxagum. Although still in its development stage, Taraxagum, in the future, will be used in car and truck tyres. In partnership with fibre specialist OTIZ, Oriental Industries (Suzhou) Ltd, Continental will be introducing the use of recycled PET bottles into the production of tyres from 2022 to help conserve valuable resources in tyre construction. The plastic bottles will be turned into a new sustainable polyester yarn and used in the construction of the tyre carcass. By 2050, at the latest, Continental aims to successively use 100% sustainably produced materials in its tyre products.

Achievements The market-leading approach of Continental has been frequently recognised with a range of UK tyre test wins and international awards. Continental’s AllSeasonContact™ claimed ‘Best All-Season Tyre’ at the Auto Express Product Awards 2021, following success with the same tyre in the Auto Express 2020 All-Season tyre test.

Continental’s tyre test success would not be possible without its commitment to technical excellence and innovation, ensuring its tyres deliver superb braking, handling and performance. Continental tests more than 140,000 tyres every year in different conditions at its main testing site, the Contidrom in Hanover, Germany. Continental is the only tyre manufacturer to have an automated braking test centre, enabling 24/7 year-round testing. Continental is the leading tyre choice for the world’s top car manufacturers, with more than 800 current model approvals. If vehicle manufacturers trust the tyre brand’s products, drivers can too. Due to go into operation at the Contidrom in 2022, Continental has also invested in a state-of-the-art dynamic driving simulator. The aim is to develop its premium tyres for the original equipment business even more efficiently, sustainably and precisely, in line with customer requirements in the future. This ‘driver-in-the-loop’ simulator (DIL) will allow Continental’s professional test drivers to assess a range of driving parameters, in a diverse range of virtual test scenarios and driving situations. The use of the simulator also has environmental benefits. By reducing the amount of road and track testing, Continental can reduce the number of test tyres produced.

Recent Developments Over recent years, Continental has developed a range of partnerships to maximise its brand awareness across audiences. Working closely with adidas, Continental continues to bring advanced tyre technology to the soles of trainers,

Continental

Brand History 1 8 7 1 Continental-Caoutchouc-und Gutta-Percha Compagnie is founded in Hanover. 1904 Continental presents the world’s first automobile tyre with a patterned tread. 1 9 1 4 There is a triple victory for Daimlers fitted with Continental tyres at the French Grand Prix. 1979 The takeover of the European tyre operations of Uniroyal, Inc., USA, gives Continental a wider base in Europe. 2003 The world’s first road tyre approved for speeds of up to 360km/h, the ContiSportContact™ 2 Vmax, is unveiled. 2006 The automotive electronics business of Motorola, Inc. is acquired by Continental. 2010 Continental partners with adidas to produce trainers with Continental compound technology built into the soles. 2017 Continental launches the new AllSeasonContact™. 2019 Continental is announced as the Founding Partner and exclusive tyre supplier of the new racing series, Extreme E. 2021 Continental launches the new SportContact™ 7.

creating rubber compounds with exceptional grip in wet and dry conditions. Since the beginning of the partnership in 2007, there have been more than 137 different models with Continental soles. The brand’s commitment to safety and performance extends to its partnerships with the leading cycling event, the Tour de France, which provides the perfect platform to engage with keen cyclists and strengthen Continental’s position as safety experts, ‘whatever the wheel’.

which sees electric SUVs race in extreme and remote areas of the world to highlight the challenges within the ecosystems of different locations. As the exclusive tyre supplier, Continental has worked closely with Extreme E to develop tyres capable of tackling a range of difficult terrains. With well-known names from the world of motorsport taking part, the series has seen some exciting races. In 2021, Continental celebrated 10 years of support for women’s football. Since first signing as a founding partner of the League in 2011, Continental has remained as the official tyre partner to the England Women’s Senior Team and title partner to The FA Women’s Continental Tyres League Cup.

Continental has entered its tenth year as a Partner in Excellence at Mercedes-Benz World, the pioneering brand experience centre, located in Surrey at Brooklands motor racing circuit. Throughout the year, Continental offers free driving experiences, educating drivers on the benefits of premium tyres through a range of driving demonstrations.

Promotion

Continental is a founding partner and premium sponsor of the new Extreme E racing series,

For 150 years, Continental has continued investing in and improving its tyres, every single day, to bring consumers premium products.

Choosing a Continental tyre means there is no need to worry about anything but driving safely, leading to the new campaign story – ‘We care about tyres, so you don’t have to’. The new campaign shows everyday situations where Continental are the ones consumers can count on. Continental also continues to be a proud corporate supporter of TyreSafe, educating motorists about the importance of tyre safety and providing resources to help drivers with simple tyre safety.

Brand Values With its tyre innovations and automotive expertise, Continental earns the trust of its customers by striving for excellence with its advanced and pioneering tyre and safety technologies. Continental’s German engineering and strong heritage in creating leading and successfully proven technologies are its passion and gives customers confidence in the brand.

continental-tyres.co.uk

Superbrands UK Vol. 22

De Vere is a collection of historic mansion house estates and distinctive contemporary hotels and event destinations with market-leading conference and leisure facilities. De Vere operates more than 260 meeting rooms and more than 1,800 bedrooms, located from the Cotswolds to Surrey

Market De Vere is a collection of historic mansion house hotels and contemporary event destinations which operates in the hotel, conference and events, leisure and wedding markets. Other key players in the market range from multinational brands to boutique independents.

Product De Vere’s collection of country estate hotels has recently undergone a multi-million-pound refurbishment project, which focused on putting the historic mansion house back at the heart of the hotel. The transformation of these storied properties included new bedrooms and suites, new destination restaurants, transformed meeting and event spaces, as well as upgraded leisure

facilities and investment in outdoor spaces. De Vere’s properties are located in some of the most beautiful locations across the UK, including The Cotswolds, The Chess Valley, Surrey and rural Berkshire. Many of De Vere’s hotels have unique stories to tell. Such as De Vere Latimer Estate, which was recently named ‘Britain’s most secret home’ due to the role it played during WWII. In the 1940s, the house became the centre of top-secret activities run by MI5 and MI6 and is credited with being of similar importance to Bletchley and Wilton Park for gathering vital information that shortened the course of the war.

DID YOU KNOW? During WWII, De Vere Latimer Estate was used by MI5 and MI6 and was known as The Spy House

De Vere Tortworth Court was in the hands of the Earls of Ducie before being sold in 1991 to be turned into a luxury hotel. The property recently received a £5m restoration turning the former stables into bedrooms and the iconic Orangery is now a grand and unique venue for events. Outside, the historic arboretum of more than 200 unique trees takes centre stage, where guests can download a walking tour and discover the rare flora. The group’s meeting product, Smart Space, can be found across all properties in the portfolio and is made up of nine service features, it’s been meticulously crafted to create unforgettable events. So, whether delegates want a unique venue, set in picturesque countryside, or the heart of the city, they will experience the same exceptional level of service.

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Achievements All of De Vere’s hotels have achieved VisitEngland’s ‘We’re Good to Go’; the AA’s ‘Covid-19 Confident’ and Quality in Tourism’s ‘Safe, Clean & Legal™’ in the past year, whilst in 2019 De Vere Wokefield Estate won Best Conference Venue Customer Service at the Conference Awards. Last year, The Times named De Vere Tortworth Court as one of the country’s 30 most romantic hotels whilst in April 2021, De Vere Cotswold Water Park was named as one of the top 10 waterside hotels in the country by The Guardian.

Recent Developments De Vere’s historic mansion house hotels have seen a top-to-toe restoration, with all hotels in the group receiving an upgrade. De Vere Beaumont Estate, in Windsor, recently completed a £12m refurbishment, which included a full transformation of its historic mansion, The White House. De Vere Wokefield Estate, near Reading, also recently unveiled the results of a £20m investment programme which saw its impressive mansion house restored to glory.

De Vere

Brand History 2017 A multi-million-pound investment programme is undertaken and the De Vere brand is launched. 2018 A £20m refurbishment is completed at De Vere Wokefield Estate in September. 2019 A £5m refurbishment of De Vere Tortworth Court is completed in June. 2021 A £12m refurbishment of De Vere Beaumont Estate is completed in April.

Other developments include investment in technologies, including Smart Space – the group’s meeting and events service which includes Smart Booker, which allows event bookers to be able to plan and book events directly on De Vere’s website, and Smart Base, which offers work space at De Vere’s properties for those looking for a more flexible solution to today’s working patterns.

DID YOU KNOW? De Vere’s hotels have recently undergone a multi-million-pound refurbishment project

Promotion De Vere’s loyalty programmes, Applause and Showtime, which are both driven through CRM, offer guests and delegates rewards and offers from their very first visit. Applause is De Vere’s leisure loyalty programme and offers discounts on stays as well as exclusive perks to guests including 10% off a stay when it is booked direct, a late check out and, by partnering with Readly,

access to more than 5,000 digital newspapers and magazines. Showtime aims to reward meeting and event bookers with free cinema tickets for enquiries, as well as points for every £1 spent on an event, which is redeemable on everything from high street gift cards and luxury experiences to charity donations.

Brand Values De Vere’s vision is simple: to make every moment memorable. This is done through the brand’s inspired people, rich history and local culture. De Vere always takes the initiative and continuously strives to enrich the experiences it provides. Ultimately this means aiming to exceed guests’ expectations. De Vere encourages its colleagues to actively participate in fundraising for local charities, with committees in each location nominating a charity of the year; for the last 18 months, De Vere has supported NHS Charities Together. Each year De Vere donates breaks away to seriously ill young adults through the Willow Foundation and provides access to available bedrooms for ‘Room To Reward’ to thank charity volunteers who give up their time for those who need it most.

devere.co.uk

Superbrands UK Vol. 22

DP World is at the heart of Britain’s trading future, providing the right trading infrastructure, smart logistical solutions and the benefits of freeport status to its customers. DP World believes in the UK market and has the ambition and resources to boost growth, support businesses, create jobs and improve living standards

Market DP World is Britain’s maritime gateway to the world and is connected with more destinations than any other logistics hub. By offering a choice of deepwater entry and exit points to and from the UK, DP World can provide greater flexibility and choice for shipping lines and cargo owners. Working with a wide spectrum of businesses, DP World has the infrastructure, vision and partnership approach to support them as they grow.

and easily between locations, giving customers more control over their supply chains and increased security of supply for critical goods coming into the UK. DP World’s commitment to Britain’s trading future is underpinned by its participation in Thames Freeport. This offers an economic zone connecting London Gateway with the Port of Tilbury as well as Ford’s world-class production and logistics facility

unique solutions encompassing everything from one million sq ft of warehousing to support e-commerce sales, to the provision of a state-ofthe-art banana ripening facility. Over the next 10 years, approximately £1bn of further investment has been designated for the UK. As part of the Thames Freeport partnership, DP World is funding a skills accelerator that will benefit the local area and ultimately expand the pool of talent available to its customers. It is also investing in apprenticeship programmes at Southampton and London Gateway. Furthermore, relationships are being developed with universities to help DP World advance its skills and inclusion agenda.

DID YOU KNOW? London Gateway’s logistics park is the size of 400 football pitches, the biggest of its kind in Europe

DP World is also involved in UK communities, partnering with local schools and environmental charities in the Our World, Our Future programme.

Expo 2020 Pavillion

Product DP World is one of the largest global logistics companies and is expanding rapidly. Operating in 64 countries, it now handles 10% of worldwide container traffic. Aiming to provide supply chain integration, it operates the UK’s smartest logistics hubs, encompassing two deep water ports with freight rail terminals at Southampton and London Gateway. At London Gateway a rapidly expanding logistics park on the doorstep of the capital is one of the biggest facilities of its kind in Europe, set to employ 10,000 people. Operating two ports means that DP World can offer unrivalled flexibility and choice to customers. Volumes can be switched quickly

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in Dagenham. It is supported by an advanced software business, which provides online links to customers and border control. DP World is continuing to invest in and develop its marketleading digital platform to meet the future needs of businesses.

Achievements Firmly committed to investing in the UK’s trading infrastructure, over the last 10 years DP World has invested £2bn in the UK. London Gateway is one of the country’s largest privately funded investment projects of the last 30 years. Its port-centric logistics park provides supply chain solutions, high-quality warehousing as well as light manufacturing. In this dynamic market, customers are diverse and require

Recent Developments DP World has a clear sense of responsibility to reduce the impact of its operations and to offer customers solutions that support their own sustainability journeys. The close proximity of London Gateway to Europe’s largest consumer market gives DP World a natural advantage, while its investment in rail interconnectivity at both of its hubs eases congestion on the roads. Southampton has the highest proportion of containers moved by rail in the UK, at more than 30%, and the emphasis on rail across both ports takes 300,000 trucks off UK roads each year. DP World is also investing in the electrification of plant and machinery operations. For example,

DP World

Brand History 1972 DP World begins operations with the opening of Port Rashid in Dubai. 1979 Jebel Ali port is opened, which now contributes 23.8% of Dubai’s GDP. 1988 DP World makes its first investment in Southampton. 2013 London Gateway opens as a fully integrated logistics facility. 2015 DP World acquires 100% ownership of DP World Southampton. 2021 Operating in 64 countries, DP World now handles 10% of world trade. London Gateway and Southampton are both awarded freeport status as part of Thames Freeport and Solent Freeport respectively.

Presentation taking place at Expo 2020

both of its hubs now have hybrid straddle carriers to move containers and trials of a fully electric straddle are underway. DP World is also investigating the use of biofuels. In its planned £300m new phase of investment, an additional fourth berth at London Gateway will be 100% electric. Southampton, which has seen £40m of investment in the last 12 months alone, is the second largest container port in the country. It has consolidated its position as the most productive port in the UK and can turn vessels around faster than any other UK port. Along with the Port of Tilbury and Ford Dagenham, DP World London Gateway will form Thames Freeport after being awarded freeport status by the Government earlier this year. DP World Southampton has also been awarded freeport status as part of Solent Freeport, further cementing the critical role of both ports in the UK’s international trade.

This year DP World also announced that it will begin work on a new fourth berth at its London Gateway logistics hub to increase supply chain resilience and create more capacity for the world’s largest vessels. The £300m sum represents the next step by the leading global provider of smart logistics in delivering integrated supply chain solutions for customers.

Promotion DP World runs a comprehensive programme of forums, discussions and workshops, highlighting the critical issues within the industry. The current Expo 2020 Dubai event is a key tool for showcasing the brand. It signifies a point of business transformation, combining traditional and new business operations into a single integrated whole and is ushering in a new era of global mobility and trade. Live from 1st October 2021-31st March 2022, it is the largest event ever staged in the Arab world. The focus is on building partnerships and inspiring ideas that will help forge the world of tomorrow.

In addition to this, DP World’s Flow Pavilion provides a unique insight into the critical world of global trade. Centred around the concept of Flow, this demonstrates the connectivity and movement of cargo across the world, whilst highlighting the vital role of smarter trade in the global economy. This is both a physical and virtual destination where governments, customers, influencers, media, employees and the public can experience a new DP World.

Brand Values With the vision of leading the future of world trade, DP World is built on the principles of creating growth, driving results, supporting people to excel and constantly adapting and evolving. Its purpose is to make the world flow and change what is possible for everyone. DP World aims to achieve this with the fast, sustainable movement of products through a single platform for trade.

dpworld.com

Superbrands UK Vol. 22

Offering a collection of individual hotels, inspired by London and rooted in the neighbourhoods the hotels inhabit, from stylish boutiques through to luxury on the grandest scale, each hotel boasts stunning interiors and exceptional comfort. With complimentary wifi throughout, chic bars and concept restaurants, Edwardian Hotels London’s service ethos delivers unforgettable experiences

Market Founded by Jasminder Singh OBE in 1977, Edwardian Hotels London is intrinsically linked to the landscape, with 12 of its 13 properties being in London and one in the heart of Manchester. The group has been committed to establishing upscale hotels in the city for decades and is inimitably embedded within the London landscape. The luxury London hotel market is a highly competitive environment and Edwardian Hotels London is able to stand out from the crowd with stunning four and five-star properties in key London locations. What helps to distinguish the brand from other key players is its individuality. As a privately owned business, the company offers top quality and unique design, combined with a style of service that is genuine.

Product Known for its presence in London’s most sought after locations, Edwardian Hotels London has 10 hotels in Zone One alone. With strong and sustained investment across the portfolio and a contemporary environment in each hotel, the properties are designed for comfort and convenience. Adorned with tactile furnishings and original art throughout, each hotel is distinct in its look and feel. Staying in an Edwardian Hotels London property is an experience. From Kensington to Covent Garden or Bloomsbury to Mercer Street, each has a unique personality. The group’s mission is to light up every guest experience, meaning nothing is ever too much trouble.

Achievements Edwardian Hotels London has been ranked as one of the best hotel groups in the UK in Which? Travel consumer magazine. Focused on creating bespoke experiences, each hotel is a one-off and strives to achieve the best in hospitality by creating exceptional memories. This ethos is further evident at its Manchester property, winner of Hotel of the Year as well as Best Luxury Restaurant for Peter Street Kitchen.

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Sustainability is also high on the agenda, with numerous awards cementing the brand’s reputation as one of the UK’s greenest hotel groups, including a Green Tourism Business Scheme Gold Award, Best Carbon Reduction in a Hotel Chain, and a Sustainable Restaurant Association Two Star badge. Edwardian Hotels London is the official corporate fundraising partner to Cancer Research UK, with funds raised by the wider company going to the Francis Crick Institute in London, a world-leading centre of biomedical research and innovation. Digital innovation is at the forefront of the group’s progression, with a number of new initiatives ensuring a seamless guest experience. Its multi-award-winning virtual host, EDWARD, has been a huge success, with recent accolades

including, Best Use of Technology at the 2020 Catey Awards. An automated, intelligent textbased interaction service, EDWARD responds to and executes guests’ requests, enquiries and bookings via mobile phone. Online check-in and check-out has also become a popular feature, with guests given the freedom to choose their room prior to arrival, and check-out quickly and easily.

DID YOU KNOW? Set across 16 storeys, The Londoner is the world’s first ‘super boutique’ hotel

Edwardian Hotels London

Brand History 197 7 Edwardian Hotels is established by Jasminder Singh OBE. 1992 A marketing agreement with Carlson is signed to increase global reach and the brand becomes Radisson Edwardian Hotels. 2004 The first hotel outside London opens in Manchester, a five-star hotel in the city’s iconic Free Trade Hall. 2007 The company opens a brand new hotel opposite The O2 at New Providence Wharf in London. 2012 An agreement is signed with Radisson Hotel Group (originally Carlson) to become part of the global Radisson Blu brand portfolio and the brand becomes Radisson Blu Edwardian, London. 2013 Radisson Blu Edwardian, London launches Steak & Lobster as well as Scoff & Banter. 2016 May Fair Kitchen opens at The May Fair Hotel, followed by Monmouth and Leicester Square Kitchens at the Mercer Street and Hampshire hotels, respectively. 2018 At The Hampshire Penthouse opens and Manchester welcomes a multi-million-pound refurbishment, new restaurant and bar. 2019 Bloomsbury Street Kitchen opens. 2021 In September, The Londoner premieres as the world’s first super boutique hotel.

ballroom for up to 850 guests. All guests also enjoy access to three beautiful guest-only spaces at The Residence, as well as The Retreat, including pool, cabanas, gym, hair and nail salon, barber and superfood clinic.

and The Donmar Warehouse, to name three of its extensive partnership portfolio. Furthermore, The Londoner has taken over as the Official Hotel Partner to London Fashion Week and the London Film Festival.

In 2021, Edwardian also refurbished and redesigned the lobby, social spaces, bedrooms and event spaces of its four-star deluxe Radisson Blu Edwardian Bloomsbury Street hotel.

Meanwhile in the north, The Edwardian Manchester, A Radisson Collection Hotel, continues to cement its place in the heart of Manchester through its title as the Official Hotel of Manchester Pride.

Recent Developments

Promotion

Brand Values

Edwardian Hotels’ most ambitious project to date saw the September 2021 opening of The Londoner on Leicester Square. A collection of spaces, tastes and experiences brought to life across 16 storeys, curated to reflect the drama and elegance of West End life. The Londoner features 350 bedrooms and suites, six restaurants and bars, including a rooftop lounge, two private screening rooms, inspiring event spaces and a stunning

The group’s brand communications remain distinctive. Through cherry-picked partnerships and a cross-channel brand activation calendar, every hotel continues to weave itself into the fabric of the community in which it resides.

The essence of the Edwardian Hotels London brand is to light up every guest experience. This positive attitude enables the delivery of a customer promise that makes people feel special with individual service aiming to build mutually beneficial relationships with a commitment to creating business. Authenticity is at its core, the environment and experience guests enjoy at Edwardian Hotels London is uniquely cosmopolitan.

DID YOU KNOW? The AI chatbot, EDWARD, responds to questions in 59 languages, and counting

The London properties demonstrate their affinity with the arts through longstanding partnerships with the National Theatre, Royal Shakespeare Company,

edwardian.com

Superbrands UK Vol. 22

EQ has been an inventive and assuring presence behind the scenes of the UK’s biggest names for nearly 200 years. From mobile apps to hybrid AGMs, it is constantly evolving how companies look after their employees, shareholders and pensioners

EQ Paymaster – manages complex and regulated pension and payment administration for public and private sectors. EQ Digital – helping the UK’s most recognised brands and government agencies build their digital capability, enhance their customer management, combat financial crime and automate consumer and commercial lending. EQ US – working with US brands to support them with transfer agent and equity compensation services, corporate actions and IPO’s.

Achievements Market If you own shares in a FTSE 100 company or participate in an employee share plan at work, there’s a good chance Equiniti (EQ) will be managing it behind the scenes. 70% of the FTSE 100 and 15% of the NYSE rely on EQ to help them respond to the challenges of an increasingly complex and regulated world. EQ provides businesses with specialist solutions, powered by technology that it has developed and built. Through its services, EQ benefits 36 million people in the UK and 120 countries around the world. Together, more than 5,000 employees worldwide make the everyday happen, delivering streamlined, cost-effective payment administration and customer experience with care, often at highly emotive points in their customers’ lives.

Product EQ’s core capabilities focus on delivering specialist expertise and technology at scale to help large companies tackle digital transformation, complex regulation and payment administration. The Group is made up of four key divisions: EQ Boardroom – the UK’s leading supplier of share registration and employee share plan administration for listed companies.

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DID YOU KNOW? Equiniti has been providing the Armed Forces Veterans with pensions since 1836, the same year that London’s first railway opened

The Group is consistently recognised by the industry for successfully blending financial technology services with great customer experience as well as its commitments to diversity and inclusion in the workplace. Recent awards include the Financial Times, Diversity Leaders 2020 accolade, achievement at the Corporate Content Awards 2020 as well as receiving the Payment Provider Award at The Rewards 2019. EQ also received the Digital Engagement Award at Verint EMEA Annual Customer Awards.

Equiniti

Brand History 2007 Equiniti is established after being acquired by Advent International from Lloyds Registrars. 2008 The company acquires Prosearch asset reunification services. 2009 Equiniti acquires David Venus Company Secretarial Services, Xafinity Group Pension Solutions and Hazell Carr Regulatory Resources the following year. 2 0 1 1 Equiniti acquires Natwest Executive Dealing and 360 Clinical Medical Revalidation Platform and Services. 2012 The company acquires Prism Cosec Company Secretarial Services and Peter Evans Financial Services Software and then Killik Global and Executive Share Plans the following year. 2014 Equiniti acquires JP Morgan CDS Executive Corporate Dealing Services and Selftrade, the retail stock trading platform. 2015 The business is listed on the LSE and becomes Equiniti Group plc. 2016 Equiniti acquires Transglobal Payment Solutions International Payments and KYCNET Know Your Customer, technology and services in Amsterdam.

EQ partners with local schools, charities, businesses and other community groups to improve lives in the areas in which it operates, through fundraising and volunteering (all employees receive two extra days paid leave each year to support causes they care about). A total of £273,000 has been given to local charities as a result of colleague-led fundraising over the past four years. A corporate partnership with Sharegift has raised millions of pounds for various charities over the past decade through the sale of unwanted shares.

Recent Developments EQ recently launched EQ Borrowbox; a highly scalable mortgage servicing platform and outsource service, driven by open-banking technology. This combines an agile end-to-end lending solution with expert people and services. The open API approach is built with both lenders and consumers in mind.

DID YOU KNOW? EQ employs 5,000 people in the UK, India, Poland and the US and the average length of service of their employees is 12 years

EQ Complaints Professional also launched last year. A new automated complaints product for the Financial Services industry, it provides immediate and ongoing compliance with FCA complaints and case management regulations from day one. Two years ago, the Group invested in a new technology hub (EQ Tek) in Krakow, Poland which has recently welcomed its 200th team member. The site was established primarily to be a client application development centre, pushing forward UX across the Group. It is also home to a number of other technology teams across Infrastructure, Architecture and Security.

Promotion The EQ brand is always evolving, but its team’s next step isn’t necessarily making things look different but focusing on enhancing web accessibility so that it works just as well for all customers.

Brand Values As EQ grows, its responsible business ambition is to ensure that it does so in a responsible and sustainable way. This means advocating for its customers, local communities, suppliers, colleagues and the environment in all decisions that are made. EQ recognises that this is a journey, and doesn’t expect to have it right straight away. It is working on embedding principles of responsible business

2017 Nostrum Group Loan Administration and Marketing Source Data Analytica and Cyber Security are acquired by Equiniti. 2018 Wells Fargo Shareowner Services in the US, Boudicca Proxy Limited Solicitation and Aquila Pension Platform ‘Administrator’ are acquired. 2019 Equiniti acquires RD:IR Investor Relations and Corporate Stock Transfer, US Transfer Agent. 2020 Equiniti rebrands as EQ and becomes the owner of Monidee Global Share Plans.

through a focus on collaborative partnerships and strong governance. The EQ values fall under four pillars. Performance, being meticulous and ‘when we say we’ll do something, people know we’ll do it properly’; Growth, being inventive and constantly engineering new ways to do things, with its clients as well as each other; Customers, ‘keeping things real’ and being grounded, supportive and open as well as investing in its relationships; Colleagues, a sense of togetherness and employees playing their part and pulling together when it matters.

equiniti.com

Superbrands UK Vol.22

As the world begins to emerge from Covid-19, the team at ExCeL London believes that events will remain a catalyst for positive change, where innovation, ideas and moments happen that transform our lives for the better. Events have a key role to play in the UK’s economic recovery, driving billions of pounds of import and export activity, resulting in investment, jobs, and economic growth

Market The UK events industry is one of Britain’s biggest success stories, a world-class sector worth £70bn, employing more than 700,000 people, across 25,000 businesses. ExCeL London’s vision is to be the home of world leading events. The business wants the very best events in the world to find a home at the venue, from market leading exhibitions and global brand showcases to international association meetings and congresses. ExCeL London has two key commercial divisions, representing the markets that the venue operates in, namely Exhibitions and Conferences & Events (C&E). In a typical year, ExCeL London welcomes four million people to more than 400 events, including one million international visitors, representing 25% of London’s inbound business tourists. What happens at ExCeL generates £4.5bn in economic impact for London and supports 37,600 jobs. ExCeL’s exhibition customers are mainly UK based, whereas with Conferences & Events, ExCeL operates internationally, with clients based in the following regions – UK (50%), Europe (25%) and North America (25%). ExCeL has ambitious plans for the future, including growth beyond its core business. Its vision is to make its 100-acre estate more of a destination – working with globally recognised brands to attract new audiences by delivering world-class content and entertainment. Earlier this year, ExCeL hosted the UK round of the ABB FIA Formula E Championship. Formula E is the closest, most progressive category in motorsport in the world, attracting internationally renowned automotive brands, with a global TV audience of 35 million.

Product Located in London’s Royal Docks, ExCeL is the Capital’s largest events venue and home to the city’s International Convention Centre (ICC). Whatever the

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DID YOU KNOW? Each hall at ExCeL could fit 742 double decker buses and 2,047 MINIs stacked inside event, the venue has a space to suit, from multipurpose event halls to state-of-the-art conference facilities and smaller meeting rooms. The ICC includes a fully flexible auditorium, a conference suite and exhibition space, as well as a variety of smaller meeting rooms. In 2016, ExCeL opened CentrEd at ExCeL, a state-of-the-art, meetings and training venue, with views overlooking Royal Victoria Dock and Canary Wharf. ExCeL’s event space is complemented with a wide variety of services, including catering, branding opportunities, IT, AV and rigging, providing customers with everything required to tailor the individual event experience. ExCeL sits within a 100-acre site, with a variety of hotels, bars and restaurants, within walking distance. The venue’s location ensures visitors

arrive quickly and easily. London City Airport is located five minutes from ExCeL, whilst three onsite stations link directly to the London Underground for access to London’s key stations and major airports. Looking ahead, the venue will have an onsite Elizabeth line station at Custom House, providing direct access to central London in 15 minutes and Heathrow in 43 minutes.

Achievements During the last 10 years, ExCeL has won more than 40 national and international leading industry awards, including The World’s Leading Meetings & Conference Centre (World Travel Awards), Outstanding Contribution to Tourism Awards (Visit England Awards of Excellence), Venue Team of the Year (AEO Excellence Awards) and England’s Best Convention Centre (World MICE Awards). The venue is certified to both the ISO14001 and ISO20121 environmental standards, which sets sustainability management standards in the events industry.

Recent Developments ExCeL recognises that its success is inextricably linked to that of its customers and that constant innovation is essential. Every year, the business listens carefully to clients’ feedback and continues to invest to maintain its position as an internationally competitive venue.

ExCeL London

In the last two years there have been several venue enhancements;

Brand History

A new arrival experience: ExCeL commissioned Biotecture, the UK’s leading living wall company, to create a sustainable, hydroponic structure, to run from Custom House Station to the entrance of the venue. More than 9,500 plants were interspersed with LCD screens, backlit advertising sheets, an overhanging LED digital sign, new LED lighting and audio speakers. As well as enhancing the experience, this investment provides customers with new signage and sponsorship opportunities, allowing them to create an immersive, on-brand welcome, tailored for their event.

2000 ExCeL London opens in November 2000. 2008 ADNEC acquires ExCeL and the construction of Phase 2 begins. 2010 Phase 2 is opened following £165m of investment, creating an additional 35,000 sq m of event space. 2 0 1 1 Following a further £50m of investment, the Aloft Hotel opens on-site bringing ExCeL’s total onsite hotel capacity to 1,400 rooms (2,722 rooms by 2018).

Investment in technology: ExCeL has formed a partnership with market leader, Ruckus Networks, upgrading to the latest standard, Wi-Fi 5, increasing the number of concurrent users (client devices) to 100,000, an increase of 300%.

2012 ExCeL is named as the most complex venue in the history of the Olympic Games, as the host venue for seven Olympic and six Paralympic sports welcoming 1.5 million visitors.

Tackling single-use plastic: ExCeL launched a ‘No Plastic’ campaign to outline its commitment to tackling this global issue. Steps taken include the removal of plastic straws from point-of-sale in the boulevard; the installation of water fountains and discounts for guests using reusable coffee cups. In 2019, this campaign reduced the number of plastic bottles used by more than 200,000.

2014 ExCeL London welcomes its 20 millionth visitor. 2015 ExCeL hosts Europe’s largest medical association meeting and the world’s largest cardiovascular event, welcoming over 32,000 delegates.

Innovation in food: KERB, the London-based community of street food traders, introduced new retail units and pop-ups, as well as a unique hospitality offer. Visitors are provided with a broad range of menus, offering a wide variety of dishes, inspired by cuisine from around the world.

2016 CentrEd at ExCeL, a £1.5m, state-of-the-art meeting and training venue, located onsite, opens alongside Royal Victoria Dock. 2018 The World Travel Market hosts its largest event ever, welcoming 93,000 visitors and 7,500 exhibitors to ExCeL.

Promotion The role of marketing at ExCeL is to enhance brand reputation and drive customer loyalty, resulting in commercial opportunity and profitable growth, across the business.

2019 Sibos, the world’s premier financial services event breaks all previous records at ExCeL London, with in excess of 11,000 visitors and 300 exhibitors.

In 2021, marketing and communications will support ExCeL’s recovery as the business begins to emerge from Covid-19. In line with any changing business objectives, the marketing plan will be continuously reviewed, to reflect the changing political, economic and social landscape. Marketing works in collaboration with Exhibitions and C&E to support customer retention and attract new business. With an increasing number of new events coming to ExCeL it is essential that the venue supports its customers’ marketing, creating content that improves consistency of message and supports legacy expectations. ExCeL proactively engages with clients to showcase the marketing initiatives they can benefit from. This communications strategy seeks to ensure ExCeL delivers upon its vision of being the home of world leading events, delivering great guest experiences and being an integral part of its key communities: the events industry, London and the Royal Docks. The strategy is underpinned with content that is engaging, human and thought provoking. The plan uses multiple channels, targeted at various audiences.

2020 ExCeL plays a key role in the nation’s fight against Covid-19 as an NHS Nightingale Hospital and a vaccination centre. 2021 ExCeL London hosts the UK round of the ABB FIA Formula E Championship, with the world’s first-ever indoor/outdoor race.

Brand Values ExCeL’s vision is to be ‘The Home of World Leading Events’, from global brand showcases and exhibitions to international association meetings and everything in between. Everyone at ExCeL is united by a common purpose – working together to deliver the best experience for everyone who comes to the venue. The brand promise is to take every event to heart. Whatever the ambition, ExCeL genuinely cares about what its clients do and is committed to helping

them achieve great things. It works closely with them to understand the right opportunities for growth and uses its knowledge and expertise to help events at ExCeL thrive. ExCeL is passionate about creating a meaningful and inspiring legacy. Upholding values that support its neighbours and the London Borough of Newham is of key importance. As one of the UK’s leading exhibition and conference venues, ExCeL is committed to tackling the challenges of sustainable development and operating as a responsible corporate business.

excel.london

Superbrands UK Vol. 22

The Financial Times is one of the world’s leading news organisations, recognised internationally for its authority, integrity and accuracy. It serves as a trusted independent guide to a fragmented world; essential for the ambitious, the curious and the champion of better business

Market The liberal capitalist model has delivered peace, prosperity and technological progress for the past 50 years. But in the decade since the global financial crisis, the model has come under strain. Growth now comes at the cost of the environment, social inequality and a fracturing global economy. The world is at an inflection point – economically, socially and politically. The demand for independent, authoritative and accurate business, financial and political news is greater than ever.

DID YOU KNOW? The film Wolf of Wall Street featured a character based on the editor of the FT, Roula Khalaf

Financial Times (FT) readers want a guide to the risks and opportunities that disruption brings. But they also want to be challenged: the FT has the authority and credibility to ask fundamental questions of business and highlight the choices that will determine the future of the economic order. Competing in a cluttered and complex environment against a combination of free and paid-for news services, the FT aims to differentiate itself not only through the quality of its journalism, but as the champion of better business.

Product The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. It is part of Nikkei Inc., which provides a broad range of information, news and services for the global business community.

“A RETURN TO LIFE AS IT WAS WOULD BE DEVASTATING FOR OUR CLIMATE” When the pandemic finally ends, almost nothing will be craved more than a return to normality. Yet the relentless physics of climate change mean a return to life as it was would be devastating. Too much of the way we travelled, worked, ate and lived was powered by fossil fuels and other activities that have raised greenhouse gas concentrations to levels not seen in millions of years. The scorching heat waves, deadly floods and violent storms that climate scientists warned of years ago now ravage lives around the world with unnerving regularity. There is no mystery about what needs to be done. Carbon emissions must nearly halve by 2030 and reach net zero by 2050 to have a good chance of keeping global warming to 1.5C, said a 2018 UN science report that has permanently reshaped the climate discourse. This means fossil fuel use must be curbed fast, starting with the dirtiest form of it: coal. The death notice for untrammelled oil and gas use also looms. Countries with the means to switch to cleaner energy must help those that lack it. More broadly, the burden of ending emissions cannot fall on those least able to bear it. The virus delivered a brutal lesson in the perils of ignoring obvious risks and it may be no accident that the public’s appetite for climate action appears to have grown during the pandemic. Governments, companies and investors should seize on this. Today’s leaders were sorely let down by their predecessors. They must not do the same to those who follow them. Life on Earth can recover from a drastic climate shift as new species and ecosystems evolve, but as a draft of the latest big UN climate report bluntly stated: “humans cannot”.

readership of more than one million, three-quarters of which are digital subscriptions. Through the partnership, the FT and Nikkei have worked together to open a joint Houston bureau. The bureau produces news covering energy, the US economy, politics and culture. In 2019, the FT launched its most substantial brand platform since the 2008 crisis. ‘The New Agenda’ puts the FT firmly on the side of responsible business and underlines the role of the FT as a trusted guide to an increasingly fragmented world. The brand platform provokes global debate about the rights and wrongs of modern capitalism, suggesting that the pursuit of shareholder value above all else is bad for society and, ultimately, bad for business. The FT is a multi-award-winning organisation. A recent notable achievement was being named Europe’s leading business publication for the sixth year running by the Global Business Influencers survey (GBI) from Ipsos in 2021. The FT was also named News Provider of the Year at the 2020 Press Gazette British Journalism Awards for ‘exemplary’ coronavirus coverage and ‘brave and dogged’ multi-year investigation into Wirecard. The FT’s coverage of the collapse of Wirecard also saw it win an additional two awards later in 2021 at the Gerald Loeb Awards in the US, in the ‘Breaking News’ and ‘Investigate’ categories.

PILITA CLARK, FT BUSINESS COLUMNIST

Recent Developments

With 700 journalists in 40 countries, the FT provides high quality reporting and insight across a number of key themes including economy and governance, social and political change, climate, technology and investment. Its products, therefore, play an important role for its audiences as a trusted, independent guide to a fragmented world; essential for the ambitious, the curious and the champions of better business. However, the subject matter of the FT isn’t limited to business news. Its sub brands, FTWeekend and

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How To Spend It (HTSI), comprehensively cover the arts, food and drink, fashion, travel and more.

Achievements Since joining forces with Nikkei in 2015, the FT’s reach has never been stronger, with a record paying

The Covid-19 pandemic resulted in FT Live, the events arm of the FT, to pivot from offering in-person events to exclusively digital events. FT Live’s digital transformation was hugely successful, bringing in a total of 250,000 people in 2020, 70% of which were completely new to the FT. Following the pandemic, FT Live will focus on hybrid events to provide both opportunities to connect in person while also increasing global accessibility. In 2021, Elaph launched HTSI Arabic in association with the FT. HTSI is the multi-award-winning luxury

Financial Times

Brand History 1888

The Financial Times is founded, proclaiming itself to be a ‘friend of The Honest Financier and The Respectable Broker’.

1893 The paper is printed on pink stock for the first time to distinguish it from its rivals. 1945 The Financial Times merges with its longstanding rival, the Financial News.

LEAD WITHOUT EXAMPLE Navigate a crisis like no other with the Financial Times. Read more at ft.com/newagenda

1979 FT starts to print in Frankfurt and grow internationally by expanding its global coverage. 1982

The iconic ‘No FT...no comment’ campaign is created by Ogilvy using black and white images, with just a spot of FT pink.

1987 The FT begins to publish the first daily world share index. 1994 ‘How To Spend It’ is launched. 1995 The FT website is first launched. 2015 Japanese media company, Nikkei, purchases the FT Group. 2020 FT moves the entire workforce to homeworking and produces its first paper remotely. 2021 Elaph launches HTSI Arabic in association with the FT.

Brand Values The FT’s brand values support its position as a trusted guide to a fragmented world by capturing the FT’s progressive spirit and the desire to continuously evolve to meet the needs and expectations of audiences. Critically, the FT’s values are a thread of consistency, deeply embedded in everything it does – its products, its brands and its approach: Integrity: Being truthful, accurate, ethical and decent. Ambition: Leading not following, always aiming to be the best and make a difference. magazine from FTWeekend, presenting themed issues on fashion, interiors, art, travel and lifestyle. This marks the first time the FT’s HTSI journalism will be available in Arabic, opening the door to a new audience across the Middle East and North Africa.

Promotion

The content-led campaign features a series of hard-hitting open letters addressing themes like climate change, the world of work, digital finance and global inequality. FT journalists including Martin Wolf, Gillian Tett, Pilita Clark, John Burn-Murdoch, Sarah O’Connor and Paul Murphy have contributed.

In September 2021, the FT launched its latest global brand campaign, titled ‘Letters to this New World’. With the emergence from the height of the pandemic, the campaign was designed to encourage public reflection on life before and after as well as giving a voice to the lessons learned.

Alongside the FT’s own print and online editions, the global brand creative will run on digital, audio, in cinemas and out of home, reaching audiences in the UK, US, EMEA and APAC.

Subscriber focus: Having an unmatched understanding of its subscribers and channel its resources to meet their needs. Curiosity: Being open minded and eager to learn, always exploring new ideas. Trust: Delivering on its commitments. Inclusion: Valuing different perspectives and experiences, making the FT truly global in its outlook.

ft.com

Superbrands UK Vol.22

Since inventing the hover mower more than 50 years ago, Flymo has become a market leader in effective and affordable garden care products. Its range now encompasses everything from grass trimmers to robotic lawnmowers. With constant design and technological innovations being at the heart of Flymo, the brand is continually revolutionising its range

Market Flymo is part of the Husqvarna Group, a leading global producer of outdoor power products which encompasses lawnmowers, robotic mowers, garden tractors, chainsaws as well as trimmers. In the UK, Flymo is a leading lawnmower brand as well as being at the forefront of design and innovation across a wealth of other gardening equipment segments. Over the years, Flymo has built a very close relationship with UK gardeners, learning about what they need and what problems they have in the garden, then using its ‘Easier by Design’ philosophy to create and develop new products to make gardening easier. Customer satisfaction

literally floating on a cushion of air and easy to manoeuvre in any direction. Since then, Flymo has set the pace by producing high performance hover mowers alongside other gardening power tools. Since launching the 1200R robotic lawnmower in 2013, when robotic lawnmowers were almost unknown in the UK, Flymo has helped grow the market segment by making robotic lawnmowers more available and affordable, with a majority share of the UK market. These lawnmowers leave no visible grass on the lawn because they cut such a small amount at a time. By cutting little and often, the lawn always looks healthy. The robotic lawnmower works within a set boundary in the garden, it will mow in the rain and will automatically return to its charging station.

DID YOU KNOW? 83% of DIY consumers recognise that Flymo is the UK’s leading lawnmower brand* *Source: Survey Sampling International (SSI)

Flymo still maintains its position as number one in robotic lawnmower sales in the UK and 2022 will see the ongoing launch of the EasiLife GO robotic lawnmower. This is Flymo’s smallest and simplest robotic lawnmower yet. With its intuitive Push & Go interface and enhanced app control. Furthermore, in 2022 11 new products will be launched across the Flymo Easi and Ultra product ranges. The feature packed Ultra range encompasses the 36V UltraStore 380R and 340R lawnmowers as well as the 18V UltraTrim 260 grass trimmer, 18V UltraCut 500 and 18V UltraCut Reach 420 hedge trimmers. Meanwhile, the practical Easi range encompasses the 36V EasiStore 380R and 340R lawnmowers as well as the 18V EasiStore 340R. In addition, the 18V EasiTrim 250 grass trimmer, 18V EasiCut 450 hedge trimmer and 18V EasiClean low pressure washer will also join the range. In the 1980s, Flymo gained the Queen’s Award for Technological Achievement as well as receiving royal recognition for its ability to export – taking its lawnmower to more than 60 countries worldwide. Heavy investment and research has seen Flymo introduce an automation programme, making it the first company in Britain to fully assemble and test its products using robots.

Recent Developments

and support is a key priority. Flymo research has found that more than 70% of people who have bought from the brand would purchase a Flymo lawnmower again. The company therefore works hard to retain these high levels of brand loyalty.

In addition to its comprehensive lawnmower range, Flymo’s garden power tool range has seen the launch of many handheld battery power tools in recent years, including grass trimmers, hedge trimmers, blowers, vacs and pressure washers. All use a powerful 20V Lithium-ion rechargeable battery, eliminating the need for a power cord.

Product

Achievements

Flymo’s consistent drive to make products ‘Easier by Design’ stems from its invention of the hover mower, back in 1963. The traditional heavy petrol lawnmower was transformed into a significantly lighter and easy to use product,

For more than 55 years, Flymo has been an established and iconic sight in UK gardens. It has consistently held high market shares in the UK, at its peak taking more than a 50% share of the UK lawnmower market.

In 2022 Flymo will become a member of the Power For All Alliance, which is one of the largest cross brand 18V battery systems of leading manufacturers worldwide. The purpose of the Alliance is to provide the consumer with just one battery that can be used for all tools around the home and garden. The aim

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In recent years, Flymo has been developing its range of battery-powered products. This technology can be used to solve some of the problems consumers face when using electric products that require power cables. Battery technology has rapidly advanced, becoming a more powerful and reliable power source.

Flymo

Brand History 1963 The Air Cushion mower is invented by Karl Dahlman, taking inspiration from the newly launched Hovercraft. 1964 Flymo Ltd is formed and manufacturing begins at Aycliffe, in the north of England. 1970 Flymo’s first electric model launches. 1 9 8 1 The first grass collecting air cushion mower is introduced. The following year, Flymo receives a Queen’s Award for export achievement. 1988 The launch of the Multi Trim electric trimmer is the most successful in Flymo’s history. 1993 Flymo GardenVac is successfully launched, going on to create a new market segment all over Europe. 1999 Flymo launches its first cordless, battery powered mower for small gardens. 2013 The 1200R Robotic Lawnmower is launched. 2014 Flymo launches a new hover collect lawnmower with unique twin chamber hovering deck for a cleaner neater cut and closer cutting up to edges. 2017 The first Flymo Lithium-ion battery lawnmower, Mighti-Mo 300 Li, launches. 2019 Flymo celebrates its 55th birthday. 2020 Flymo extends its robotic lawnmower range with the launch of the EasiLife 200, 350 and 500 models. 2021 Flymo launched EasiLife GO 150, 250 and 500 models – a compact robotic lawnmower with a simple Push & Go interface and advanced smartphone control. 2022 Flymo becomes a member of the Power For All Alliance.

is to save space and money as well as protect the environment. The Flymo Power For All range will launch with 11 products from the Ultra and Easi product ranges.

Promotion Flymo supports its products and innovations with multi-channel promotions. Over the years it has run many national TV advertising campaigns alongside national media press campaigns. Going forward, a leading focus for 2022 and beyond will be to

strengthen its digital and online presence to support the consumer shift from in-store to online shopping behaviour. Indeed, Flymo estimates that more than 40% of all its sales are now online via one form or another. Enhancing the customer experience online is now a major priority for Flymo at every stage of the customer journey. 2019 saw the launch of the Flymo e-commerce website, allowing consumers to buy direct. In addition, all the latest information about the brand

became available, also allowing consumers to register products as well as keep up to date with the Flymo newsletter and enter special member competitions.

Brand Values Flymo was founded on innovation and its thirst for design and technological development continues. Its aim is to create products that are ‘Easier by Design’, suited to today’s modern lifestyle in order to help consumers maintain impeccable gardens.

flymo.com/uk

Superbrands UK Vol. 22

Heathrow is the UK’s gateway to the world. During the coronavirus pandemic, Heathrow colleagues have worked continuously to provide a safe and world-class experience for passengers

Market Covid-19 has disrupted travel immensely, however Heathrow has remained open during the pandemic. It adapted by consolidating its operation into Terminals 2 and 5, to facilitate repatriation flights and cargo deliveries. In 2020, 46% of the UK’s pharmaceutical products were imported through Heathrow, including the transportation of vital PPE to the NHS. Heathrow made a conscious effort to help those most in need during the pandemic, donating PPE to the NHS alongside the local community. Heathrow has been diligent in following Government guidelines to help reduce the spread of the virus through the development of increased and technologically advanced cleaning measures. This year, Heathrow became the first UK airport to pass the CAA’s Covid-19 Security Assurance Scheme and was awarded the 4* Skytrax Covid-19 Airport Safety Rating (Source: stytraxratings.com). It has also continued to promote its Fly Safe campaign, giving passengers the confidence to travel through the airport safely. Heathrow is now looking forward to welcoming more travellers back to the airport, with all four terminals back in use alongside both runways.

Product Heathrow aims to ensure its passengers have an enjoyable, but also safe airport experience. Its colleagues and partners worked tirelessly to reopen stores and restaurants, all of which accept

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contactless payment, supporting a contact-free experience. Furthermore, the Heathrow app has proved to be popular for ordering food and drink remotely, as well as browsing and reserving items online from Heathrow Reserve and Collect in advance of heading to the airport.

DID YOU KNOW? 63,000 passengers travelled through Heathrow in 1946, its first full year of operation

Covid-19 has brought into focus the need for action in times of global crisis. In the face of climate change, and before the pandemic hit, Heathrow participated in industry plans to decarbonise aviation and reach net zero emissions by 2050. Sustainable Aviation Fuel (SAF) is a proven technology that can work across the world to decarbonise aviation. At the airport, Heathrow is working hard to build understanding, facilitate and encourage SAF take up. Heathrow recently played a role in delivering a partnership between bp and British Airways, resulting in all flights to Glasgow during COP26 being powered by SAF. UK SAF production could also generate up to £2.7bn and support 18,800

jobs, providing a stimulus in areas across the UK such as Humberside, Teesside, Wales and Scotland.

Achievements During the pandemic, an enhanced focus has been placed on ensuring the safety of colleagues and passengers alike. Many precautions were put in place to help prevent the spread of Covid-19. Stringent cleaning measures and the participation in multiple testing trials took place as well as the creation of Covid-19 testing facilities at the airport. In addition, hundreds of hand sanitiser stations were created as well as enhanced cleaning regimes, prominent signage featuring government health advice, Perspex barriers for frontline contact points and face covering reminders. The airport implemented a number of pioneering technologies to thoroughly clean passenger touchpoints, including UV cleaning robots, which use UV rays to quickly and efficiently kill viruses and bacteria at night; UV handrail technology was also fitted to escalators to ensure continuous disinfection of the moving handrails; and anti-viral cleaning methods to security trays, lift buttons, trolley and door handles, aiming to provide long lasting protection from Covid-19. Heathrow retrained 100 colleagues to serve as hygiene-technicians who were assigned to thoroughly disinfect the airport and answer passenger queries on the methods being used.

Heathrow

Brand History 1946 London Airport opens on its current site. 1966 The British Airports Authority is created, renaming London Airport as Heathrow Airport. 1998 The Heathrow Express rail service begins. 2008 Terminal 5 opens and the first commercial A380 flight arrives at Heathrow. 2010 Terminal 2 is demolished and work starts on its £1bn replacement. 2012 Heathrow welcomes the world as Host Airport for the 2012 Olympic and Paralympic games. 2014 Terminal 2: The Queen’s Terminal opens in June. 2018 Heathrow commits to ongoing sustainability plans for neutral growth in an effort to make aviation travel more sustainable. 2020 Heathrow responds to the Covid-19 pandemic, implementing rigorous new cleaning measures, consolidating into two terminals and hosting a selection of testing trials. 2021 Heathrow celebrates its 75th birthday.

Heathrow also made remarkable efforts to support the local community. For the younger generation, Heathrow compiled online educational resources to assist with home-schooling. It also donated 70 laptops to students who didn’t have devices at home in order to aid their home learning. In addition, Heathrow donated £95,000 in rapid emergency funding to support local community groups. One project equipped elderly people with technology, allowing them to stay in touch with family and friends, in an effort to minimise the effects of loneliness. Heathrow Employment and Skills Academy Awards have been running for 17 years, with the aim of helping people into work. To date, 5,800 people have been supported, with a contribution of £13.5m into training and career development.

Recent Developments Heathrow has been continually adapting throughout the pandemic, developing its messaging in line with Government guidance to increase awareness of the Covid-19 testing options available to book

at Heathrow, facilitating travel with on-site testing for both before departure and on arrival. As travel restrictions ease, Heathrow has been able to reopen more of its facilities, such as Terminal 3 to accommodate increased passenger numbers.

Promotion Heathrow continued to communicate its Fly Safe messaging following the re-opening of borders, with the aim of reassuring passengers about travelling again. This encompasses measures that have been put in place across the airport, including within the retail offering, as well as the safest ways to travel to and from the airport. In addition, a series of Experience Heathrow videos were created to highlight what can now be expected when shopping at the airport. Designed to aid the reassurance of passengers, these clips also act as a reminder of the enjoyment that the airport shopping experience can bring, showcasing the in-terminal retail, food and beverage offering including the popular food pre-ordering service.

In May 2021, Heathrow celebrated 75 years’ of operating as a civilian airport. To mark this milestone, a campaign was created along the theme of past reflection, celebration but also excitement for the future. A feel-good tone was set to give a positive feel through continuingly difficult times. The campaign, centred around looking forward, was guided by four statements, namely ‘more connections’, ‘more memories’, ‘more adventures’ and ‘more time together’, encapsulating Heathrow’s promises to its customers and employees. In-terminal, billboards were used to showcase the series of messages alongside digital channels including social media. A 75th anniversary logo was also created and used to increase engagement with this landmark year.

Brand Values Heathrow’s aim has always been to give passengers the best airport service in the world. It remains committed to delivering on this, making passengers feel secure and confident to fly again.

heathrow.com

Superbrands UK Vol. 22

Holland & Barrett is the UK’s leading wellness retailer * and one of the largest in Europe. It makes health and wellness a way of life for everyone, with a leading range of own brand, innovative vitamins, supplements, specialist food, sports nutrition and ethical beauty brands. Established in 1870, Holland & Barrett has been trusted for wellness for over 150 years *Kantar Brand Tracking – health and wellness retailers March 2021

Market

a comprehensive range of product solutions to help customers on their wellness journeys.

Holland & Barrett, a UK leader in health and wellness, prides itself on being the go-to destination to help its customers on their wellness journeys. The brand competes very successfully against a range of specialists and established grocers, as well as online giants. Having recently rebranded, Holland & Barrett is making significant investment to transform. Its goal is to be the leading player in global wellness, chosen by millions as their trusted partner for personalised wellness journeys. It aims to offer not just products, but services, content and advice that make the world of wellness truly accessible to all, helping consumers understand their wellness needs and feel in control of them. Holland & Barrett is a household name in the UK and internationally with more than 1,600 locations across 18 countries worldwide, including more than 800 in the UK and Ireland, as well as a rapidly expanding e-commerce business. Holland & Barrett’s colleagues are ‘qualified to advise’ with in-depth

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With more than 10,000 products, and NPD launched every year, its commitment to bringing customers and partners new and exciting products isn’t slowing down. With high quality, efficacious, natural products, Holland & Barrett strives to use naturally derived products and ingredients that are good for its customers and the planet.

training in nutrition and supplements to give accessible personalised advice to customers on their individual needs.

Product Holland & Barrett’s goal is to support the health and wellness needs for all. With over 150 years of experience, Holland & Barrett has created

With accessibility in mind, Holland & Barrett ensures that there is a price point to suit everyone, from entry level through to a premium proposition. Catering to the personal preferences and purchasing habits of customers, Holland & Barrett also offers these solutions in a variety of formats and pack sizes. As a leader in health and wellness, it has the insight and connections that enables it to develop its proposition and be at the forefront of market trends and product development.

Holland & Barrett

Brand History 1870 Holland & Barrett is established by Alfred Slapps Barrett and Major William Holland, who sold groceries and clothing from a store in Bishop’s Stortford, and the business grows steadily. 2002 Holland & Barrett enter the Netherlands and quickly become the market leader. 2010 Holland & Barrett leads the ban on plastic bags in its stores, a whole five years before the UK Government introduces the 5p charge. In addition, Holland & Barrett launch franchises in Malta, Cyprus, Singapore. 2017 L1 Retail purchases Holland & Barrett, ushering in a new era of growth and development for the business. 2020 Holland & Barrett launches an own label beauty product range, VitaSkin. It also receives essential retailer status through the pandemic and achieves 44 quarters of growth. 2021 Holland & Barrett launches in China on Tmall Global. It also relaunches its vitamins range to align to its new BVI and sustainability stance and launches its first store with the new brand identity in The Dubai Mall.

Achievements Sustainability is at the core of Holland & Barrett’s ethos and runs through the DNA of the brand. As the UK’s first retailer to ban plastic bags in 2010, microplastics in 2012, wet wipes in 2019, and most recently single use beauty sheet masks, Holland & Barrett’s actions demonstrate its longterm commitment to helping the planet and the environment. Further afield, Holland & Barrett is making waves in China, winning awards for the ‘Customers most favourite product’ in one of the calendar’s most highly anticipated shopping events, 6:18. Furthermore, in the Netherlands, Holland & Barrett ranked No. 1 in the prestigious MT500 rankings in the daily shopping category for ‘the brand with the most sustainable image’.

DID YOU KNOW? Holland & Barrett is now present in more than 1,600 locations around the world

Most recently, Holland & Barrett has banned the sale of single use face masks within its stores. The brand also has plans to save over 200 tonnes of plastic each year following the relaunch of its own brand vitamins range into packaging that contains 20% less plastic, with new, smaller pack sizes which are made from 80% recycled PET plastic.

Promotion Holland & Barrett’s new brand positioning launched in 2020. Finding ways to stay well and helping customers live their fullest, most vital and healthy lives has never been more important. So Holland & Barrett’s ‘Wellness for all’ brand campaign brings to life all the ways it can help customers take positive control of their own wellness. The steps to wellness are different for everyone, but Holland & Barrett is on hand with credible, expert solutions and advice, however customers choose to shop with the brand. Holland & Barrett’s famous ‘Penny Sale’ continues to offer great value on the most popular products and Holland & Barrett’s Price Drop has seen new, lower prices introduced across the store.

Recent Developments

Brand Values

Holland & Barrett is in a period of growth, expanding internationally to reach more customers. With new stores recently opened in Singapore, Dubai, on Tmall in China and across Europe its mission to bring wellness to all is taking shape.

Holland & Barrett is a brand with a strong heritage and is trusted by customers. Its 150 years of retailing, alongside its leading training programme, which has recently celebrated its 10th birthday, offers customers industry-leading support on whatever health and wellness journey they are presented with.

Holland & Barrett has been at the forefront of key sustainability initiatives which are not only good for its customers, but also the planet.

DID YOU KNOW? All store staff are qualified to advise, having been through a stringent industry-leading training programme

hollandandbarrett.com

Superbrands UK Vol.22

A market leader in future-thinking connected technology, Hoover is a trusted brand with consumer wellbeing at its core. It continues to integrate the latest practical advancements and style into an expansive portfolio of freestanding, built-in and floorcare appliances

Market Hoover is part of Haier, the number one worldwide group in Major Domestic Appliances (MDA) (Source: Euromonitor 2021). Haier commands more than 16% of the global market for household appliances. During the last five years the group has been the biggest manufacturer of home appliances. This year’s results included 12% European growth, 20% Haier brand growth and 16.2% global market share. In addition, a quarter of fridges and a quarter of washing machines sold were from the Haier, Hoover or Candy brands.

Product Hoover UK offers a full range of small and major domestic appliances, from floorcare products to large fridge freezers, both built-in and freestanding.

uk.superbrands.com

DID YOU KNOW? The term ‘hoover’ is a verb in the Oxford English Dictionary

The product portfolio spans small domestic appliances including vacuum cleaners (cordless and corded), cleaning (steam cleaners), air purifiers, freestanding and built-in laundry (washing machines, tumble dryers and washer dryers), cooking (ovens, sous vide systems, microwaves, hobs and hoods), and cooling appliances (fridge freezers, fridges and freezers as well as wine coolers).

A leader in smart technology, Hoover was the first domestic appliance manufacturer in the UK to launch a complete range of fully connected wifi appliances in 2015.

Achievements Hoover has obtained several noteworthy achievements in 2021. In March, when the NEL system launched, the brand showcased its commitment to energy efficiency – with more than 64 washing machine models across both the Hoover and Candy brands achieving the highest possible ‘A’ rating. Furthermore, in April Hoover’s new H-PURIFIER 700 air purifier achieved a prestigious Red Dot Award for Product Design after being appraised by a jury of approximately 40 members.

Hoover

Brand History 1908 Hoover is established in the US, with the invention of the first portable vacuum cleaner. 1926 Hoover becomes the first company to produce an electric upright vacuum. 1946 Hoover begins production of cylinder vacuum cleaners. 1948 The brand begins its expansion into other sectors, starting with the production of washing machines and then other large home appliances, for cleaning, cooking and refrigeration. 2008 The brand celebrates 100 years of manufacturing. 2015 Hoover becomes the first manufacturer in the UK to launch a range of fully connected wifi-enabled kitchen appliances. 2018 The brand launches its most innovative range of products yet; the AXI collection. 2019 Hoover announces a world-first with the H-KEEPHEAT, a domestic oven that can both cook and preserve food. 2020 Hoover celebrates the major milestone of selling more than one million freestanding appliances within a 12-month period for the first time ever. 2021 Hoover’s built-in division almost triples its market share in just 15 months.

In May 2021, the brand celebrated a major milestone for its built-in category. Hoover almost tripled its market share in just 15 months.

the collection includes more than 131 models across cooking, cooling, dishwashing as well as laundry categories.

Recent Developments

Hoover’s most recent success is the H-UPRIGHT 300 – a brand-new upright vacuum cleaner that weighs less than 5kg in use. Featuring enhanced 80-degree swivel steering, it also has a H13 HEPA filter which traps harmful particles to help relieve allergy symptoms. It is Hoover’s lightest-ever, steerable, upright vacuum.

Hoover is proud to have extended its continuing partnership with British cook and restaurateur, Simon Rimmer, as Hoover brand ambassador. This relationship is ongoing and has seen Simon feature in advertising activity and digital marketing campaigns. Hoover has also maintained its position as principal club sponsor of Rugby League powerhouse, Warrington Wolves. The sponsorship is still underway and includes branding rights throughout The Halliwell Jones Stadium, on kit and across the team’s digital platforms. Earlier this year, Hoover revealed its commercial major domestic appliance collection, curated specially for housebuilders and commercial developers. Comprising built-in and freestanding appliances,

Promotion The Haier brand launched in Ireland in 2020 and has achieved significant sales since. With ambitious growth plans for the territory, the company is looking to build on last year’s strong performance and double its Y1 result. Over the past two years Hoover has invested heavily in localised marketing activity, sponsoring prime-time TV shows including Dancing on Ice and This Morning Ireland as well as hosting an annual in-country trade show.

In March 2021, Hoover made a significant investment in a multi-channel marketing campaign featuring the brand’s ambassador, Simon Rimmer. This support for the COLLECTION 3 connected cooking range, put Hoover back on televisions across the country. The campaign ran for a 12-week period and aimed to drive sales of the built-in cooking range with a fully integrated ATL plan, including video on demand, digital and radio activity.

Brand Values Hoover strives to meet the needs of all customers, both retail and consumer, with core values built on performance, wellbeing and trust. Offering the latest connected technology through the innovative smart hOn app, Hoover believes in a healthy lifestyle and a better environment for all, building on a century of continuous research and development, while offering reliability and build quality that can be trusted.

hoover.co.uk

Superbrands UK Vol. 22

Investors in People’s purpose is simple. Make work better. Three words. Easy to understand, but not always easy to get right. Since 1991, it has been a force for making work better for more than 11 million people, with ambitions for further growth

Market For three decades Investors in People has strengthened positive bonds between businesses and their people, to enhance recruitment and retention, and increase value and output. Its purpose is ‘Make Work Better’, which it does for millions of people. As consumers attune to worker / workplace relationships, the demand for Investors in People’s help is growing – especially as the lines of home and office blur more in the Covid-19 era. With ethical consumption soaring, consumers increasingly demand more of organisations, just as they expect workplaces where societal, individual and business objectives align. Investors in People helps to make that achievable. Investors in People knows that it is people that create better outcomes and is unique in focusing on the entire organisation – not just leadership – because better organisations make better

uk.superbrands.com

DID YOU KNOW? Since 1991, more than 11 million people have worked in an Investors in People accredited organisation

When giving companies the tools to improve, it builds a picture and pathway based on meetings, comprehensive surveys, interviews and sharing of knowledge. In socially distanced times, Investors in People has quickly transitioned services to take advantage of online tools to continue giving customers what they need.

outcomes. Over the years, it has helped 11 million people at more than 50,000 organisations worldwide achieve better outcomes.

To help customers drive change programmes, Investors in People has invested heavily in a strong digital product portfolio to better deliver data, analysis, documentation creation as well as progress tracking.

Product In an age of uncertainty, growing competition and rising workplace stress and anxiety, people expect more from their employers, not just a job and a workplace. Investors in People has been working hard on expanding and diversifying its product offering by developing new solutions to further support and equip organisations of all shapes and sizes.

Furthermore, as Covid-19’s impact becomes more understood, Investors in People has new schemes and products in place to help companies tackle the emerging dynamic of the labour market amidst societal changes.

Achievements Investors in People is a benchmark for brand awareness within UK businesses: today more

Investors in People

Brand History 1990 The UK Department of Employment embarks on creating a national standard of best practice for employee training and development. 1 9 9 1 The first 28 Investors in People organisations are celebrated. 2008 An extended framework recognises different levels of success and progress, encouraging more routes for continuous improvement. 2015 The new Standard, a high-performance model exploring the full capability of an organisation and its people, is launched. 2017 Investors in People becomes a Community Interest Company, mandated to improve the working lives of people in all organisations and communities. 2019 Investors in People unveils ‘We invest in wellbeing’, helping organisations to manage and improve the social, physical and psychological wellbeing of their people. 2020 The pilot of ‘We invest in apprentices’, a product supporting organisations to better manage their support and investment in apprentices and skills programmes, is launched. 2021 Investors in People celebrates its 30th anniversary of making work better.

DID YOU KNOW? Investors in People believe a healthy workforce is an organisation’s most valuable commodity

than 1.5 million people work for an organisation accredited by Investors in People in 66 countries, and that is why it received the coveted Social Enterprise Mark for organisations improving both people and the planet. The social benefits that Investors in People helps to provide are threefold: happy people, competent leadership and more productive businesses. In 2021, Investors in People has been leading the focus on putting people first and building a better normal post Covid-19. To highlight success, the eponymous Investors in People Awards spotlight great work by successful companies who are growing better businesses:

the event itself is now a Gold Trusted awards programme and was shortlisted in numerous categories in the Awards Awards 2020 and won Bronze for the ‘Best Development of an Existing Award’.

Recent Developments As 2020 unfolded, Investors in People worked closely with its customers and partners to develop new products and tools as attention quickly turned to staff wellbeing in unprecedented times. The new ‘We invest in wellbeing’ accreditation uses the latest learnings in data-gathering and insight to springboard organisational efforts towards Physical, Psychological and Social Wellbeing. Furthermore, helping new generations of workers, the ‘We invest in apprentices’ programme assists companies closing the skills gap and investing in training. These complement other initiatives including targeted newsletters, knowledge sharing, advice, and the long-standing ‘We invest in people’ programmes and accreditation, which continue for customers as usual.

Promotion In 2022, Investors in People will partner with even more like-minded organisations, influencers, ambassadors and communities. It has a shared goal with partners throughout the UK, and worldwide, to change work for the better, which it believes is at the root of a more efficient, effective and prosperous society.

Brand Values Investors in People’s brand values underpin the success of the organisation’s purpose: those values are to be ambitious, driven, collaborative, empowered and always improving. As a community interest company, Investors in People’s vision is to ensure that every community prospers through investing in people. It helps companies put people first by turning organisations into communities, so individuals can fulfil their potential. In turn, companies maximise their collective potential to make positive societal change.

investorsinpeople.com

Superbrands UK Vol. 22

Legal and financial expertise, combined with a caring approach, has led over one million people to trust Irwin Mitchell to make a positive difference to their lives, their families or their business. Committed to being responsible and driven by inclusivity, it provides the human touch that matters

Market As one of the largest law firms in the UK, Irwin Mitchell’s reputation for expert legal advice and support with financial planning is bolstered by its commitment to being a leading responsible business. Never one to stand still, the company has evolved in the past year to ensure that its relationships with clients, colleagues and communities are stronger than ever before. Previously organised into three product-led divisions, Irwin Mitchell now operates with just two: Client Services and Commercial Growth. This flexible approach enables colleagues to work more efficiently to deliver its ambitious growth plans, centred around attracting new clients, adding value to existing ones, and offering exceptional service.

Its corporate lawyers and advisors work with senior executives, growing businesses, general counsels, sector leaders, and international companies to overcome challenges and achieve strategic goals. Irwin Mitchell is part of First Law International, a global network of over 80 law firms. This expertise is bolstered by a fast-growing financial planning and wealth management service with more than £1bn assets under management as well as Ascent, a debt recovery company which works with major financial institutions and organisations.

who named it as the third most active firm in the UK. While success for its clients is crucial, so is its belief in building a better and fairer society. Irwin Mitchell recently launched its responsible business strategy that focuses on inclusion and sustainability. This follows on from being named as one of the most inclusive employers in Britain by LGBTQ equality charity, Stonewall. Irwin Mitchell has big plans to make further strides in the near future. The Irwin Mitchell Charities Foundation has raised more than £2.8m for charitable organisations since 1997 and last winter launched an emergency project

Product As the leading personal injury and medical negligence practice in the UK, Irwin Michell helps thousands of families whose lives have been turned upside down by the unexpected. Supported by a national public law team and the UK’s leading Court of Protection practice, it offers hope during the hardest of times. Irwin Mitchell’s private client offering specialises in residential property, family, wills, tax, trusts and estate disputes. It protects high and ultra-high net worth individuals, including business owners and entrepreneurs, corporate executives, investors, and multi-generational families.

DID YOU KNOW? Irwin Mitchell has pledged to achieve Level 3 of Disability Confident by May 2023 and is encouraging other businesses to do the same uk.superbrands.com

Ian Treherne, The Blind Photographer

Achievements Irwin Mitchell is ranked number one for overall client service by the independent Legal 500 guide and is also in The Times’ list of the best 200 law firms in England and Wales. It’s officially a Great Place to Work, ranking number one in its sector. Irwin Mitchell has the largest online market share for personal injury and medical negligence, and the greatest share of voice in legal editorial coverage in the UK media. Its reputation as ‘a litigation powerhouse’ across all services is acknowledged by the Lawyer magazine,

to support 25 homeless charities and foodbanks who were struggling with the impact of Covid-19.

Recent Developments Irwin Mitchell has continued to grow in challenging times and has invested heavily in technology to modernise its approach. Its 3,000+ colleagues now have the option of working from home or in one of 15 offices across the UK, thanks to the introduction of its flexible-by-choice policy. This collaborative approach is also evident in its role as the Official Legal Partner of England Rugby.

Irwin Mitchell

Brand History 1 9 1 2 The company is founded in Sheffield. 1997 The Irwin Mitchell Charities Foundation is founded. 2005 IM Asset Management is launched. 2012 Irwin Mitchell becomes one of the first Alternative Business Structures (ABS) and the first multiple-licensed ABS. 2014 Irwin Mitchell merges with Berkeley Law, specialists in wealth advice for high net worth individuals in the UK and overseas. 2015 Irwin Mitchell merges with Thomas Eggar, significantly increasing its UK geographic coverage. 2019 It is named as the Official Legal Partner of England Rugby. 2020 All 15 offices are able to work remotely. 2021 Irwin Mitchell restructures to put the client at the heart of everything it does. The Human Touch campaign is launched, championing inclusivity.

Varsha, Irwin Mitchell client

It has supported the men’s team, championed the growth of the women’s game and worked innovatively to tackle the impact of the pandemic on grassroots rugby, through the Irwin Mitchell Mentoring Club. The programme, which is structured and development orientated, is aimed specifically at adults who support players aged 14-18. It also works closely with England Rugby’s in-house legal team and the community member clubs. Maintaining its brand presence has been key during the pandemic, which is why Irwin Mitchell changed its marketing strategy to focus primarily on digital activity. Its ‘protect what matters most’ campaign was critical to this, promoting all of its litigation services collectively for the first time. This led to 26 million views of its advertising, reaching just short of 20 million individuals. The campaign was highly commended by the Law Society Awards and has contributed to a further increase in brand awareness year-on-year.

Promotion Irwin Mitchell launched its new brand campaign, The Human Touch, in September 2021. This saw

a return to TV, video-on-demand, radio and podcast advertising. Using real clients, the campaign explores the emotional transitions people go through during their journey with Irwin Mitchell. Haley, a young girl with cerebral palsy as well as Varsha, who took

DID YOU KNOW? The soundtrack to the new advert, The Human Touch, was performed by an autistic blind pianist

her divorce case all the way to the Supreme Court, and Mike who sold his multimillion-pound business stateside, are just some of the stories featured. The adverts transition from their struggles to their successes by focusing on the human touch that mattered – but it’s what happened behind the camera that has to be seen to be believed.

Irwin Mitchell, working with creative agency Gyro, assembled what it considers to be the most inclusive production team ever, setting a new benchmark for the broadcast industry by focusing on accessibility during recruitment. A total of 60% of the crew, in senior roles, were differently abled people with hidden and visible disabilities, an approach which demonstrates the value that Irwin Mitchell places on becoming a more inclusive employer. The talented team included blind photographer Ian Treherne, who was mentored by Rankin, a make-up artist with lupus and partial hearing, an editor with PTSD as well as an amputee voiceover artist. This inclusive approach was captured by wheelchair user director, Owen Tooth. A behind-the-scenes film of the project can be viewed on YouTube.

Brand Values Irwin Mitchell is ‘the expert hand, with the human touch’. Its brand values are built on the support it offers individuals and businesses as they navigate life’s ups and downs.

irwinmitchell.co.uk

Superbrands UK Vol. 22

Jaguar has made dramatically beautiful luxury cars since 1935, driven by its passion to make life more extraordinary for its customers. Jaguar vehicles are a manifestation of passion with performance that cannot be measured, only felt. That’s why Jaguar calls it art

Market Jaguar’s heritage of elegant design and breathtaking performance has excited and delighted the world for over 80 years. Jaguar is proud of its role in the global and British economies – creating thousands of jobs while pursuing automotive excellence in the UK and around the world.

Product Since the first Jaguar was produced in 1935, the company has pushed the boundaries of what is possible, inspired by its founder, Sir William Lyons. He insisted that every Jaguar vehicle combined performance and beauty like no other. His uncompromising vision set new benchmarks that the brand still lives by. Today’s world-class Jaguar model range comprises the XE & XF saloons and XF Sportbrake, F-TYPE sports car, F-PACE performance SUV, E-PACE compact performance SUV and all-electric performance SUV, I-PACE. The Jaguar DNA is instantly recognisable across the range – there is an unmistakable purity of line that runs through all Jaguar models. Agile and powerful; sleek and seductive; confident and instinctive: all these qualities are reflected in the brand’s cars. From 2025, Jaguar will become a pure electric, modern luxury brand with a dramatically beautiful

new portfolio of emotionally engaging designs, pioneering next-generation technologies. The journey towards electrification is underway with a range of mild and plug-in hybrid and full-electric models currently available.

DID YOU KNOW? Jaguar has pledged that by 2025 all Jaguars will be electric

Achievements Jaguar is proud to lead the battery electric vehicle (BEV) market with its revolutionary I-PACE. Its critically acclaimed all-electric performance SUV has taken some of the industry’s most prestigious awards and leads the major expansion of the brand’s electrified models. In 2020, Jaguar introduced its first plug-in hybrid electric vehicle (PHEV) technology to its range, with new F-PACE and E-PACE models. Across the Jaguar Land Rover business, the reduction in its tailpipe CO2 emissions is being accelerated. In FY2020/21, a 15% improvement on emissions, compared to its FY2019/20 performance was achieved.

Jaguar’s decarbonisation progress also extends to its global manufacturing. Its facilities in the UK, Slovakia and Brazil are all 100% powered by renewable electricity and Jaguar generates more than 13 MW of solar electricity at its sites, globally. As Jaguar safeguards its future, it also celebrates its past. In 2021, Jaguar recognised the 60th anniversary of the unveiling of the Jaguar E-type, a launch story as rich as the car’s history that followed. In tribute to the original car’s success, the team at Jaguar Classic, who are dedicated to preserving and restoring the brand’s motoring heritage, created six limited edition ‘E-type 60 Collection’ matched pairs of restored E-types. Jaguar Classic also meticulously maintains and restores many legendary models from Jaguar’s past, and produces Continuation cars, made using contemporary techniques, of the E-type Lightweight, C-type, D-type and XKSS.

Recent Developments Set against a canvas of true sustainability, Jaguar has become a more agile creator of the world’s most desirable luxury vehicles and services for the most discerning of customers. Sustainability that delivers a new benchmark in environmental and societal impact for the luxury sector is at the heart of Jaguar and is shaping its exciting future. By the middle of the decade, Jaguar aims to have undergone a renaissance to emerge as a pure electric luxury brand with a dramatically beautiful new portfolio of emotionally engaging designs and pioneering next-generation technologies. By 2030, it’s anticipated that 100% of Jaguar vehicles will be electric and that Jaguar Land Rover will achieve net zero carbon emissions across its supply chain, products and operations by 2039. Today, Jaguar exists to make life extraordinary and strives to leave its customers feeling unique and rewarded by creating dramatically beautiful automotive experiences. This will continue to be the brand’s philosophy as it reimagines its future.

uk.superbrands.com

Jaguar

Brand History 1935 The first ever Jaguar car is produced. 1948 Designed in just a few months, the Jaguar XK120 becomes an icon. 1 9 5 1 The C-TYPE is launched, becoming the first car to use disc-brake technology. 1954 The D-TYPE, with its signature tail fin, is the first to use monocoque construction. 1960 The E-TYPE is born and becomes one of the most-loved examples of British car design. 1990 The Jaguar XJ220 becomes the world’s fastest production car. 1996 The XK8 introduces the first ever Jaguar V8. 2008 Jaguar Land Rover is founded as Tata Motors completes acquisition of the brands. 2013 Jaguar reveals F-TYPE, the spiritual successor to the iconic E-TYPE. 2016 The F-PACE becomes Jaguar’s first SUV. 2018 Jaguar reveals the world’s first all-electric SUV, I-PACE. 2020 Jaguar unveils the Vision Gran Turismo Coupé, the first all-electric virtual sports car.

Promotion Since 2015, Jaguar has been the proud official car partner of The Championships, Wimbledon. This year the brand celebrated that honoured tradition with a set of unmatched experiences, spanning everything from live pop-up screening events to Jaguar’s new knock-out digital tennis tournament. Among the activations carried out across Summer 2021, Jaguar marked the conclusion of National School Sport Week by bringing a taste of The Championships, Wimbledon 2021 to Malmesbury Primary school in Merton, London. Tennis star Kyle Edmund as well as TV presenter and author Frankie Bridge created a pop-up Centre Court experience to bring a taste of Wimbledon to Malmesbury Primary School’s Year 6 pupils. Meanwhile, Jaguar UK retailers donated tennis equipment to support their local schools, families and communities nationwide during National Schools Sport Week. This helped cement the longstanding partnership with an out-of-tournament community programme to build a tennis legacy.

DID YOU KNOW? Jaguar pioneered disc-break technology. Still the favourite braking system for cars today, the first Jaguar to use the revolutionary tech was the C-type in 1952

Other partnerships completed by Jaguar have included working with Everyman Cinemas and BFI’s, Women With a Movie Camera, to help support the creative arts. With Everyman, Jaguar has been shining the spotlight on movies that break away from the norm – and the individuals who bring them to life. Whether it’s a defiant female lead, a writer-director’s bold new vision or an illuminating documentary with a live Q&A, audiences were kept on the edge of their seats.

On International Women’s Day 2021, Jaguar was proud to announce its new partnership with BFI’s Woman with a Movie Camera. Celebrating women’s contribution to film and TV, both behind and in front of the camera, Jaguar is supporting the BFI’s ongoing programme with unmissable screenings and events in person at BFI Southbank and digitally on BFI platforms – including BFI Player and BFI YouTube, throughout 2021.

Brand Values Jaguar aims for the highest standards possible in the way it works and in the quality of its cars, products and services. Success is a result of building strong, mutually beneficial relationships with its colleagues, partners and customers, all over the world. Its values focus on Integrity, Understanding, Excellence, Unity and Responsibility. Retaining a deep commitment to its founding principles, Jaguar’s aim is to remain at the forefront of the luxury automotive industry for many years to come.

jaguar.co.uk

Superbrands UK Vol. 22

‘Bringing the excitement of a bet into the everyday for everyone.’ Ladbrokes is a brand at the heart of fan culture, backing the stories of the underdogs and uniting bettors to play together

Market

Product

A stadium filled with drummers, a giant balloon game, and a brand-new way to bet – Ladbrokes is a brand that is dominating the sports gaming industry. After joining forces with Coral in 2016, the two brands grew rapidly, becoming part of Entain in 2018, a leading global sports betting, gaming, and interactive entertainment operator. The Group is active in 27 countries and five continents and employs around 24,000 people worldwide. With thousands of betting shops, Ladbrokes is both a leader in online betting and gaming and one of the key players on the British high street.

In its 119-year history, Ladbrokes has done it all, from taking on the first female bookmaker in 1918, to helping pioneer fixed odds betting, inspiring gaming companies everywhere to shake up the game. Ladbrokes offers sports betting, horse racing, financial betting, poker, bingo and casino from a single login and centralised player bank. But it is Ladbrokes’ latest innovations that have shaken up the world of betting, with platforms like 5-A-Side – the first in market product allowing customers to place an accumulator-style bet on a single game. 5-A-Side lets the customer ‘be the boss’, selecting their formation and choosing their players to complete goals, assists and passes – a bit like in Fantasy League. Ladbrokes even added a feature of a real-time leaderboard, allowing customers to compete against one another to win significant rewards. 5-A-Side is the ultimate 90-minute, second-screen experience. Ladbrokes has also committed to the future of high street retail, investing heavily in what it calls its ‘shops of the future’, incorporating some of its latest technology to create an enhanced customer experience. The company is also spearheading technological advances, with plans to launch the first virtual reality sports club, giving customers a more immersive and interactive experience, in the UK later this year. Such innovations are powered by the industryleading technology of its parent company Entain, which has recruited more than 3,000 people into its tech team over the past 14 months.

Achievements Entain has put responsible gambling front and centre, with the Entain Foundation pledging to invest more than £100m over five years, across four areas of focus – including research and education, grassroots and non-elite sports, support in communities, and diversity in tech through partnerships with organisations such as Girls Who Code as well as the Tech Girls

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Movement foundation. The company’s Changing for the Bettor responsible gambling strategy has been recognised with several awards, including the Safer Gambling Operator of the Year accolade. At Euro 2020, Ladbrokes generated more national media coverage than all its rivals’ combined, with help from football ambassadors such as Sol Campbell and Teddy Sheringham. In addition, Ladbrokes’ TV ad was featured in Campaign’s Pick of the Week and Ad of the Day. The brand also made its mark on the music industry, with a live gig from The Subways. The event had more than 300,000 views on Facebook and Ladbrokes also lit up venues across the UK, in partnership with #WeMakeEvents, from Liverpool’s legendary Cavern Club to Barrowlands in Glasgow.

DID YOU KNOW? Ladbrokes ‘Shops of the Future’ are set to modernise high street betting

Ladbrokes

Brand History 1886 Mr Schwind and a Mr Pennington begin a horse training partnership at Ladbroke Hall in Worcestershire. 1902 The name Ladbrokes is first coined when Arthur Bendir joins the partnership. 1 9 1 8 Ladbrokes welcomes the first female bookmaker. 1956 The Stein family acquire Ladbrokes for £100,000. 1 9 6 1 Ladbrokes introduces its first shops to the high street. 1975 Ladbrokes steps in to save the Grand National from extinction, managing and sponsoring the race for several years, until it is back on a safer commercial footing. 1986 Ladbrokes introduces Satellite Information Systems into betting shops. 2003 Ladbrokes forms its own charitable trust, later renamed as Ladbrokes Coral Trust, raising over £10m in donations to date. 2013 The mobile sportsbook app is launched. 2016 Ladbrokes acquires Coral Group to form Ladbrokes Coral Group plc. 2018 Ladbrokes Coral becomes part of GVC Holdings, later renamed as Entain. 2020 Ladbrokes launches 5-A-Side as a brand-new way to bet.

Promotion Recent Developments At the Euros, Ladbrokes changed the game with a world-class film, partnering with renowned director, Sam Brown and drum producer, Mike Dolbear. Hundreds of drummers represented the beating hearts of players, in unison with the nation as a crucial penalty unfolds. The TV ad was supported by a best-in-class media plan, huge scale social, radio and mass out-of-home advertising with a 94% reach to its target audience. The success continued into the new football season with an out-of-home media campaign that saw Ladbrokes become the first brand to activate across each of Britain’s top 92 clubs, by delving into football culture with the words and chants that only die-hard fans can relate to. Ladbrokes aimed to make the same impact across its gaming platforms. The TV commercial

DID YOU KNOW? Ladbrokes was proud to be the first brand to talk to 92 clubs using geolocated OOH response was a citywide version of the well known game, Balloon Keepy-Uppy that has kept parties entertained for decades. It was a campaign that Ladbrokes continued online with the idea based around ‘We Play Together’ taking a singular play mentality and turning it into collective fun. This concept evolved into a new gaming proposition called ‘Megamode’, where customers play and win together.

In recent years, Ladbrokes has developed one of the most successful retention schemes in the industry through Big Things and Instant Wins. Players are offered prizes that fuel their love of gameplay in the casino as well as one-off experiences that can be enjoyed with their friends. Another popular choice is Ladbrokes’ Free-To-Play game, 1-2-FREE, which gives fans the chance to simply predict the scores of three matches for the chance to win prizes every week, while Football Accas remains at the heart of its football customer experience.

Brand Values Ladbrokes’ aim is to keep ‘bringing the excitement of a bet into the everyday for everyone’, being there for the players, supporters of the underdogs, as well as being advocates of innovation. It sets out to back the ambitions of Entain, re-defining the industry and putting it at the heart of mainstream entertainment. Ladbrokes is a brand of optimism, safety, innovation, and above all – entertainment.

ladbrokes.com

Superbrands UK Vol. 22

Liverpool FC is globally recognised and admired for its ongoing success and illustrious heritage. The Liverpool Way reflects how the Club has created one of the World’s Greatest Footballing Families, playing an attractive style of football on the pitch with a legion of loyal and dedicated supporters

Market Football is the most popular sport in the world (Source: GlobalWebIndex) and Liverpool FC is at its heart, operating on a global stage with fans in every corner of the globe. Recent wins in both the Premier League and the UEFA Champions League, the world’s biggest annual football competitions, have delighted the Club which is proud of both its men’s and women’s teams. As a socially responsible Club, Liverpool FC plays a proactive role in the community through its official charity, the LFC Foundation and its community team, Red Neighbours. The LFC Foundation aims to create life-changing opportunities for children and young people in Merseyside and beyond. In addition, the Red Neighbours programme creates events and experiences specifically aimed at improving the lives of those living in and around Anfield, where the Club is based in Liverpool. It also works closely with the local community to help alleviate food poverty, encourage physical activity, reduce social isolation for the elderly and create memorable experiences for young people.

Product Liverpool FC is one of the most popular teams in the world’s best loved sport and one of the Premier League’s ‘big six’. It has a huge global following of 1.1 billion global followers as well as a global TV audience of 764 million (Source: Nielsen), in addition to 314 official supporters’ clubs in 100 countries.

Achievements Founded in 1892, Liverpool FC is one of the world’s most decorated football clubs, having won 19 League Titles, seven FA Cups, eight League Cups, six European Cups, three UEFA Cups, four European Super Cups, 15 Charity Shields and the FIFA Club World Cup. In June 2020, Liverpool FC ended a 30-year wait to win the League again, becoming champions of the Premier League for the first time. The Kop is famous for being the ‘12th man’, roaring Liverpool FC on and has seen many

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DID YOU KNOW? In August 1964, Liverpool vs Arsenal was the first ever game shown on Match of the Day

memorable moments. It is one the loudest stands in football, making Anfield Stadium a feared ground for any opposition. Liverpool FC’s Women’s team are also highly successful and are one of the founding Clubs of the FA Women’s Super League. In 2013 and 2014, LFC Women won back-to-back league titles under manager Matt Beard, becoming the first English Club to offer all players professional contracts. LFC’s Women’s team have also qualified twice for the UEFA Women’s Champions League, playing games in Sweden and Italy. During a Covidhit season the team were relegated on points per game in 2019/20 and have recently re-appointed title winning manager Matt Beard with the aim of earning promotion back to the top flight of English women’s football. In the current season, the team sit second and are undefeated since the opening game of the season. The fans are very important to the Club and it has been widely recognised for its efforts to enhance the football fan’s experience. Pre-pandemic, in 2019, it won the Best Tour and Museum Experience at the

Get Your Guide Awards as well as the VisitEngland Accolade of Excellence in the ‘Welcome’ category. It also received three awards at the 2019 Women of the Future Awards as well as being recognised in the Football Business Awards. LFC’s retail store and shop-in-shop footprint currently spans more than 300 locations globally, across the north-west of England as well as in Ireland, Dubai, Indonesia, Malaysia, Singapore Thailand and Vietnam.

Recent Developments Anfield Stadium has seen the transformation of the Main Stand into one of the largest all-seater single stands in European football with approximately 8,500 seats being added. In addition, the Anfield Road Stand is being redeveloped, creating a further 7,000 seats, taking the overall capacity to more than 61,000. A ground-breaking ceremony took place in September 2021, signalling the official start of the works, which saw Jürgen Klopp put the first spade in the ground. The redevelopment is anticipated to be ready for the 2023/24 season and will include improved concourses and sports bar lounge hospitality facilities as well as the relocation of the Family Park to a covered position. The development of a new training ground in Kirkby, now known as the AXA Training Centre, officially opened its doors in November 2020. The £50m project sees the amalgamation of the first team and academy football training operations and facilities together on one site. The development not only provides first-class amenities for its players and staff, but it has also greatly improved sports facilities for the Kirkby community. During lockdown, Liverpool FC offered support for the community with the provision of food, helping to tackle social isolation, supporting key workers and volunteering for community service. It gave £320,000 to local foodbanks and delivered 52,000 free meals to the most vulnerable in the local community. In addition, 25,500 face masks were donated to local GP surgeries with colleagues from across the club providing 4,000 hours of volunteering.

Liverpool FC

Brand History 1892 Liverpool Football Club is formed. 1 9 0 1 Reds are crowned champions for the first time. 1964 Liverpool FC sports the infamous all-red kit for the first time. 197 7 The Reds conquer Rome to win the European Cup. 1990 The club clinches its 18th league title. 1994 Knowsley United WFC becomes linked with Liverpool FC and takes the name Liverpool Ladies FC. 2005 Liverpool FC wins its fifth European Cup. 2010 Liverpool FC is sold to NESV, later becoming known as Fenway Sports Group. 2013 Liverpool FC Ladies are established as the first fully professional women’s football team in the UK. 2019 Liverpool FC wins its sixth European Cup. 2020 Liverpool FC wins its 19th League title, winning the Premier League for the first time with seven matches remaining. 2021 The LFC Foundation works with more than 50,000 people and contributes a value of £23.41m to the Liverpool City Region.

Liverpool FC’s official charity, LFC Foundation, and its dedicated local community programme, Red Neighbours, offer continual support to the local communities across the Liverpool City Region and have made a huge impact. It has been working alongside research and technology company, Substance to measure this. It was estimated that the LFC Foundation has worked with more than 50,000 people and contributed a value of £23.41m to the Liverpool City Region in a 12-month period equating to a social return on investment of more than £15 for every £1 invested. In 2021, LFC Foundation’s Big Red Summer offered a schedule of activities to get young people and families active and enjoying the outdoors to improve physical and mental wellbeing. A wide range of sports were provided, including 10 free football camps alongside tournaments, 16 targeted inclusion events as well as 2,250 lunches and 100 afternoon teas, at its Community Hubs and other venues across Liverpool City Region.

Promotion Liverpool FC works with leading-edge commercial partners around the world providing unparalleled opportunities, due to the global recognition of the Liverpool FC brand. Its sponsorship partners include Standard Chartered, Nike, AXA and Expedia. Liverpool FC is the most visited Club website in world football (Source: SimilarWeb) it also generated 1.3 billion engagements on its social channels throughout the 20/21 season (Source: Blinkfire Analytics 2021). The Club regards its online presence as the new era in fan engagement and its digital estate now provides the best route to understanding fans and presenting them with the most relevant content, promotions, partner adverts and merchandise offers. The marketing technology behind this allows fans to sign in once and go anywhere, with their journeys and experiences being based on their behaviours and likes. The Club is also building a meaningful rewards programme that is based on how fans engage with the Club,

rather than requiring a spend in order to gain some benefits. Another element of the Club’s digital transformation is the official Club app that was introduced to connect with fans near and far, with the Digital Match Centre providing interactive and premium match day content. It was an immediate success, attracting one million unique users within its first four weeks.

Brand Values The Liverpool Way is a beacon that drives the way in which the Club conducts itself and is based on four core values: Ambition, knowing that dreams are achievable; Commitment, putting heart and soul into everything; Dignity, earning respect through honesty and integrity; Unity, working together and believing in each other’s ability and expertise. It is these values that allow Liverpool FC to define itself as the World’s Greatest Football Family.

liverpoolfc.com

Superbrands UK Vol.22

Marshalls is the UK’s leading supplier of sustainable concrete and natural stone products for the built environment, and has been supplying innovative products to the construction, home improvement and landscaping markets since the 1890s. Marshalls strives to create products that improve landscapes and create better environments to develop happier and healthier communities

Market A global leader in creating better spaces, Marshalls strives to improve environments for everyone, from integrated landscapes – promoting wellbeing – to spaces that are created using fairly traded stone. It also innovates with products that alleviate flood risks as well as protective landscape furniture. Working in the public sector in addition to domestic and commercial markets, Marshalls provides a 360-degree service – from planning and engineering, to guidance and delivery. Marshalls is committed to producing new products that better any existing market offering, and to make them from the best materials it can source.

Product Marshalls domestic customers range from garden designers and professional landscapers to DIY enthusiasts and driveway installers. Designed to inspire, Marshalls extensive product ranges combine quality, elegance and durability featuring both traditional and cutting-edge designs, with products to suit every taste and style. In the public sector and commercial market, Marshalls works with a diverse commercial customer base, including local authorities, architects, specifiers, contractors and house builders. Over the years,

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DID YOU KNOW? Over the years, Marshalls has paved every location on the London Monopoly board

Marshalls has paved every location on the London Monopoly board, including Trafalgar Square twice. Marshalls’ customers benefit from unrivalled technical expertise, manufacturing capability and an enviable product range. This includes superior natural stone, innovative concrete hard landscaping products, water management solutions, rail products, landscape furniture and protection products as well as natural stone cladding and facades.

particularly regarding human rights and the environment where it continues to lead the sector. Striving to be innovative, Marshalls responds to market challenges and opportunities and leads the way in its sector. Marshalls has remained a signatory of the United Nations Global Compact since its acceptance in 2009 and in 2021, it was recognised as a European Climate Leader by the Financial Times. It is committed to aligning operations and strategies with the 10 universally accepted principles in the areas of human rights, labour, the environment and anti-corruption. Marshalls has also retained the Fair Tax Mark for more than seven years in recognition of the business’ commitment to transparent tax processes and it is also recognised as a Living Wage Employer. Since 2008, it has reduced its carbon footprint by 50%.

Achievements

Recent Developments

Marshalls was the first organisation globally to achieve BRE Ethical Labour Sourcing Standard 6002 in 2017 and has maintained verification each year. It continues to focus upon being a sustainable, successful, profitable business whilst fully engaging in challenging ESG issues,

At the start of 2021, Marshalls launched a number of new commercial divisions, including Bricks and Masonry, combining years of expertise from within the business and from its acquisitions. A £30m investment programme is also underway to enhance the customer offer, including an increase

Marshalls

Brand History 1890 Solomon Marshall begins quarrying in Halifax, and in 1904 establishes Marshall and Sons Ltd. 1947 A second production site opens manufacturing lintels, steps and fence posts. 1964 Marshalls becomes a plc, with shares quoted on the London Stock Exchange. 1972 New product development sees the introduction of block paving and ‘Beany Block’. 2 0 1 1 A European venture is announced, Marshalls NV. 2012 Marshalls becomes an official supplier to the London 2012 Olympic Park. 2014 Accreditation by the Living Wage Foundation is achieved. 2017 Marshalls acquires precast concrete manufacturer, CPM. 2019 The Fair Tax Mark is awarded to Marshalls for a fifth year. 2020 The ‘digital by default’ strategy is put in place. 2021 Marshalls invests more than £30m in British manufacturing and digital transformation.

in manufacturing capacity and innovation as well as an acceleration of digital and sustainability initiatives.

due diligence. Marshalls remains a Bright Future partner and offers work placements and jobs to victims of modern slavery in the UK.

Marshalls’ approach to addressing issues of modern slavery both in the UK and overseas is industry leading. Going way beyond the statutory requirements the organisation is proactive in freely sharing its resources with other businesses in the UK, engaging with the UK Government to enhance the delivery and reach of modern slavery training, working with UN agencies to develop and implement new approaches to addressing slavery in fragile contexts. It continues to be an active member the ILO Child Labour Platform opening up new and powerful dialogues between CEOs and survivors of child labour. Marshalls also continues to work globally with the Social Responsibility Alliance, providing free open-source risk assessments which remove any financial barriers preventing businesses of all sizes undertaking human rights

Promotion Marshalls is in the midst of a digital transformation, combining digital trading, digital marketing and digital business, all of which is focused on the customer experience. This strategy places the customer at the core and seeks to create an integrated experience across all platforms. In 2021 the company launched its first ever Virtual Sample service, using AR technology as a more sustainable and instant alternative to physical paving samples. Marshalls’ strategic direction is ‘digital by default’, which seeks to define digital as intrinsically a core part of the company’s culture. Marshalls continues to lead the way in thought leadership. Content centres operate around

a show and tell model where the business seeks to inspire others by sharing best practice. Through ethical sourcing, landscape protection and intelligent design, Marshalls understands the benefits of sharing ideas and ways of working with others, even those it competes with.

Brand Values Marshalls’ people understand and operate in The Marshalls Way; doing the right things, for the right reasons, in the right way. This echoes across all corners of the business and through thought leadership, promotion and relationships. The business also seeks to encourage others to operate in the same way. Marshalls’ aim is to be the supplier of choice for every landscape architect, contractor, installer and consumer. The brand also strives to remain synonymous with quality, innovation and superior customer service.

marshalls.co.uk

Superbrands UK Vol. 22

Olympia London opened its doors in 1886 and has been hosting a wide variety of events ever since. Established as a London cultural and architectural landmark, it is one of London’s busiest venues, welcoming over a million visitors and contributing £1bn to the economy each year

Market

top five global event businesses in the Sustainable Development Awards, organised by The Global Association of the Exhibition Industry. One of the venue’s greatest achievements is having sent zero waste to landfill for well over a decade.

The industry suffered greatly during the pandemic and is now rebuilding itself after a long period of closure. The events sector contributed £70bn to the UK economy before the pandemic – £11bn from exhibitions alone.

Recent Developments

The UK has a variety of large, high quality venues, each with its own character and offering a unique experience. Olympia London is one of the key players in the industry due to being one of the most established venues, along with its worldclass offering and location.

Product Olympia London offers large capacity event spaces that are ideal for a variety of exhibitions, music gigs, sporting events, tradeshows and corporate events. Some are household names that delight the public. Some help fuel key industries and the UK economy. Showcasing unrivalled heritage, its Victorian, Grade II listed buildings offer more than just event spaces. They come with 135 years of expertise in running events with skilled teams eager to help event organisers put on inspiring shows with a warm welcome. Located in London’s Kensington, the venue is well connected by train and tube stations as well as being only 25 minutes from Heathrow airport. Olympia London constantly strives to host ever more sustainable events and operate responsibly to help reduce its impact on the planet and support the local community.

Achievements Olympia London holds a strong link to the capital’s history. It has survived two world wars and seismic political changes whilst hosting long-standing events with household names throughout. Its elegant Victorian arches have also seen personalities such as Vivienne Westwood hold her first catwalk show plus performances by Jimi Hendrix and Pink Floyd.

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Over the years, the venue has been recognised with an array of accolades from being awarded Best Use of Social Media in the UK events industry

DID YOU KNOW? The art fairs at Olympia London attract a plethora of celebrities from Beyoncé and Jay Z to Harry Styles

to recognition with the Gold Green Tourism Awards. The venue was shortlisted at the Business Green Leaders Sustainability Awards and was among the

In 2019, planning approval was granted for a £1bn investment plan to transform and elevate Olympia London’s world-class offering as it becomes part of a 14-acre cultural visitor destination, conceptualised by designer Thomas Heatherwick and SPPARC studio. Development work is well underway as Olympia London continues to host events. The transformation is expected to create 5,400 new jobs locally once it is completed in 2024. The original architecture of the exhibition spaces is being protected and the new destination will offer exciting features and 2.5 acres of new public spaces. Four keystone tenants have already signed up: Hyatt hotels will manage a luxury lifestyle hotel with 196 rooms and suites which will be connected to a new restaurant. A boutique hotel run by citizenM will feature 145 rooms as well as a unique citizenM Living Room. A 4,400-capacity, state-of-the-art live music venue will be run by leading global music and live entertainment company, AEG Presents. Trafalgar Entertainment will run a state-of-the-art theatre with a 1,575-seat auditorium.

Promotion Olympia London’s brand was launched eight years ago after separating from its neighbouring venue, Earls Court. It has since grown exponentially, which drives a growing and highly engaged social media audience. The brand also thrives from a variety of consumer multi-channel campaigns that celebrate the vast range of inspiring events that the venue hosts and of course from the amazing brands that organise events with, or exhibit at, Olympia London. The brand also drives a variety of industry

Olympia London

Brand History 1886 On Boxing Day, Olympia London opens its doors to the public with the Paris Hippodrome Circus. 1888 The First Great Horse Show takes place. 1908 Olympia London hosts the first Ideal Home Show, which is still held at the venue today. 1 9 1 9 The Cycle and Motor Cycle Show is held at Olympia London. 1955 Olympia London hosts the first Boat Show. 1958 Olympia London hosts the first computer exhibition, the British Electronic Computer Exhibition, in Olympia National. 1967 Jimi Hendrix, The Animals and a young Pink Floyd play Olympia London. 1986 Artist Grayson Perry visits his first art fair at Olympia London. 1992 The Smash Hits Awards are hosted at the venue. 2013 Following a multi-million-pound revamp and separation from Earls Court, the business is rebranded as Olympia London. 2019 A £1bn project to transform Olympia London into a destination for events, culture and business is approved by Hammersmith & Fulham Council. 2020 The events industry is forced into prolonged closure due to the pandemic. 2021 Olympia London reopens for its first event in July and continues to announce a variety of events as the industry comes back to life.

initiatives including the pledge to become net zero, and sponsoring the ‘EN 30 under 30 awards’ that celebrate up and coming talent.

Brand Values

For more than a decade, Olympia London has sent 0% waste to landﬁll with 98% recycled and 2% converted into renewable energy. It also continues to focus on local food sourcing and reducing food waste.

Reﬂecting its values of care, commitment, passion, trust and respect, Olympia London holds sustainability at the core of its world-class offering, which includes grassroots initiatives championing environment, community and education.

Engaging with the local community and supporting local charities are also results of its values. For example, Olympia London offered its venue to Hammersmith & Fulham

Foodbank during the pandemic as a food distribution centre. It also offered to host a Covid-19 testing centre. The ‘home of inspirational events’ has created lifelong memories for many millions of people. Building towards a solid vision for the next century, Olympia London continues to inspire and delight with its rich heritage and a bright future.

olympia.london

Superbrands UK Vol. 22

This year, P&O Ferries is bravely sailing the very turbulent waters of international travel with the launch of the ‘To the sea’ brand platform, building the ships of the future and constantly reinventing its services and offering

DID YOU KNOW?

Market P&O is a leading pan-European ferry and logistics group at the heart of Europe’s economy and a part of DP World, the leading provider of smart logistics solutions and enabler of the flow of trade across the globe. P&O Ferries is a major provider of freight transport and passenger travel services, sailing on eight major routes between Britain, France, Northern Ireland, the Republic of Ireland, Holland and Belgium. P&O Ferries works closely with its logistics business, P&O Ferrymasters, which operates integrated road and rail links to countries across the continent including Italy, Poland, Germany, Spain and Romania as well as facilitating the onward movement of goods to Europe from Asian countries via the Silk Road. Facing ever-increasing competition from low-cost airlines and in an unprecedented pandemic, affecting all forms of travel around the world, P&O Ferries has not just maintained its market leadership but remains one of the most loved travel brands in the UK.

P&O was so well known a writer adopted it as his pen name in 1859 Despite competing with bigger marketing budgets from airlines and global travel operators, P&O Ferries remains the sixth most popular travel and amusement brand in the UK, according to the latest YouGov data, achieving higher scores than all other Ferry operators and big industry players such as Expedia and On the beach.

Product There are a variety of routes, ships, and travel experiences available within the P&O Ferries offering, underpinning the brand’s vision of what travel should feel like and mean for its customers.

There are options for every kind of travel and traveller, from a 90-minute Dover to Calais crossing or a quick trip across the Irish Sea from Cairnryan to Larne to the overnight routes, either to the Netherlands from Hull, where customers can book an upgraded cabin and travel across the North Sea in comfort and style, or from Liverpool to Dublin taking customers into the heart of Ireland. 2021 has been a busy year for the P&O Ferries product team. The all-inclusive club lounge was a huge success, giving passengers even more options to enjoy their Dover to Calais crossing with all food and drink included in the price. They also worked on revising and updating the Hull to Rotterdam entertainment offer and giving passengers access, for the first time, to the World Duty Free store onboard across all tourist ships, helping make ferries an unforgettable experience for both new and returning customers.

F ER RY TALES

poferries.com

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P&O Ferries

Brand History 1837 The ‘Peninsular Steam Navigation Company’ is founded.

ADVENTURE AWAITS OVER THE HORIZON

1840s ‘Peninsular & Oriental’ (P&O) is awarded the Royal Charter for mail delivery to British India. 1850s P&O Ferries operates the largest steamship in the world, the Himalaya. 1887 P&O Ferries celebrates the Jubilee by launching its largest and grandest steamers at 6,000 tons each. 1904 P&O offers its first pleasure cruise. 1924 The brand is the largest shipping company in the world. 1964 P&O Ferrymasters is born. 2000 P&O Cruises becomes an independent company. 2012 P&O Ferries launches its latest ship, Spirit of France, sister to the Spirit of Britain, creating the biggest and most luxurious service on the Channel. 2018 P&O Ferries announces plans to increase capacity on the ZeebruggeTeesport route by almost 25% in order to create a gateway to Scotland via the north-eastern port.

FERRIES

2019 DP World acquires P&O Ferries and World Duty Free is welcomed onboard, offering a range of premium products from world leading brands.

poferries.com

Looking to new additions for 2022, the team is developing a Food Market offer for the Dover to Calais route, based on extensive customer research that showed that customers wanted a ‘grab and go’ option as opposed to a serviced proposition. 2022 will also see the launch of a ‘never seen before on a ferry’ dog lounge for four-legged friends to enjoy their crossing in comfort and style.

DID YOU KNOW? The ocean stirs the heart, inspires the imagination and brings eternal joy to the soul* *Robert Wylan

Achievements With most awards from 2021 postponed, P&O Ferries proudly holds the most recently awarded accolades. At the last Globe Travel Awards, the company was voted Best Ferry Company for the 13th year in a row.

Recent Developments Throughout the different stages of easing of lockdown restrictions, P&O Ferries has continued championing safety and peace of mind through its safety charter as well as onboard safety measures that have been constantly updated and refined in line with government guidelines. The brand has also been building its new ships dubbed ‘Super Ferries’. The new ferries will have

a double-ended design and hybrid technology with the ability to go emission-free in the future. The experience is being completely redesigned, from smart technology throughout to cater to the needs of tomorrow’s passengers, breathtaking panoramic views and comfier than ever spaces for families, drivers, crew and even four-legged friends.

Promotion In February, P&O Ferries made the nation dream with ‘A calling’, an online film capturing the nation’s longing to travel and escape to the sea once restrictions were lifted. ‘To the sea’ was finally launched in August as travel demand started to pick up, including a 60 second film, OOH, digital and

social in the UK. The campaign was supported by the premiere of ‘Ferry Tales’, a content series following the adventures of real-life P&O travellers aimed to inspire all kinds of customers, from surfers to cyclists, food enthusiasts to art lovers. All of this was supported by an impressive range of influencers.

Brand Values Travelling on a P&O ferry gives customers the freedom to create their kind of trip, bring along any kind of vehicle, all their friends, family and even their pet – all with no baggage restrictions – enabling customers to do more and visit more places whether it’s on the path well-trodden or off the beaten track. It is a way of travel reminiscent of times when going on a trip was more of an adventure and the journey was as important as the destination. P&O Ferries believes in a different kind of travel and is ready to help shape the way we travel tomorrow.

poferries.com

Superbrands UK Vol. 22

As the world’s fastest growing airline, with one of the youngest fleets of ultramodern aircraft in the sky, Qatar Airways is among the global aviation industry’s biggest success stories

Market Part of the Qatar Airways Group of businesses, the airline has risen to the many challenges resulting from the ongoing Covid-19 pandemic over the course of the last 20 months. With the international travel industry one of the sectors hardest hit by the crisis, Qatar Airways has experienced extensive loss of traffic and revenues as part of a pattern seen across the global aviation industry. Despite these difficulties, Qatar Airways has continued to successfully rebuild its global network to more than 140 destinations in line with the re-opening of international travel and is the largest airline to have flown consistently through the pandemic, with its network never falling below 33 destinations. It is this strength, resilience and commitment which saw the national carrier of the State of Qatar named as the largest international carrier in the world between April and July 2020 by the International Air Transport Association (IATA) – with the airline accounting for 17.8% of global international passenger traffic in April 2020.

Product As an industry leader, Qatar Airways continues to push the boundaries of innovation and excellence in everything it does. From its award-winning Qsuite Business Class product, to one of the most spacious and comfortable Economy Class cabins in the industry, the Qatar Airways on-board experience is at the heart of the airline’s world-class service. Qatar Airways’ foresight on the future of aviation, and early strategic investment in sustainable aircraft, saw it become one of the few global airlines to continue taking delivery of aircraft in 2020/21. With more than 205 aircraft in service, and a further 200 on order, its diverse, modern and fuel-efficient fleet is one of its greatest assets, enabling

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DID YOU KNOW? Qatar Airways is the Official Airline Partner of the 2022 FIFA World Cup™

Qatar Airways to balance its commercial needs with its responsibilities to maintain an environmentally sustainable fleet at all times.

Achievements As the largest global airline to have flown consistently throughout the pandemic, Qatar Airways has continued its enviable record of winning awards in recent months, earning the prestigious Skytrax Airline of the Year as well as five additional accolades, at the World Airline Awards for a record-breaking sixth time in September 2021. This is in addition to the airline’s home and hub, Hamad International Airport (HIA), recently

being recognised as the Best Airport in the World 2021 by Skytrax in the World Airport Awards 2021. Qatar Airways’ achievements are not just limited to accolades and awards. Over the course of the last 20 months, the airline has not only consolidated its position of leadership in the recovery of the global aviation and travel sector. It has also played a significant role in the worldwide fight against Covid-19. By working closely with governments, civil aviation authorities and companies around the world, the airline continued to keep its passengers moving, operating more than 500 repatriation charters and taking home more than three million stranded passengers worldwide in 2020/21. This is in addition to its air freight division, Qatar Airways Cargo, transporting over 500,000 tonnes of medical equipment, PPE and aid around the world, as well as more than 20 million doses of Covid-19 vaccines to over 25 countries.

Qatar Airways

Brand History 1994 Qatar Airways commences operations as a small regional carrier, serving a handful of routes. 1997 Qatar Airways is re-launched. 2006 Qatar Airways reaches the milestone of having 50 aircraft. 2014

Hamad International Airport commences operations at a cost of US $15.5bn, with an initial capacity of 30 million passengers per year.

2015 Qatar Airways is named Airline of the Year at the annual Skytrax World Airline Awards for a third time. 2018 Qatar Airways becomes the launch customer of the A350-1000 aircraft. 2019 Qatar Airways is named Airline of the Year at the annual Skytrax World Airline Awards for the fifth time. 2021

However, it was Qatar Airways efforts in implementing the most robust and stringent safety and biosecurity in existence within the global aviation industry, which saw the airline being named as the first global airline in the world to achieve the prestigious 5-Star Covid-19 Airline Safety Rating by Skytrax. This was in addition to HIA becoming the first airport in the Middle East and Asia to be awarded the 5-Star Covid-19 Airport Safety Rating.

Recent Developments Despite some of the most challenging market conditions ever experienced in the history of global aviation, Qatar Airways has remained focused on its programme of network recovery, launching a total of 10 new destinations between 2020 and 2021, with many more planned over the coming months. This is in addition to the resumption of operations to a host of countries. The airline has also expanded its strategic cooperation with several existing partners, such as Alaska Airline, American Airlines, Cathay Pacific, Iberia, JetBlue, LATAM, Oman Air and RwandAir, to maintain seamless connectivity for its passengers throughout the pandemic and beyond.

Promotion As an airline that is world-renowned for its five-star reputation, Qatar Airways continues to redefine its award-winning customer experience by introducing innovative new products and services year-on-year. Its hugely successful loyalty programme – Qatar Airways Privilege Club – also offers an ever-growing range of enhanced rewards and exclusive benefits to members and with one of the most generous and flexible booking policies in existence, the airline is committed to increasing customer confidence at every turn. In 2020/21 alone, Qatar Airways honoured over 600,000 passenger refunds in excess of US $1.65bn, and also gave away 100,000 complimentary return tickets to healthcare workers and 21,000 to teachers around the world, placing its customers at the forefront of the airline’s commercial priorities during the unpredictable Covid-19 climate.

Qatar Airways becomes the first global airline to be awarded a Skytrax 5-Star Covid-19 Airline Safety Rating. It is also named as Skytrax Airline of the Year as well as receiving five additional accolades, at the World Airline Awards for a record-breaking sixth time.

extensive global sports partnership portfolio that includes football-governing bodies such as FIFA, and premier football clubs, including Paris St. Germain. The airline recently sponsored the 2021 CONCACAF Gold Cup and UEFA Euro 2020™. As FIFA’s Official Partner, Qatar Airways continues to sponsor a range of sporting megaevents such as the 2019 and 2020 editions of the FIFA Club World Cup™.

Brand Values The Qatar Airways brand is built around the central guiding principle of ‘Excellence in everything we do’, something which has enabled the airline to grow, rebound and strengthen over the course of recent years. Under the leadership of H.E. Akbar Al Baker, the GCEO of Qatar Airways, the airline has seen a strategic shift away from the previous perceptions of Qatar Airways as a purely premium and luxury brand, with customers now closely associating the carrier with other core values in the areas of sustainability, safety and reliability.

As the Official Airline Sponsor of the FIFA World Cup Qatar 2022™, Qatar Airways also has an

qatarairways.com

Superbrands UK Vol. 22

The postal service is a key part of the UK’s infrastructure and Royal Mail is in the unique position of reaching every household in the UK with a work force that stretches across the length and breadth of the country

Market The UK Parcels Market is the most competitive in Europe and one of the most competitive in the world, with 15 carriers of scale competing for the billions of items sent within the UK each year. In this dynamic market Royal Mail remains the UK’s pre-eminent delivery company with a majority market share maintained by offering the best combination of quality, service attributes and price. It handles more than 9.5 billion letters and 1.7 billion parcels each year. Through its various brands, it connects businesses of all sizes throughout the length and breadth of the British Isles and can deliver to every address in the UK each day.

Product Whether Royal Mail customers have an item that is urgent, requires proof of delivery on arrival or simply want a reliable service, Royal Mail has a wide range of delivery services to suit every need. Ranging from the one-price-goesanywhere Universal Service stamped products; to guaranteed next day services; to advertising mail; to parcel collections and deliveries for some of the nation’s largest retailers and businesses. Customers are also able to send items to more than 230 countries and territories worldwide through Royal Mail’s global network of postal partners. Furthermore, with 10,500 Post Office branches, 1,200 Royal Mail Customer Service Points, a national network of more than 100,000 postboxes and parcel postboxes, and parcel collection available from any address, Royal Mail has a convenient and accessible network.

Achievements Royal Mail is one of the oldest brands in the UK, with an illustrious history dating back to 1516. Over its 500-year history it has changed and adapted to meet the needs of an ever-changing world. A recent innovation was when Royal Mail became the first UK parcel carrier to use a drone to deliver a parcel, when a package was delivered to a remote lighthouse on the Isle of Mull. Royal Mail has continued to innovate in this space with further drone deliveries in The Scilly Isles and between islands in the Orkney Islands.

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Recent Developments Royal Mail is investing in its future, focusing on customer service improvements, digital initiatives, network enhancements to support the considerable growth in the market, and new ways of working to deliver an even better service to all its customers. Recent years have seen the launch of new services to offer greater convenience and flexibility

for receiving customers too, such as inflight delivery options, an app to help consumers manage the sending and receiving of items from their phone, the collection of items from a consumer’s home and the introduction of the first UK parcel postboxes. This year, Royal Mail has added Sunday deliveries for selected customers and label free parcel collections for consumers.

Royal Mail

Brand History 1 5 1 6 Henry VIII knights Brian Tuke, the first Master of the Posts. 1635 The postal service is opened up to the general public by Charles I. 1784 The name Royal Mail is given to the service. 1840 The world’s first adhesive postal stamp, the Penny Black, is launched. 1853 Postboxes are introduced to the British mainland. 1959 Postcodes are introduced, allowing mail to be sorted by machine. 1968 First and Second Class letter services are introduced, a world first. 2015 The online postage solution, Click & Drop, is launched. 2019 The UK’s first-ever parcel postboxes are installed. 2020 Royal Mail launches ‘Parcel Collect’ a pick-up service from consumers at home. 2021 Royal Mail adds unique barcodes to stamps, improving the experience of its customers.

DID YOU KNOW? In 2021 a delivery office in Bristol became the first to have an all-electric delivery vehicle fleet

also continued to invest in its app; bringing personalised tracking, capability to send all items from one place and arranging for a postie to collect items – so that customers never need to go out, and never need to stay in. Reassuring customers that, whatever your circumstances, with Royal Mail, you’re in good hands.

DID YOU KNOW? The Midlands Parcel Hub will be able to process one million items a day and will have its own rail terminal

Brand Values Promotion With the events of the last 18 months, the need for business customers and consumers to access Royal Mail’s services quickly and conveniently has never been more important. Royal Mail has invested in its same day deliveries, announcing a partnership with Pharmacy2U in 2021 to deliver medication and healthcare products on the same day. It has

Royal Mail has great people, trusted to deliver. The delivery of parcels and letters is a way of keeping the country together and businesses operating, even in the most challenging of times. Throughout the pandemic Royal Mail has supported the testing programme, delivering Covid-19 test kits to and from households, care homes, priority postboxes and regional test centres, seven days a week. Royal Mail always has its eye on the future

and that is especially so with the environmental challenges that the world faces. It is already the UK’s greenest option for letter and parcel delivery – offering the lowest reported emissions per parcel of any major UK delivery company. Its 85,000 posties walk nearly a billion steps a day, passing by up to 31 million addresses six days a week.

royalmail.com

Superbrands UK Vol. 22

RWE has reinvigorated its business and is now a leading supplier of renewables worldwide, with wind farms, solar power and battery storage facilities in many countries for clean, reliable and affordable electricity and a sustainable future, culminating in climate neutrality by 2040

Achievements RWE has embarked upon a new beginning by means of the biggest transformation of the company since it was founded more than 120 years ago. RWE has transformed itself from a German electricity generation company that operated nuclear and hard-coal-fired power stations into a global leader in renewable energy. RWE has onshore and offshore wind farms, photovoltaic plants and battery storage systems that have a capacity of roughly nine gigawatts at their disposal. RWE is driving the expansion of renewables in more than 20 countries on five continents. From 2020 to 2022, RWE Renewables intends to invest €5bn net in renewables and to expand its renewables portfolio to 13 gigawatts of net capacity.

Recent Developments

Market One of the most crucial challenges of our time is to meet the increasing demand for electricity while simultaneously protecting the climate. Such an endeavour is dependent upon a global energy transition that is based on renewable energy sources. RWE believes that renewable energies, storage technologies and hydrogen are the waves of the future. In conjunction with flexible generation and customer solutions, they constitute RWE’s core business. Today, RWE is one of the world’s leading companies in the field of renewable energies.

Product Large offshore and onshore wind farms as well as solar energy serve as the foundations of RWE’s climate-friendly electricity production in many

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countries. They are complemented by storage technologies, flexible generation and various hydrogen-related activities. In addition to Germany, RWE is focused on the EU, UK and US markets. RWE also intends to develop selected Asian markets in cooperation with partners. RWE’s commitment to green electricity and, in the future, green hydrogen makes it a strong partner with respect to the decarbonisation of industry. RWE also boasts a highly efficient gas fleet and an international energy trading business. In parallel, RWE is responsibly phasing out nuclear energy and coal. Approximately 20,000 RWE employees worldwide are actively involved in shaping the energy transition. The goal is clear, RWE will be carbon-neutral by 2040.

RWE is driving innovation. With numerous projects across all stages of the value chain, it is working towards making innovation a reality. RWE is well on its way to becoming a major player in the hydrogen age. It currently has more than 30 hydrogen projects in Germany, the Netherlands and the UK. Furthermore, in cooperation with renowned partners, RWE is venturing into completely new regions with floating offshore wind power. This technology is becoming increasingly important, especially in countries with steeply sloping coasts, such as Japan and the USA.

Promotion RWE has undergone a fundamental transformation and is fully energised for a sustainable future. The brand identity illustrates the transformation

DID YOU KNOW? In the 1970s, RWE researched and tested alternatives like solar power, electric cars and heat pumps

RWE

Brand History 1898 RWE is founded. 1 9 1 4 Lignite is found to be the key to affordable electricity. 1928 RWE builds the first supraregional high-voltage line. 1950 s Electricity is used to power economic growth. 1970 s The supply of electricity is secured with the use of nuclear power. 1976 RWE researches, develops and tests renewable energies. 2016 innogy SE is founded and an IPO takes place. 2019 A transaction with E.ON takes place and the new RWE becomes one of the world’s leading producers of electricity generated from renewable energies.

of the company into one of the world’s leading producers of electricity generated from renewable energies. As a result, the brand is inextricably interlinked to its strategic realignment and goal. The transformation campaign is focused on the target group of business and financial decisionmakers in the core markets of Germany, the UK, the Netherlands and Belgium. That target group is addressed in an attention-grabbing and innovative way via data targeting and relevant touchpoints. The motifs build a bridge from the old to the new RWE. Through the use of fresh headlines and moving images within a renewable environment, RWE is able to turn headwinds into tailwinds.

Brand Values The purpose of RWE is ‘our energy for a sustainable life’ and its goal is to be climate-neutral by 2040. RWE is acutely aware of its corporate responsibility and takes a comprehensive approach. In the pursuit of its goal, it has set ambitious targets for itself with regards to all activities that cause greenhouse gas emissions. In addition, it has broadened its climate protection targets to include all Group activities and aims to make RWE’s overall environmental footprint even more sustainable. RWE is committed to initiatives such as the UN Global Compact, which promotes corporate sustainability, and the UN Sustainable Development Goals, which aim to achieve a fairer and more sustainable future. RWE’s activities as an employer in the areas of diversity, inclusion and health management have received several awards and have enabled it to set standards for sustainable action and to help shape the energy world of tomorrow.

rwe.com

Superbrands UK Vol. 22

By offering luxury, innovation and choice, Sandals and Beaches Resorts have been at the forefront of the Caribbean all-inclusive travel sector for 40 years. In an industry brimming with new contenders, the combined knowledge and experience of Sandals’ management team and resort staff has maintained its market-leading position

Market Along the white-sand shores of Jamaica 40 years ago, a visionary with a passion to share his beautiful home with the world introduced the Luxury Included® holiday. Sandals Resorts sets itself apart by steering away from off-the-shelf all-inclusive package holidays, placing an emphasis on personal choice, and offering customers more for the price of their holiday. Sandals Resorts’ holidays include cuisine at multiple 5-Star Global Gourmet™ speciality restaurants at each resort, unlimited premium brand alcoholic and nonalcoholic drinks, gratuities, and on-island airport transfers, as well as complimentary land and water sports such as golf and scuba diving for PADI certified divers. There are 16 Sandals Resorts created exclusively for ‘two people in love’ located in Jamaica, Saint Lucia, Antigua, the Bahamas, Grenada, Barbados and Curaçao (opening Spring 2022). Its sister brand, Beaches Resorts, comprises three resorts in Jamaica and Turks & Caicos, catering for families, groups and couples.

Product Sandals Resorts International has been an innovator in the luxury all-inclusive market for the last four decades, starting with introducing the first swim up pool bars in the Caribbean in 1984 and being the first resort Company in the region to provide hairdryers in guest bedrooms in 1987. More recently, the Company launched the Caribbean’s first Over the Water Maldivian-style suites in Jamaica at Sandals Royal Caribbean Resort & Private Island in 2016, with more Over the Water additions at resorts in Jamaica and St Lucia thereafter. In 2019, Sandals Resorts completed a multimillion-dollar renovation of the Company’s flagship resort, Sandals Montego Bay, including refurbished suites, a new Over the Water bar, and an Over the Water wedding chapel with a glass-bottomed aisle. Extensive renovations also took place at Sandals South Coast in Jamaica, with the addition of the world’s first-ever Swim-up Rondoval™ Suites and re-design of the Dutch Village, including Sandals first-ever luxury level rooms with beachfront views.

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DID YOU KNOW? There are up to 16 restaurants per Sandals Resort and up to 21 eateries at each Beaches Resort, all unlimited and included in the price of a holiday

In 2021, plans were shared to open three new resorts in Jamaica, Sandals Dunn’s River, Sandals Royal Dunn’s River and Beaches Runaway Bay. Drawing inspiration from the local flora, rivers and natural landscapes, these all-new resorts will feature innovative designs including Sandals’ Signature Firsts in Jamaica. More recently, Sandals announced renovations in the Bahamas and the Company’s first venture into Curaçao, Sandals Royal Curaçao, set to open in Spring 2022. Sandals Royal Curaçao, will have more all-inclusive luxury options than ever before including two new signature suite categories, the Awa Seaside Butler Bungalows and Kurason

Island Poolside Butler Bungalows complete with complimentary convertible MINI Coopers to explore the island. The resort will also be home to Sandals’ first two-level infinity pool and first-ever floating restaurant and bar. Sandals Resorts announced even more multimillion-dollar renovations to Sandals Royal Bahamian Spa Resort & Offshore Island, in Nassau including new beachfront swim-up suites, a reimagined exclusive offshore island, the Coconut Grove beach lounge, 13 exciting dining options from French delicacies to Caribbean dishes and three new food trucks. The newly renovated resort is set to start welcoming guests from January 2022.

Achievements Sandals Resorts International was awarded 12 gongs at the prestigious 2021 World Travel Awards including the Caribbean’s Leading Hotel Brand, the Caribbean’s Leading All-Inclusive Family Resort, for Beaches Turks & Caicos Resort Villages & Spa and the Caribbean’s Leading All-Inclusive Resort for Sandals Royal Barbados. In honour of the brand’s 40th anniversary, Sandals Resorts announced several projects including The Gordon ‘Butch’ Stewart International School of Hospitality and Tourism. The school will be based in Jamaica and will develop the next generation of international tourism and hospitality leaders. Sandals Resorts, together with the Sandals Foundation, is identifying 40 projects that best showcase the link between tourism and its power to transform Caribbean communities and improve lives, as part of the ‘40 for 40’ charity initiative. Plus, the introduction of Sandals’ first-ever podcast, the ‘Sandals PalmCast’ gives listeners the inside scoop on all the latest happenings across the resorts to help celebrate the Company’s 40-year milestone. Sandals Resorts’ philanthropic arm, The Sandals Foundation, celebrated its 12th anniversary in 2021. The organisation aims to unite the region with one common goal: to elevate its people and protect its delicate ecosystem under the pillars of community, education, and the environment.

Sandals Resorts

Brand History 1 9 8 1 Sandals Montego Bay, the flagship resort, opens with Sandals Inn in Montego Bay launching four years later. 1986 Sandals Royal Caribbean opens becoming the only resort in Jamaica with a private island. Three years later, Sandals Ochi makes its debut in ‘Butch’ Stewart’s hometown. 1 9 9 1- The launch of Sandals Grande Antigua 1996 is followed by resorts in Saint Lucia and the Bahamas. 1997 Sandals introduces its first family resort in Jamaica, as Beaches Negril opens its doors. Beaches Turks & Caicos opens in Providenciales, becoming the second family resort. 2002- A further four resorts are opened 2008 spanning Saint Lucia and Jamaica. 2009 The Sandals Foundation is established. 2010 Sandals Emerald Bay, Great Exuma, Bahamas opens. 2013 Sandals LaSource Grenada opens, and Sandals Barbados is acquired. Two years later, Sandals Barbados opens following an extensive renovation project.

The Sandals Foundation has implemented projects and programmes valued at more than USD $70m which has touched the lives of more than one million people to date. Sandals Resorts is the only hotel chain in the world to have nine resorts holding Master Certification from EarthCheck, the leading scientific benchmarking certification and advisory group for sustainability in travel and tourism. Five resorts hold Platinum, one holds Gold and two hold Silver EarthCheck Certifications. The Company also recently launched a Biodiesel Conversion Centre project in St Lucia, turning vegetable oil from the resort kitchens into fuel for diving boats.

Recent Developments In 2021, 66 new wellness themed suites, two new freshwater pools and two healthy eateries, Heart & Sol and The Greenhouse, were added at Sandals Royal Barbados. Sandals Royal Caribbean Resort & Private Island introduced 48 new Crystal Lagoon swim-up suites and suites featuring balcony Tranquility Soaking Tubs™. In 2020, the Sandals Platinum Protocol of Cleanliness was born, setting the blueprint for hygiene and cleaning practices across the Caribbean hospitality landscape at the start of the pandemic. The enhanced measures include a triple check, 18-touchpoint system using hospital

grade disinfectants to ensure complete peace of mind whilst holidaying with Sandals. The Holiday Assurance programme was launched shortly after, including a replacement stay and complimentary testing, if required.

Promotion Sandals’ marketing activity is upweighted around the group’s key selling periods and uses a broad mix of media including TV, print, digital and out of home advertising, with the primary objective of acquiring new customers. The brand’s loyal repeat guests are rewarded through the Sandals Select Rewards Programme, giving the most valuable customers access to a wide selection of offers – from room upgrades to free nights. In keeping with the Company’s desire to support local, Sandals became the proud official sponsor of the West Indies cricket team in 1995. Looking forward, Sandals Resorts will focus on growth in Europe, particularly in France, Germany, Italy and the Netherlands. To achieve this, the Company’s online offering is being optimised to create an improved user experience and direct booking engines for these markets.

Brand Values Sandals Resorts was created by the late, Gordon ‘Butch’ Stewart, who was a Jamaican-born entrepreneur and wanted to share the beauty of the Caribbean with the world through luxury holidays,

2016 Sandals opens its first ever, dedicated high street retail experience, Sandals Luxury Travel Store, in Chelsea, London, and launches the first Maldivian-style Over the Water suites. 2017 Sandals Royal Barbados opens. 2018 Sandals launches a tour operation in the UK. 2020 Beaches Resorts announces a new destination, the island of St Vincent. Sandals Resorts announces its first resort in Curaçao, Sandals Royal Curaçao, home to many Sandals’ Signature Firsts. 2021 Three new resorts were announced in Jamaica, Sandals Dunn’s River, Sandals Royal Dunn’s River and Beaches Runaway Bay.

designed for couples in love. The Sandals Resorts brand was born in 1981 alongside the opening of the first resort, Sandals Montego Bay, in Jamaica. Celebrating Sandals Resorts’ 40th anniversary, the brand is now a household name and a world leader in the travel sector, thanks to the Company’s focus on innovation, service, and highquality product.

sandals.co.uk

Superbrands UK Vol. 22

Savills plc is a global real estate services provider with more than 600 offices and associates throughout the Americas, the UK, continental Europe, Asia-Pacific, Africa and the Middle East. Its 38,000-strong workforce combines entrepreneurial spirit and a deep understanding of specialist property sectors with high standards of client care

Market

Recent Developments

Savills has an international network of more than 600 offices and associates across the UK, continental Europe, Asia-Pacific, Africa, the Middle East and the Americas. With 132 strategically located offices throughout the country, Savills has a substantial national footprint and is the largest multi-service property advisory business in the UK, providing more sector specialisms than any of its competitors across the commercial, residential, rural and energy sectors.

Savills is always seeking to identify opportunities that will strengthen the business for the future, through acquisitions, organic growth and strategic staff hires. The Group acquired T3 Advisors, a leading Real Estate advisor in the Life Science and Technology sectors in North America and further strengthened its market leading position in Spain by acquiring a property management business from Knight Frank.

and working together with its clients, suppliers and local communities towards delivering a more sustainable future. In 2020, Savills took a significant step forward, committing to deliver net-zero carbon emissions by 2030 as a UK business. In response to the increased public interest in cutting carbon emissions, the proposed green-led recovery post Covid-19 and the clear need for action on climate change, environmental

Product During its 166-year history, Savills has grown from a family firm of chartered surveyors into an international property services group. Servicing all aspects of the residential, rural and commercial property markets, the firm continues to adapt its offer to cater for a diverse and evolving client base.

Achievements Earlier this year, Savills was named The Times Graduate Employer of Choice for Property for the 15th consecutive year, a position that it has held since the category’s inception in 2007. The firm also climbed the Top 100 Graduate Employers list by 19 places to 66th, achieving its best ranking to date, after placing 85th last year. Savills also won an award for Best Content Marketing at the Property Marketing Awards for its Re:Imagining Retail#2 campaign, an in-depth look at Retail repurposing and Sustainable repurposing, in a sector that has faced considerable challengers recently. Towards the end of 2020, the firm won a number of accolades including, Global Real Estate Adviser of the Year at the EG awards for the second time in three years. Furthermore, the Operational Capital Markets Division was named Agency Team of the Year for an unprecedented third year in a row at The Student Accommodation Awards. The division also achieved the title of Alternatives Team of the Year at the Property Awards and Residential Consultancy of the Year at the Resi Awards.

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Over the year, Savills has continued to embed and build on its Environmental, Social and Governance strategy as a business. Its strategy maps out its journey towards nine of the 17 United Nations Sustainable Development Goals (SDGs) to which Savills has aligned itself. The firm recognises the need for urgent action in addressing the climate crisis and rapidly transitioning to a greener, safer and more resilient economy. It is committed to continually improving the impacts that its operations have on the environment, managing the climate-related risks

protection and social wellbeing, Savills Earth was launched. This brings together the expertise of more than 80 specialists to support and advise clients on their sustainability, energy and carbon strategies.

Promotion Savills research capability stretches across continents and all sectors of real estate, providing clear and useful market knowledge, which adds value to its clients’ interests. Savills not only presents information on the major markets but also adds original insights,

Savills

The 20 most resilient global cities Hybrid working Retail evolution: experience, convenience or both? Shifting attitudes in residential real estate Solar energy Why workplaces are adopting a more sustainable ethos

Impacts

Brand History 1855 Savill & Son is founded by Alfred Savill. Issue 04. 2021

THE FUTURE OF GLOBAL R E A L E S TAT E

1972 The firm is rebranded as Savills and moves to Mayfair. 1988 Savills is listed on the London Stock Exchange and begins trading as a plc. 1997 A 20% share of Savills is sold to First Pacific Davies – one of Asia’s foremost property companies – and the subsidiary is rebranded FPDSavills. 2000 Savills plc is listed in the FTSE 250 and acquires First Pacific Davies in April. 2004 To coincide with the company’s 150th anniversary in 2005, the decision is made to drop ‘FPD’ from FPDSavills. The rebrand brings all the subsidiaries back under the Savills umbrella.

How changing cities

2012 In the UK, Savills prepares its separate residential and commercial limited operating companies for a formal merger and begins trading simply as Savills the following year.

are shaping

how we work

and live our lives

2014 Savills announces its biggest ever acquisition of US firm Studley at £154m. 2015 Savills completes its largest ever UK acquisition, the merger of Smiths Gore. 2017 Savills confirms the completion of its acquisition of Aguirre Newman S.A., the leading independent Spanish and Portuguese real estate advisory firm.

Global investment in 2022 How cities are tackling the risks of climate change Transition to a human workplace Pioneers in clean tech The role of real estate in offsetting carbon emissions The towns and cities attracting life science investment What we can learn from previous economic downturns

DID YOU KNOW? The UK retail business has repurposed 28m sq ft of shopping centres and stores for alternative usage from residential to life sciences

identifying new emerging sectors and providing bespoke client advice. Acknowledged thought-leaders in many areas of real estate, Savills communicates its research findings in published and bespoke reports, via social media, TV and radio, conferences and seminars. This provides an enhanced service for its clients and also raises the company’s profile.

Brand Values Savills remains focused on supporting the delivery of a best-in-class client service through a motivated, engaged and diverse workforce. Its people are its greatest asset and as such, the firm strives to ensure that Savills is not only a wonderful place to work, but fosters a safe and fair environment that is equal, inclusive and accessible for all. At Savills, supporting its people to enable them to be the best version of themselves is at the heart of the business. It strives to create an inclusive environment, accepting of every individual’s differences and enabling all employees to achieve their full potential. Savills embraces diversity and provides a platform and supportive environment for everyone to be the best they can be. Savills also understands the value that helping others can bring to the personal happiness and wellbeing of all as well as improving Savills professional competencies and soft skills. The firm is committed to supporting the communities

2018 James Sparrow is appointed CEO UK & EMEA and Richard Rees is appointed UK MD. 2019 Mark Ridley, former Deputy Group CEO, succeeds Jeremy Helsby, as Savills Group CEO. 2020 In Germany, Savills announces the proposed acquisition of property and facilities management firms, OMEGA Immobilien Management GmbH and OMEGA Immobilien Service, supplementing the company’s strong UK and European property management network. 2021 Savills announces acquisition of US Life Science and Technology specialist T3 Advisors.

where its employees live and work. It does this through corporate donations, pro-bono support and through its staff volunteering for their charities, schools, community groups, hospices and hospitals. In 2020, Savills gave over £1.5m to charity benefitting more than 40 charities across the UK.

savills.co.uk

Superbrands UK Vol.22

Selco Builders Warehouse is the UK’s fastest growing builders’ merchant and supplier of choice for the jobbing builder. With ambitious plans to increase market share in the Repair, Maintenance and Improvement (RMI) sector, Selco is committed to a sustainable operating future and continues to go from strength to strength

Market The UK builders merchant industry in general has faced a mixed period over the last 12 months. While sector performance has largely remained resilient, there have been testing periods as a result of – most notably – Brexit and, of course, the pandemic. Selco, however, has been able to continue the strong progression it has seen over the last decade and has established itself as a true jewel in the crown of parent company Grafton Group. A combination of bolstering its online and digital offering, continued branch network expansion and constantly evolving its services has ensured that Selco has continually enhanced its position in the market and posted impressive turnover and profit results.

Product With a customer base comprising professional tradespeople and businesses, Selco’s primary aim is to serve the RMI and home renovation

market. As such, each of its branches has in excess of 15,000 recognised trade products – all available at trade prices. From timber to decking and bathrooms to power tools, Selco has every base covered both in branch and through its extensive digital offering, including Click & Deliver, Click & Collect and the recently launched Dial & Deliver. Additional services available to assist tradespeople with their day-to-day work include sheet-cutting, brick-matching, paint-matching and project lists. Selco also recognises the increasing importance of supplying renewable and sustainable products, such as FSC-certified timber and other environmentally friendly materials.

Achievements Selco’s strong performance over the last 12 months was recognised at the most prestigious awards ceremony within its industry. At the delayed 2020 Builders Merchants Awards, held in May

of this year, Selco won the National Builders Merchant of the Year (51+ branches) accolade. Selco did in fact complete an awards double this year by also being named as the UK’s Leading Supplier of Building Materials at the BUILD Magazine Design & Build Awards.

DID YOU KNOW? Selco is planting nearly 100,000 trees at a ‘Selco Forest’ near Jedburgh in the Scottish Borders

Recent Developments Maintaining a safe and comfortable environment for customers and colleagues during the pandemic and accelerating the journey to a sustainable operational future have been major priorities for Selco over the last 18 months. Selco’s response to the coronavirus outbreak was firmly focused on the safety of its customers and colleagues alike. While the business would have been allowed to continue trading as an essential service under government guidelines, Selco took the tough but necessary decision to close all branches and halt operations for six weeks in March 2020. Putting health and safety above all else, a comprehensive Covid-secure plan was put into operation, with the process of reopening beginning in early May. This approach has ensured that Selco has been perfectly placed to deal with the ever-growing demand from tradespeople throughout the pandemic. Running parallel to Selco’s pandemic response has been a commitment to accelerate the company’s sustainability programme across five key areas – customer and product, people, resources, community and ethics.

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Selco Builders Warehouse

Brand History 1895 Selco’s history begins with Sewell & Co (Timber) Ltd, a small family business operating a modest timber mill and caravan fit-out business in Birmingham. 1938 The company develops itself into a builders’ merchant. 1982 The company changes its name to Selco and establishes a business model exclusively for the professional tradesperson. 1990 Selco opens its first branch outside of the Midlands in Swansea. 1998 Merchanting and DIY group, Grafton Group (Plc), purchase Selco. 2002 After continued expansion across the Midlands and south-west, Selco opens its first branch in Walthamstow, London. 2006 The north-west becomes Selco’s latest home with branches opening in Manchester. 2021 After a sustained period of expansion, Selco opens in Liverpool to take its branch network up to 70.

The effect Selco’s operations are having on the environment has been on the agenda for a number of years with important strides forward already made, from fitting LED lighting across the entire estate to beginning the overhaul of the transport system to alternative fuel vehicles. A new strategy was launched in 2021, with this year’s flagship programme being the planting of nearly 100,000 trees at a ‘Selco Forest’ on land near Jedburgh in the Scottish Borders. During the lifecycle of the trees, the carbon generated will offset almost two years’ worth of customer deliveries. During 2021, Selco also took the size of its branch network to 70 with the opening of a new branch in Liverpool. The ‘customer first’ pledge, for which Selco is renowned, has been further enhanced with the introduction of another new transactional method. Following on from Click & Collect and Click & Deliver, Selco now offers Dial & Deliver, a centralised phone service providing additional support to branches during busy times and ensuring tradespeople receive their products and materials as quickly and effectively as possible.

Fresh from opening the first ever dedicated customer delivery hub in the UK builders merchant industry in Edmonton in 2019, Selco has launched an identical hub in Birmingham, serving deliveries to its branches in the second city.

DID YOU KNOW? Selco sells over 13,000 SKUs from more than 300 different suppliers

to a relevant audience in excess of 85,000, have played increasingly influential roles. As part of a general brand awareness exercise, Selco has also embarked on a hugely successful partnership with the Professional Darts Corporation, propelling the brand to the homes of millions through the power of one of the most popular sports in the country. Selco is also an official partner of the Rugby League World Cup 2021 to be staged in England next year after coronavirus-enforced delays.

Brand Values Promotion With Selco’s primary target audience being the professional tradesperson, there is a male-slant towards its communications strategy. Promotion through channels which attract a largely male audience, such as radio stations including talkSPORT as well as trade websites and publications, ensures Selco’s key messaging is reaching the desired market. This is supported through PR and local activities, while digital advertising and social media promotion,

Selco’s entire ethos is based around delivering opportunities to fulfil potential, whether that be for the business itself, customers or colleagues. The objective of Selco is to provide a platform for tradespeople to secure all their requirements for their day’s work under one roof in the quickest, most efficient and accessible way possible, thus making their individual businesses as successful as possible. At the same time, colleagues are encouraged to maximise their talents by taking advantage of the endless career opportunities on offer as the business continues to grow.

selcobw.com

Superbrands UK Vol. 22

Shred-it is one of the UK’s leading information security companies. It provides advice on confidential information protection and secure destruction and recycling services to organisations of all sizes in the private, public and third sectors. With more than 4,500 team members and operating a fleet of over 2,500 trucks globally, the Shred-it focus is to protect what matters

Market Shred-it is one of the UK’s leading information security companies operating in a worldwide market. Spending on information security products and services has continued even during a world pandemic as security compliance and risk management continue to be a critical part of the business landscape. Key drivers for this focus in the market are numerous but include an increased focus on detection and response capabilities as awareness of security risks and data breaches grows; privacy concerns and stricter regulation such as the EU’s GDPR around data loss prevention; and business digital transformation initiatives that reinforce the need to view sensitive data and related systems as critical infrastructure.

Product Since its founding in 1988, Shred-it has become one of the world’s leading information destruction companies, with more than 4,500 team members

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and a fleet of more than 2,500 trucks globally. Shred-it’s fundamental brand proposition is focused on protection. It does this through its team of information protection experts whose one goal is to help organisations comply with stringent privacy laws, legislation practices and procedures via certified state-of-the-art information security products and industry-compliant regulated services. This ensures that people, customers, businesses and brands as well as the environment are protected by Shred-it. Shred-it’s protection solutions and services, which include secure document destruction, media destruction, branded goods and uniforms destruction as well as recycling services, meet the daily or ongoing needs of today’s organisations in the private, public and third sectors. It safely disposes of unwanted or outdated confidential information across all major sectors from local and central government, healthcare, retail, legal,

engineering, property, education, to police forces, banks and financial institutions. After paper has been securely shredded, the confetti-sized pieces are mixed with millions of pieces of other shredded documents, baled and recycled into paper products.

Achievements Shred-it specialises in providing a tailored information destruction service that helps businesses to comply with legislation and ensures that customer, employee and confidential business information is protected at all times. Shred-it provides a consistent service based on its unique security measures and has a standard Data Processing Agreement (DPA) which sets out the basis on which the company provides its services and, where relevant, processes data on behalf of a customer. The technical and organisational security measures that are applied when dealing with confidential information are explained in detail in its Security Information policy

Shred-it

Brand History 1988 Greg Brophy founds Shred-it. 1993 Shred-it grows and expands overseas. It also launches a manufacturing division. 2002 Further expansion takes place, with state-of-the-art records management and storage facilities. 2014 Shred-it merges with Cintas Document Shredding, operating under the Shred-it brand. 2015 Shred-it is acquired by Stericycle and becomes a wholly owned subsidiary. 2019 Cindy J. Miller is appointed as Stericycle’s president and chief executive officer. 2021 Shred-it operates throughout 14 countries worldwide, servicing more than 500,000 global, national and local businesses.

document. Shred-it’s accolades include: ISO 9001, ISO 14001, EN 15713, NAID member, Waste Carrier’s Licence (UK), British Security Industry Association Certificate, Fleet Operator Recognition Scheme and it is recognised by the ICO.

Recent Developments In 2014, Shred-it merged with Cintas Document Shredding to create a new company that operates under the Shred-it brand. In 2015, Shred-it was acquired by Stericycle and is now a wholly-owned subsidiary of Stericycle, a global business-tobusiness services company, serving more than 500,000 customers around the world. As an integrated company operating for more than 30 years, Shred-it’s focus is to continue developing, delivering and improving solutions to meet the ongoing needs of a diverse customer base, while helping them manage their confidential information and aid compliance with stringent data privacy laws to protect what matters.

DID YOU KNOW? Lost business represents the largest share of data breach costs (38%) at an average total cost of £1.2m* *2021 Cost of a Data Breach report

Promotion In an increasingly commoditised market, Shred-it has sought a clear point of differentiation in recent years to distinguish its offering from rivals. Following market research of its extensive worldwide customer base, Shred-it identified a number of key insights which led to the brand’s positioning around the ‘We protect what matters’ strapline. Shred-it protects people, it protects customers, it protects brands

and reputations and it protects the environment. This has enabled the brand to create a message with a clearer focus around the core idea of protection – the brand’s red thread and its very reason for existence. This core message is transferable across markets, sectors and channels.

Brand Values Shred-it has a one team, one goal motto with a customer first approach, to ensure the safeguarding, understanding and managing of confidential information. In addition, Shred-it’s values around excellence in service provision, depth of experience and sector knowledge, accountability and integrity, together with sustainability and continuous improvement, underpin its leading market position. The values deliver peace of mind and help organisations stay in control through being Shred-it protected. They are encapsulated in the brand’s strapline ‘We protect what matters’.

shredit.co.uk

Superbrands UK Vol. 22

Silentnight is the UK’s most trusted sleep brand, backed by 75 years of sleep expertise. With a wide consumer profile, Silentnight’s mission is to use its passion, product knowledge, exceptional quality and sleep expertise to provide sleep solutions for a nation of unique sleepers

Market Silentnight is the UK’s favourite bed and mattress manufacturer (Source: GfK data) and remains well known, with strong brand recall and consideration from consumers, in particular the brand’s iconic Hippo & Duck characters.

Product Silentnight is synonymous with quality and innovation. Founded in 1946 in North Yorkshire, the multichannel business is celebrated as the UK’s most trusted sleep brand (Source: Brand Health check survey, Vision One, August 2019). Committed to working to the highest quality standards for its customers, all its mattresses and upholstered beds are handmade in its UK factory and rigorously tested in its in-house SATRA-approved testing lab. Over the years, Silentnight has developed a strong core product offering to cater for its mainstream, ‘salt of the earth’ shoppers. Underpinned by a wealth of research, insight and accolades, products include a wide selection of beds, mattresses and complimentary accessories – resulting in a full sleep solution. By broadening the wider sleep category, Silentnight prides itself on helping people ‘change how they sleep for the better’. The breadth of range includes eco-friendly mattresses for ‘planet savers’, award-winning rolled mattresses for ‘convenience seekers’, its kids and baby ranges for ‘little sleepy heads’ and even pet beds for ‘four-legged friends’. By thinking ‘sleepers before springs’ the brand offers a benefit led best-in-class, customised solution, further enabling Silentnight to increase added value for its customers.

Achievements Silentnight leads the UK bed market in developing sleep solutions that minimise the impact on the environment, over the last four years Silentnight has reduced its carbon emissions within the business by 49%. It has achieved this through a number of initiatives including sourcing 70% of raw materials close to its Lancashire headquarters, using 100% renewable electricity and cutting one million kilos

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of carbon in five years through reduced fuel consumption strategies. Silentnight has become the first and only sleep brand to commit to The Climate Pledge. A commitment to being net zero carbon by 2040 at the latest – 10 years ahead of The Paris Agreement. In 2021, Silentnight has committed to offset more carbon than it produces and will become a ‘Carbon Neutral +’ organisation. This will provide a wider environmental benefit beyond its measured footprint and benefit sustainability projects in the UK and worldwide. In addition to this, Silentnight remains the brand sponsor for leading charitable organisations such as the Marine Conservation Society.

Recent Developments In a nation of 60 million sleepers, Silentnight knows that one size doesn’t fit all, which is why

it is committed to delivering market-leading new product innovation, in its drive to give consumers the best sleep experience possible. In 2021, Silentnight will be expanding its award-winning rolled mattress collection, Studio by Silentnight, targeted at the style-conscious, convenienceseeking sleeper, with a new premium hybrid mattress. The portfolio expands further with a new Diamond Deluxe mattress, to celebrate the brand’s 75th anniversary.

Promotion Operating in a dynamic, omni-channel marketplace, Silentnight continues to offer strong promotions via its retail partners. Supporting POS and engaging digital content reaffirms Silentnight’s flagship presence nationwide. Through Silentnight’s own retail stores and leading revamped e-commerce

Silentnight

Brand History 1946 In North Yorkshire, Tom and Joan Clarke form Clarke’s Mattresses Limited, later opening their first shop due to huge demand. 1 9 5 1 Clarke’s Mattresses changes its name to Silentnight Limited. 1986 The iconic Hippo and Duck are introduced in support of the ‘Ultimate Spring System’, later renamed Miracoil® Spring System. 2003 Silentnight begins production of children’s beds and mattresses. 2008 mattress-now® – the first Silentnight ‘convenience’ rolled mattress is launched. 2013 The Geltex® collection is introduced to industry acclaim. 2016 Silentnight celebrates its 70th anniversary and launches Studio by Silentnight. 2018 Sustainability becomes a prime focus with the launch of an eco-friendly range. 2019 Silentnight continues to inspire a nation of unique sleepers, named as the UK’s most trusted sleep brand. 2020 Silentnight launches a new hybrid range of Studio mattresses, to complement its award-winning rolled mattress range. 2021 Silentnight celebrates its 75th anniversary and launches nationwide campaign ‘Wake Up’ encouraging consumers to put compromise to bed, with sleep solutions perfect for their sleep needs.

platform, the ‘UK’s most trusted sleep brand’ aims to be a destination brand for experience, establishing itself as a centre of excellence across all touchpoints. The successful evolution of Silentnight’s digital platforms has further established brand trust and engagement. Using data-driven consumer insight, the brand continues to promote compelling content, remaining relevant by offering a fullservice, personalised solution when it comes to sleep, products and advice. The brand’s growing presence on social media has created an ongoing conversation with its audience. Competitions, PR activity and brand advocacy via influencer partnerships has also enabled the brand to realise its mission to ‘change how people

DID YOU KNOW? Seven out of 10 people are sleeping on the wrong mattress

sleep for the better’. Positive consumer sentiment and strong customer reviews remain fundamental to increasing Silentnight’s equity and engagement.

Brand Values

Silentnight believes everyone, everywhere should get the best out of bedtime and its mission, therefore, is to provide a range of sleep solutions for a nation of ‘unique sleepers’. To ensure Silentnight remains the trusted authority on sleep, it invests in continuous research into sleeping habits, biometric analysis and building the latest scientific developments and technical innovations into its products, all with the goal of changing how people sleep, for the better. Silentnight’s proven expertise, is further supported through collaborations with industry leading third parties, including university Knowledge Transfer Partnerships and a long-standing partnership with UCLAN to develop evidence-based products and marketing.

People and sleep come in many forms and too many people are compromising on their sleep.

silentnight.co.uk

Superbrands UK Vol. 22

Sophos is a worldwide leader in next-generation cybersecurity, protecting more than 500,000 organisations and millions of consumers in more than 150 countries from today’s most advanced cyberthreats, including ransomware

Market

with Sophos Managed Threat Response (MTR), a fully-managed threat hunting, detection and response service that provides a dedicated 24/7 security team to rapidly identify and neutralise sophisticated and complex threats.

Global businesses experienced a necessary shift to remote working at the start of the pandemic, and IT professionals played a pivotal role in enabling remote and hybrid working environments. Among other things, they enabled educational institutions to move to online learning, retailers to switch to online transactions, and healthcare organisations to deliver digital services and care under incredibly tough circumstances. IT teams also ensured public entities could continue to provide essential services.

Sophos Intercept X with XDR, Sophos MTR and other pillar products – including Sophos Firewall and Sophos Cloud Security – share threat intelligence in real time for a coordinated and automated response to threats as part of the Sophos adaptive cybersecurity ecosystem, a new open security architecture for protection. Built on a cloud-based data lake with the industry’s richest data set, the ecosystem continuously learns and improves based on the collective input of Sophos solutions and services, partners, customers, developers, and other security industry vendors.

The accelerated need for digital transformation and remote working, in the wake of the ongoing pandemic, has expanded the attack surface for cybercriminals. This year, devastating ransomware attacks have unfortunately been a gold rush for cybercriminals, and it’s unlike anything the industry has ever experienced. This means the need for effective, comprehensive cybersecurity has never been more critical or urgent. Sophos provides advanced IT security solutions and services to help organisations of all sizes defend against ransomware and other cyberattacks. It is passionate about fighting cybercrime and unwavering in its commitment to constantly innovate and advance cybersecurity.

Product Sophos delivers the industry’s most sophisticated, comprehensive and integrated portfolio of nextgeneration cybersecurity solutions and services to protect against the widest range of threats – including ransomware. Powered by threat intelligence, artificial intelligence and machine learning from SophosLabs and SophosAI, its award-winning solutions and services secure every endpoint – from laptops, mobile devices and servers to virtual desktops, web and email traffic. Sophos’ flagship endpoint solution – Sophos Intercept X – now includes Sophos XDR, launched in May 2021 as the only extended detection and response (XDR) solution that synchronises native endpoint, server, firewall, and email security. Organisations further benefit

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DID YOU KNOW? Sophos protected its customers against the Darkside ransomware attack on the Colonial Pipeline

The power of this comprehensive ecosystem is extensive, and organisations can use as much or as little as they’d like – and still see huge results: significantly improved security defences, fewer security incidents, and the ability to identify and respond to issues faster than ever before. Additionally, everything is easily managed through the Sophos Central management platform, delivering tremendous efficiencies and cost savings.

Achievements Sophos protects more than 500,000 organisations and millions of consumers in more than 150 countries from today’s most advanced and potentially crippling cyberthreats. It has led the industry for more than 30 years and is widely recognised for setting the gold standard in cybersecurity. Sophos has an award-winning suite of solutions and services with a proven track record of stopping ransomware attacks and advanced threats. Among its various analyst accolades, Sophos was named a Leader in the 2021 Gartner Magic Quadrant for Endpoint Protection Platforms. It was also named a Customers’ Choice in the October 2021 Gartner Peer Insights Voice of the Customer: Endpoint Protection Platforms (EPP)

Sophos

Brand History 1985 Sophos is founded in Oxford, England. 2018 Sophos acquires Invincea to add artificial intelligence to its cyber security solutions. 2019 Sophos acquires Rook Security to establish Managed Threat Response services. 2020 Sophos is bought by private equity firm, Thoma Bravo. 2021 Sophos becomes a Gartner Magic Quadrant Leader in both Network and Endpoint. In addition, Sophos launches its revolutionary Adaptive Cyber Security Ecosystem (ACE). Also in 2021, Sophos acquires three companies to accelerate cybersecurity innovation: Capsule8, Braintrace and Refactr.

report, rated highest of all named vendors with an overall vendor rating of 4.8 out of five from more than 500 verified customer reviews. Beyond its current portfolio of next-generation cybersecurity solutions, Sophos’ partner programme is also recognised as one of the best in the industry. In 2021, Sophos swept the CRN® Annual Report Card (ARC) Awards, in recognition of its 100% commitment to the channel and due to its innovation and channel leadership. Sophos was the most honoured vendor, reigning as the industry’s best in five categories: endpoint security, network security, cloud security, data security, and managed detection and response as well as ranking highest across all 20 subcategories.

Recent Developments Sophos is leading the security industry through its innovation and integration of AI into its products and services. The biggest product evolution this year is the new Sophos Adaptive Cybersecurity Ecosystem (ACE), an open security architecture that optimises threat prevention, detection and response. Sophos ACE leverages automation and analytics, as well as the collective input

of Sophos products, partners, customers, developers, and other security industry vendors, to create protection that continuously improves – a virtuous cycle that is constantly learning and advancing. Sophos also launched the industry’s only extended detection and response (XDR) solution that synchronises native endpoint, server, firewall, and email security in 2021. Leading the way with this comprehensive and integrated approach, Sophos XDR provides a holistic view of an organisation’s environment with a rich data set and deep analysis for threat detection, investigation and response.

Promotion Sophos sells its products and services through reseller partners and managed service providers (MSPs) worldwide. As a 100% channel business, its value to partners goes far beyond an incredible partner programme. Sophos’ go-to-market strategy has always been channel first, and its commitment to this over the years has allowed the company to focus on developing a programme that truly puts partners at the heart of every decision made.

In addition to supporting more than 500,000 organisations globally, Sophos also offers Sophos Home a security product that uses the same award-winning security features that keep companies safe.

Brand Values Sophos’ core values of simplicity, empowerment, passion, innovation, and authenticity highlight the core principles in which it operates. Sophos strives to build a truly great company: one that makes a positive difference for both customers and partners and does important work in the world. Sophos runs a number of recognition programmes globally, regularly giving employees the opportunity to nominate one another for awards, offering mental health awareness days, time off for volunteering activities and much more. It’s Sophos’ mission to protect people from cybercrime by developing powerful and intuitive products and services that provide the world’s most effective cybersecurity for organisations of any size.

sophos.com

Superbrands UK Vol. 22

As the world’s largest quick-service restaurant brand, Subway® serves freshly made-to-order and signature sandwiches, wraps and salads to millions of guests, across more than 100 countries in nearly 40,000 stores every day

Market Subway® is the better choice when it comes to freshly made food. As the world’s largest quickservice restaurant brand, it serves customisable and signature sandwiches, wraps and salads to millions of guests, across more than 100 countries, every day. With nearly 40,000 stores across the globe and online ordering options, it’s never been easier for guests to get the food they crave – when they want, where they want, and how they want – at great value. Subway® stores are owned and operated by Subway® franchisees – a network of more than 20,000 dedicated entrepreneurs and small business owners – who are committed to delivering the best guest experience possible in their local communities.

Product Subway® is committed to relentless evolution when it comes to the brand’s food. Subway®’s menu keeps getting better as the company constantly innovates to offer new and improved ingredients and flavourful menu items that complement the traditional favourites. Subway® is also growing its range of plant-based items, allowing more guests

Subway x Aitch collaboration

DID YOU KNOW? There are over 37 million combinations available on the Subway® menu

the chance to build their favourite subs based on their own food preferences. Whether it’s the mouth-watering bread straight from the oven or plant-based alternatives such as Subway®’s T.L.C.TM Sub or Vegan Double Chocolate Cookie, the evolving menu options will excite both new and returning guests. Guests are at the centre of everything Subway® does, and the brand’s priority is ensuring the best possible experience for new and loyal fans alike, whether in its stores or via online ordering, using Mobile Order collection via the Subway® app or ordering via delivery services including Just Eat, Uber Eats and Deliveroo.

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Achievements Despite the Covid-19 pandemic, Subway® has continued to boldly move forward, propelling the brand’s growth and igniting its transformation, whilst winning accolades along the way. Highlights of the past year involve winning several awards and being shortlisted for more, including receiving PETA’s 2021 Vegan Food Award for the best vegan cookie, winning a Highly Commended accolade for Subway®’s ‘Love Sub’ marketing campaign at The Sammies Awards 2021 and being ranked in the top five for The Elite Franchise Top 100 (EF100). Subway® was recognised in the EF100 annual rankings due to its size, growth, ambitions and contribution to the communities in which it operates. Subway® was also named as a finalist at The Effie Awards 2021 for Subway®’s Meatless Meatball campaign. The campaign successfully drove sales of both the original Meatballs and the Meatless Meatballs through a moment of planned confusion during a live tasting event, demonstrating that ordering Subway®’s vegan creations don’t require sacrificing on taste.

Subway®

Brand History 1965 17-year-old Fred DeLuca and family friend Dr Peter Buck open their first submarine sandwich shop in Connecticut. 1968 Fred renames his super sub store to the iconic ‘Subway®’. 1982 In just one year, Subway® opens an astounding 100 stores, resulting in the opening of the 300th location. 1984 The business expands internationally and opens a store in Bahrain. 1996 The first Subway® in the UK is opened in Brighton and it’s still there today. 2015 Subway® celebrates the opening of its 2,000th store in the UK and Ireland in Hemel Hempstead. 2021 Subway® UK marks its 25th anniversary.

Recent Developments Earlier this year, Subway® announced a two-year sponsorship deal with Guild Esports, the global esports team organisation co-owned by David Beckham. Subway® is the Guild’s Official QuickService Restaurant Partner and Official Academy Partner across a significant swathe of the EMEA region. Through this partnership, Subway® will connect with young audiences about their career and skills development and on making better choices when it comes to nutrition – areas that closely align with Subway®’s values.

Promotion Subway® engages with guests and a wider audience through an integrated 360-degree strategy using a range of channels. Activations this year have included releasing the world’s first plant-based grime track called ‘Vegang’ for Earth Day in collaboration with P Money.

DID YOU KNOW? Subway® serves 184 Subs every minute in the UK and Ireland

Another attention-grabbing activation came in the form of Kurupt FM’s takeover of Subway®’s in-house radio network, featuring the stars of the BBC comedy People Just Do Nothing. For this, the pirate radio station broadcast five special shows, featuring chat, original music and MC-ing, all recorded in a Subway® store. Most recently, Subway® collaborated with BRIT Award-nominated star Aitch, who surprised fans by performing a lunchtime gig in a Subway® store

in his hometown of Manchester – rebranded ‘SubwAITCH’ for the occasion. The popular rapper’s favourite Sub, a customised Italian B.M.T. Sub, was released as a limited-edition ‘Aitch Footlong’ Sub, available for his fans to order.

Brand Values Subway® is on a continuous journey to improve across all aspects of the brand, offering better food, a better guest experience, a better digital experience, better investment for a better future. Subway® is committed to empowering its guests, employees and franchisees to make better choices – good isn’t good enough. This is done by constantly looking at ways to make a difference to people in Subway®’s communities, to partners, the environment and most importantly to guests, by doing its best to ensure that when you visit a Subway® store you can be reassured you are making a better choice.

subway.com/en-gb

Superbrands UK Vol.22

Tata Consultancy Services (TCS) continues to excel as a growth and transformation partner to some of the UK’s most-trusted businesses. The company is now the largest strategic information and technology (SITS) player by revenue in the UK and has been ranked number one in customer satisfaction by TechMarketView

DID YOU KNOW?

Market As TCS marks its 45th anniversary in the UK, it continues to build on its market presence, witnessing another year of impressive growth. With revenues of £2.64bn in 2020, the UK now represents TCS’ third largest market worldwide, accounting for over 15% of its global income. Despite the continued economic challenges posed by the Covid-19 pandemic, TCS has shown the resilience expected of an agile strategic partner, with a 16.3% increase, year-on-year, in revenue (Q1 FY22). With 30 existing offices across the UK and Ireland, this year TCS further expanded its operations with two new delivery centres in Letterkenny and Leamington Spa, alongside opening a new Threat Management Centre in Manchester, which will provide the world-leading cyber security services its clients have come to expect. TCS now has more than 200 partnerships with companies across the UK, including household names such as Boots, British Airways, M&G, and Marks & Spencer, alongside five of the top six tier one global investment banks and eight of the UK’s top 10 retailers.

50,000 people ran the London Marathon virtually in 2020 using TCS’ official race day app

Product

This includes collaborating with Sainsbury’s, one of the UK’s most trusted retailers, on a digital transformation journey. As well as modernising its legacy workflow platforms, TCS built on its 15-year partnership with the retailer, to transform its digital offerings amid the Covid-19 pandemic. As a result, its delivery capabilities increased nearly three-fold in a matter of months, and the company was able to continue to safely serve communities in the most challenging of circumstances.

TCS’ success is not to be judged by its number of clients alone, but the trust and faith placed in the company to share and deliver on its growth and transformation beliefs. This year, TCS built on its 17-year partnership with Virgin Atlantic, leading the brand’s cloud-first digital transformation to better drive customer and employee experiences. TCS has also expanded its partnership with Royal London, the largest mutual life insurance, pensions, and investment company in the UK, to transform its pension platform and deliver market-leading services to its members and customers.

The success of these digital transformations has been down to the continued roll-out of TCS’ Secure Borderless Workspaces™. The SBWS model was introduced in order to promote adaptability and resilience across its global operations. The company is looking forward towards its ‘25 by 25 vision’, the aim of which is that by 2025, only 25% of the workforce will operate out of TCS facilities. The model is designed to ensure neither quality, nor timeliness of delivery are compromised, but rather allow organisations to better manage these challenging and accelerate their transformation.

Most importantly, however, TCS has allowed clients to look beyond its traditional products and services alone and adopt a purpose-led mindset.

Nowhere was this more apparent than with its collaboration with Forth Ports, the leading UK port operator, where TCS deployed DynaPORT™, a one-stop digital terminal solution, throughout the national lockdown. As a result, it helped ensure the continuous supply of vital food, medicine and important resources during the pandemic and build resilience across Forth Ports’ supply chain for the years to come.

Achievements In recognition of its excellence in customer service, Whitelane Research has awarded TCS the highest ranking in UK customer satisfaction for the sixth consecutive year, following an independent survey of leading enterprises. With an average customer rating of 83%, TCS scored significantly higher than the 72% industry average. Progress initiatives and remote working solutions also remain a central pillar of TCS’ workplace philosophy. Its longstanding belief in employee support and development has seen TCS ranked

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Tata Consultancy Services

Brand History 1968 Tata Computer Systems is launched as a division of Tata Sons. It later becomes Tata Consultancy Services. 1976 The company begins to operate in the UK. 2005 ‘Experience Certainty’ becomes TCS’ brand position. It remains the core brand identity until 2021. 2018 TCS celebrates its 50th anniversary with ‘TCS 50’, a campaign highlighting the rich history of the company. 2021 ‘Building on belief’ becomes TCS’ new brand positioning, as it focuses on becoming a growth and transformation partner.

Promotion As part of its commitment to local communities and fostering healthy lifestyles across the globe, in June, TCS also announced it would take over from Virgin Money as the title sponsor of the London Marathon. The event joins an already impressive portfolio of title marathon sponsorships in cities including Amsterdam, New York, Mumbai and Shanghai. The takeover builds on five years of proven experience as the primary technology sponsor, in which TCS developed the in-race app, that saw 50,000 people across the virtual finish line in 2020.

Brand Values TCS has become an industry leader in sustainable development and growth. The company has pledged to reach net-carbon neutrality by 2030 at the latest and continues to deploy digital technology to make its operations more sustainable. Alongside cutting water consumption by nearly 20% across its European operations, the company believes in putting young people front and centre of the discussion on climate change and is now giving them a powerful voice through its regional sustainability councils.

10th in the top 25 Best Companies to work for in the UK this year, as well as being certified among the best 10 Top Employers for the sixth consecutive year.

Recent Developments Amidst a turbulent year for businesses across the globe, TCS has also moved forward with its brand evolution, repositioning itself with a new identity: Building on belief. By adopting a twinengine approach of cost and optimisation, alongside a newfound focus on being a growth and transformation partner, TCS is playing a much more active and collaborative role with its customers. This means continuing to deliver on the same results that its collaborators have come to expect

over its 45-year history in the UK. It is also a trusted business partner, advancing its clients’ purpose-led transformation ambitions, whilst helping them turn aspiration into reality, making a meaningful difference across the UK and beyond. Central to the success of this repositioning is the emphasis TCS places on acquiring and nurturing some of the best talent across the UK. In February, the company announced alongside International Trade Secretary, Liz Truss, that it would hire an additional 1,500 professionals within the year. They will join one of the most diverse IT service sector workforces across the region, where 54 nationalities are represented and 28% of associates are women, significantly higher than the industry average.

In the UK, TCS continues to do right by the communities it belongs to. This was particularly apparent during lockdown, where TCS used iON, one of its leading IT-as-a-service solutions, to enable remote learning across 10,000 schools. It also helped to provide virtual STEM learning for 3,000 students across 20 universities. In a further effort to facilitate remote learning, TCS also collaborated with Ready Tech Go to donate new laptops to primary school children across London and beyond. Since its launch in 2013, TCS’ IT Future programme has reached more than 300,000 UK students. The company continues to empower women in business, including the 300-plus female-led businesses that are now a part of its newly developed Good Growth community, where mentoring opportunities are offered to SMEs from diverse backgrounds at no cost.

tcs.com

Superbrands UK Vol. 22

tommee tippee® is the number one baby feeding accessories and sleep brand in the UK* and one of the top brands of infant products and accessories in the global market providing innovative, intuitive, and stylish products loved by babies and recommended by generations of parents *Source: 52 w/e IRI and Edge to 12th Sep 21

Market The UK baby accessories market is estimated to be worth approximately £323m (Source: 52 w/e IRI and Edge to 12th Sep 21) and encompasses everything from bibs and bottles, to monitors and harnesses. It does not include nappies, wipes, toiletries, formula milk, baby food or nursery furniture. tommee tippee® is number one in seven of the top categories in the baby accessories market, including bottles, soothers infant feeding equipment, and weaning (Source: 52 w/e IRI and Edge to 12th Sep 21). tommee tippee® has just under a quarter of the total market share by value (Source: 52 w/e IRI and Edge to 12th Sep 21) internationally, it is sold in more than 70 countries.

Product Every tommee tippee product has been designed around one key principle – to make parents’ lives easier. Since introducing the original spill-proof cup, tommee tippee® has earned a reputation for its clever ideas and the quality of its intuitive ®

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DID YOU KNOW? 16 Perfect Prep® machines are sold every hour in the UK* *Source: Company EPOS 2021

products that support children on their journey from newborn through to independent sleeping and feeding. In recent years, significant additions to the product portfolio have included the Closer to Nature® baby feeding bottle, Perfect Prep® bottle preparation machine and the Made for Me® breastfeeding range of breast pumps and breastfeeding accessories. In 2021 tommee tippee introduced its first connected product, ‘Timekeeper™ Connected Sleep Trainer Clock’. An evolution of the Tommee Tippee Groclock®, Timekeeper™ Connected Sleep trainer helps children learn when it is time to go to ®

sleep and when it’s ok to play, through an intuitive light system. With multiple alarm settings, soothing sounds, and colour-changing clockface, parents can control everything from their phone. Their latest innovation is the tommee tippee® Dreammaker™ Light and Sound Baby Sleep Aid. The Dreammaker™ is a scientifically proven sound and light sleep aid that helps baby to sleep better by simulating ideal sleep conditions, rather than stimulating baby. Developed with a world-leading sleep laboratory and sleep scientists at Northumbria University in the UK, the Dreammaker™ is a unique, patent-pending device that features pink noise, red light and pulsing glow settings to relax baby and encourage them into a deeper sleep for longer.

Achievements tommee tippee® continues to impress industry professionals and parents alike with its products winning an array of awards. Once again, tommee tippee® swept the boards at the Made for Mums awards with eight awards in total, including Gold Best Bottle Feeding Accessory for Perfect Prep®

tommee tippee®

Brand History 1965 Manufacturing rights are acquired for tommee tippee® baby products in the UK and Europe. 1986 tommee tippee® introduces Pur™, the first silicone teat to the market with Sip ‘n’ Seal, the first non-spill baby cup, launching two years later. 1997 tommee tippee® buys Sangenic® – a patented nappy disposal system. 2001 Easiflow becomes the first baby cup to be accredited by the British Dental Health Foundation. 2006 The launch of Closer to Nature® changes the face of newborn feeding. 2009 tommee tippee®’s new ‘star’ brand identity is introduced and the following year the brand launches in the US and Canada. 2017 tommee tippee® launches in China. 2018 The company acquires The Gro Company and launches Perfect Prep® Day & Night in the UK and launches its Advanced Anti-Colic bottle worldwide. 2019 tommee tippee® launches its first direct to consumer e-commerce site in the UK, followed by the USA in early 2020. 2021 tommee tippee® launches its first Connected product, ‘Timekeeper™ Connected Sleep Trainer Clock’.

Day & Night, Best Baby Monitor for the tommee tippee® Dreamee™ Sound, Movement and Video Baby Monitor and Best Family Travel Product over £20 for its Grofriend Travel Sleep Aid.

Recent Developments tommee tippee® is committed to a more sustainable future. It believes that every baby has the right to a great start in life and the world they are born into should be set up to provide it for them. In the last year, tommee tippee® has made some significant steps towards its sustainability goals, including reducing its global business carbon footprint by 4.6% and eliminating 379 tonnes of single-use plastic from its packaging, with 4.7 tonnes also removed from its UK facilities. In 2020, its Mansfield factory site achieved ‘Zero to Landfill’ status. All waste from the site is now 100% recycled, with even oily water being turned into recovered fuel oil. It is therefore no surprise that the team at Mansfield have been recognised for two regional Environmental Awards by the 2020 Business Awards and Made in the Midlands Awards.

DID YOU KNOW? tommee tippee® sell more than 3.5 million bottles every year * *Source: Company EPOS, Satista.com

Promotion In 2021 tommee tippee® launched a major global campaign to demystify the complex realities of feeding for new and prospective mums, redefining how the parenting category speaks to women. The Boob Life is an unapologetically raw, honest and celebratory global campaign that challenges the unrealistic expectations placed on parents through the lens of infant feeding. The campaign, led by a brand hero film and six-part digital content series, is centred around mums instead of babies, showcasing the realities of infant feeding by putting their experiences front and centre. The pain, the glory and everything in between.

Launching internationally across the UK, Australia, and the USA, the campaign featured two new additions to the tommee tippee® Made for Me® range; first-of-its-kind Breast Pads available in different shapes and sizes as well as a Double Electric Breast Pump. The result being a media reach of more than 16 million, increased social engagement up by 400% and coverage in over 150 publications.

Brand Values The award-winning tommee tippee® brand was launched in the UK over 50 years ago and was founded with one simple goal – to make everyday life easier for parents around the world. tommee tippee® is as fully committed to that original goal today as it was in 1965. That is why it works tirelessly to create innovative and stylish products, which are designed to look and feel as great as the way in which they work.

tommeetippee.com

Superbrands UK Vol. 22

TONI&GUY has long been renowned as an innovator within the hairdressing industry, bridging the gap between high fashion and hairdressing. Toni Mascolo OBE’s franchise model has maintained the company’s high education and creative standards, protected the brand and made successes of thousands of TONI&GUY hairdressing entrepreneurs worldwide

Market In the years since the birth of TONI&GUY hairdressing has become a sophisticated industry worth billions, spawning some of the most inﬂuential and creative artists in the beauty and fashion sector. From individual salons to global chains, competition is ﬁerce with consumers demanding the highest quality and service. Having helped to change the face of the industry, the multi-awarded Superbrand has 650 salons across 44 countries.

Product TONI&GUY salons aim to offer a consistent level of service, guaranteed quality, exceptional cutting and innovative colour, in contemporary but well-designed salons. All techniques practised by the stylists are taught by highly trained and experienced educators in 20 academies around the world. The multi-award-winning label.m Professional Haircare range was created by Toni and his daughter, Sacha Mascolo-Tarbuck, in 2005. The brand has a presence in 64 countries globally and boasts more than 80 products and in 2013, label.m became the ﬁrst product line recognised by the British Fashion Council as London Fashion Week Ofﬁcial Haircare Product. A percentage of sales from label.m products that carry the logo are now donated to support emerging international design talent. To celebrate 15 years of label.m and its partnership with London Fashion Week, TONI&GUY collaborated with four designers – IA London, Simon Mo, A-Jane and DB Berdan. Each created a signature, artistic print for one of the brand’s four global best-selling label.m limited edition ranges. This highlighted the mutual bond created between a designer and hairstylist as well as the importance of hair as a key part of overall trend inspiration, taking looks from catwalk to client.

Achievements TONI&GUY has a worldwide brand presence and is recognised for its strong education network. “Education, education, education,” was often quoted

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by Toni Mascolo as it is considered to be the cornerstone of the hairdressing powerhouse. An average of 100,000 hairdressers are trained each year, with more than 6,000 employees worldwide. This philosophy of motivation, inspiration and education is key to the brand’s success.

DID YOU KNOW? Co-founder and CEO Toni Mascolo OBE still cut hair one day a week, alternating between London’s Sloane Square and Mayfair stores, until shortly before he passed away in 2017

Co-founder and CEO, Toni Mascolo OBE, sadly passed away in 2017. During his illustrious career, he guided the direction of TONI&GUY and received much recognition for his work. Toni won London Entrepreneur of the Year and received an OBE for his services to the British hairdressing industry in 2008. He was also honoured with an International Achievement Award from the Fellowship for British Hairdressers and an International Legend Award at the Association Internationale Presse Professionnelle Coiffure Awards. Toni was also an Honorary Professor of Durham University and recognised as one of the 10 most successful Italians in the UK. Undoubtedly one of the most celebrated entrepreneurs in hairdressing, Toni also received the Primi Dieci Award at BAFTA. Toni’s daughter, global creative director, Sacha Mascolo-Tarbuck, was the youngest ever winner of Newcomer of the Year at 19 years old. Additional awards include London Hairdresser of the Year, Hair Magazine’s Hairdresser of the Year, Creative Head’s Most Wanted Look of the Year, and its Most Wanted Hair Icon in 2009, in addition to Fashion Focused Image of the Year from the Fellowship for British Hairdressing, as well as Hairdresser of the Year.

Recent Developments For more than 55 years, TONI&GUY’s philosophy has been rooted ﬁrmly in education, upholding the brand’s heritage of educating its teams to the highest levels, with the last year focused on expanding its global education offering digitally and bringing the TONI&GUY expert community together under one platform, The Learning Hub. The legendary artistic team, under the direction of Sacha Mascolo-Tarbuck, has received numerous awards over the years, including 76 British Hairdressing Awards. In 2021, this success continued with Cos Sakkas, TONI&GUY’s head of education and international artistic director, receiving his fourth nomination for the prestigious British Hairdresser of The Year accolade at the HJ British Hairdressing Awards (BHA).

TONI&GUY

Brand History 1963 TONI&GUY is launched from a single unit in Clapham, South London by Toni Mascolo and his brother Guy. 1982 The TONI&GUY Academy launches. 1985 TONI&GUY’s ﬁrst international salon opens in Tokyo, Japan. 1987 TONI&GUY’s ﬁrst franchise salon opens in Brighton. 2001 The TONI&GUY signature haircare range is launched. The following year, Toni and Pauline Mascolo launch the TONI&GUY Charitable Foundation. 2003 TONI&GUY Magazine and TONI&GUY.TV are launched in the UK with the brand becoming the Official Sponsor of London Fashion Week the following year. 2005 label.m Professional Haircare by TONI&GUY launches. 2008 Toni Mascolo receives an OBE for his services to the British hairdressing industry. 2 0 1 1 TONI&GUY becomes Official Sponsor of the British Fashion Awards. 2016 TONI&GUY enters a partnership with Samsung to bring the latest window screen technology to 150 salons. 2019 TONI&GUY wins four accolades at the prestigious British Hairdressing Awards. 2020 TONI&GUY celebrates 15 years of label.m and being part of London Fashion Week.

In 2020, Daniele De Angelis of TONI&GUY Shoreditch won London Hairdresser of the Year at the BHAs, the 11th time for the company. Furthermore, at the Fellowship of British Hairdressing Awards, TONI&GUY was awarded Salon Group of the Year; Cos Sakkas, Fellow with Honours and Francesco Fontana of TONI&GUY North Audley Street, London Colour Image of the Year.

Promotion TONI&GUY.TV launched in 2003 to enhance the in-salon experience. Containing up-to-the-minute content, today it still receives more than 83,000 views per week in the UK. TONI&GUY Magazine launched the same year to communicate the brand’s heritage and philosophy, focusing on key trends in fashion, the arts, beauty and travel. Distributed in salons across the globe, the magazine promotes the inspirational, accessible face of the company. Furthermore, it won Best Consumer Publication in 2011 at the APA Awards. Fashion has always been a major pillar of the brand. In 2004, the link grew even stronger when

it first began sponsoring London Fashion Week. The TONI&GUY Session Team works on more than 80 shows per year in London, New York, Paris, Milan, Tokyo and Shanghai, offering support to key designers including Mary Katranzou, Pam Hogg, David Koma, Paul Costelloe and House of Holland, among many others. TONI&GUY has also been awarded Consumer Superbrand status for 13 consecutive years and is proud to support the industry, including the British Fashion Awards. In 2021, TONI&GUY launched its first online learning subscription-based platform, The Digital Academy. Each subscriber has access to more than 300 educational hair technique videos plus global live webinars each week to learn their craft and grow skills. TONI&GUY continues to take the safety and well-being of clients as being as important as its image. During a challenging year globally, TONI&GUY took the opportunity to redesign and refresh salons, introducing the necessary measures to make clients’ long awaited first visit

2021 The Digital Academy is launched.

back to the salon as comfortable as possible. In addition, the ‘We Care’ campaign was launched, inspiring clients on how to look after and style their hair at home. TONI&GUY salon experts created tailored How To guides, using label.m products, alongside exclusive product offers. TONI&GUY was proud to partner with F1’s prestigious Paddock Club at British Grand Prix in 2019. It hosted its own TONI&GUY ‘PITSTOP’ area to look after the hair of attending VIP guests.

Brand Values TONI&GUY’s reputation has been built on an impeccable pedigree and foundation of education, fashion focus and friendly, professional service. It aims to encompass the importance of local and individually tailored, customer-led service, promoting an authoritative, cohesive and – most importantly – inspiring voice.

toniandguy.com

Superbrands UK Vol. 22

TSB believes in getting the most out of life. Its purpose is to help its customers be confident with their money so that they can do more with it. Afterall, money is just a means to an end. It’s what you do with it that counts

Market In 2013 the big five banks controlled more than 85% of all UK bank accounts. Following the banking crisis, TSB was created to bring more competition to UK banking and actively make banking better for all consumers. TSB exists to serve those people who feel they are underserved by the big banks. The ‘Aspiring Middle’ of Britain, working hard to do the best for themselves and their families and make more of life, but feeling that the big banks don’t really care about or understand people like them.

Product TSB is doing what it can to help people feel confident about their money so they can confidently get on with life. That’s why TSB designs its products and services the way it does. Its new ‘Spend & Save’ and ‘Spend & Save Plus’ current accounts actually help people save money as they spend it, so they’ve got a little bit more for the things that matter. TSB’s Fix and Flex personal loans and mortgages allow them to take repayment holidays, should life change. In addition, its award-winning Fraud Refund Guarantee means that any customer who is

innocently defrauded of their money is guaranteed a full refund.

Achievements Since its re-birth, TSB has successfully grown its customer base while playing a positive role in society. At its heart is a long-term partnership with the Pride of Britain Awards, which is the nation’s biggest annual awards ceremony of its kind. It celebrates and enables ordinary people across the UK who’ve gone to extraordinary lengths to help others. Bank fraud is a major worry for many customers. Numerous people who have been innocently defrauded find it difficult to get their money back from the banks. The TSB Fraud Refund Guarantee is unique and has driven the industry to adopt new codes of practice. As an employer, TSB has smashed the image of stuffy traditional working practices and values. It was one of the first companies to proactively publish and explain its gender pay gap. It has

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created an environment where people are encouraged and enabled to bring their true selves to work and branches have become Safe Spaces for anyone trapped in an abusive relationship.

Recent Developments TSB sees itself as more than a place where you can store and move your money, but as a bank that can actively help its customers build their money confidence. A Money Confidence training programme for colleagues and content programme have been implemented to address people’s financial challenges and help them become more confident with their money.

DID YOU KNOW? The TSB Fraud Refund Guarantee is unique in the banking sector

TSB

Brand History 2013 TSB separates from Lloyds Banking Group and becomes an independent entity, tasked by the EU with increasing competition in the British banking sector after the banking crisis. 2014 TSB Bank plc goes public with a successful IPO. 2015 TSB is bought by Sabadell, Spain’s fifth largest banking group. 2016 TSB is recognised as Britain’s most recommended high street bank. 2017 TSB becomes one of the top 10 ‘Best Big UK Companies To Work For’. 2018 TSB and Enterprise Nation join forces to help small businesses and entrepreneurs embrace the digital revolution. 2019 TSB announces the UK’s first Fraud Refund Guarantee to protect customers. 2020 TSB launches the Pride of Scotland Awards. 2021 TSB relaunches the brand with a new identity and new brand campaign.

As customers move their banking online, TSB has introduced new features such as TSB Smart Agent to improve the customer experience. However, many customers still want to talk face-to-face so innovative pop-up branches have been created in high traffic areas. There are lots of great new financial products and services being developed so TSB have teamed up with partners to help people manage and grow their money, such as Wealthify to make investing simple and ApTap to help them reduce their bills.

DID YOU KNOW? TSB has more than five million customers

TSB relaunched the brand with a new identity and new brand campaign in 2021.

as the brand spokesperson. It ran across all channels from TV, through outdoor into branch and social. The campaign recognises TSB’s core belief that money is a means to an end and not an end in itself and celebrates how we can make more of life when we’re feeling confident about our money.

January saw the launch of its new Life Made More brand idea kicking off with an integrated advertising campaign featuring David Schwimmer

Simultaneously, a new brand identity was rolled out across all owned channels. This started in the key branches, the website, the app and all the other

Promotion

touchpoints where the customer comes into contact with the brand. In September, the Money Confidence theme was extended into business banking with a new campaign on TV and across other channels, such as radio and digital, demonstrating how TSB could help you ‘make your business feel like the business’.

Brand Values TSB isn’t just about banking it’s about helping people be more confident with their money. The aim is to feel what customers feel and do what matters most to them. Fundamentally TSB believes that money is a means to an end and not an end in itself. So, while it’s important to show empathy and understanding in relation to money, TSB also shows the positive and optimistic side of what money enables and how it helps people lead a Life Made More.

tsb.co.uk

Superbrands UK Vol. 22

Xero is a cloud-based accounting software platform for small businesses with more than 2.7 million subscribers globally. Through Xero, small business owners and their advisors have access to real-time financial data anytime, anywhere and on any device

Market

Product

Xero is one of the fastest growing software as a service (SaaS) companies globally. Founded in New Zealand in 2006, Xero’s goal is to help small businesses around the world thrive.

Xero offers a beautiful, easy-to-use platform for small firms around the world, delivering access to accounting, compliance and business management solutions in one place, at any time, on any device.

It does this by providing cloud accounting software to help accountants better serve their clients, and for small businesses to easily manage their finances.

What makes Xero special is its much-loved user interface and thriving app store, allowing a completely customisable experience. Xero also boasts 70,000 users of its API and developer tools.

Small businesses make up 90% of all companies in the markets Xero operates in. They are the backbone of the global economy and will be critical to post-pandemic recovery.

By connecting the information businesses need – from their financial institution or vendor – Xero can deliver insights to help small businesses and their advisors make data-driven decisions and set them up for growth.

During the pandemic, Xero introduced tailor-made new products and services to help small businesses navigate a period of unparalleled disruption, strengthening its market position as an innovator. In 2021, Xero grew its app ecosystem to more than 1,000 connected apps and 300 connections to banks and financial service providers. It undertook a significant capital raise, enabling strategic investments, starting this year with the acquisitions of Waddle, Planday and Tickstar. Xero is well positioned to drive digital transformation among small firms, as cloud software becomes increasingly important across industries.

DID YOU KNOW? Xerocon has been coined as ‘Glastonbury for accountants and bookkeepers’

Xero also launched the Xero Community Appeal, raising funds for charities that help the most vulnerable and marginalised people to build resilience and mental wellbeing in the wake of the pandemic. With the support of its community, Xero donated funds to charities around the world, including Samaritans in the UK.

Xero’s cloud accounting software enables accountants and bookkeepers to build trusted relationships with small business clients through online collaboration. Xero empowers them to automate tasks, simplify compliance and improve practice management, as well as offering easy access to client records anywhere, at any time.

In addition, Xero hosts what has affectionately been coined ‘Glastonbury for accountants and bookkeepers’. Xerocon, held in London and other cities around the world, welcomes thousands of accountants for inspiring talks, product updates and the opportunity to reconnect with others in the industry and celebrate accomplishments.

More than 2.7 million Xero subscribers worldwide have now transformed the way they do business through better tools, information and connections.

Other achievements include being named Accounting Software of the Year at the UK’s Digital Accountancy Awards.

Achievements

Recent Developments

In the past year, Xero increased subscribers by 20%, while operating revenue increased by 18%.

The Xero App Store was launched to offer small businesses, accountants and bookkeepers an easier way to discover and purchase apps to help run their business. The store also helps app partners grow on the Xero platform.

Xero was included in the Bloomberg Gender-Equality Index in 2020, and this year joined The Climate

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Pledge – demonstrating its commitment to reducing carbon emissions and consciously managing its environmental impact.

Xero

Brand History 2006 Xero is founded in New Zealand. 2007 XRO is listed on NZ Stock Exchange (NZX). 2009 Xero launches in the UK. 2 0 1 1 The first US office is opened and the mobile version of Xero is released. 2015 Xero becomes the first UK small business cloud accounting solution to pass 100,000 subscribers. 2017 Xero reaches one million subscribers and 1,700+ staff. 2018 Steve Vamos is appointed CEO and the acquisitions of Hubdoc and Instafile are announced. 2019 The first UK TV campaign, starring Peter Capaldi is launched. 2020 Xero achieves full year net profit and 100% of carbon emissions for FY19 are offset. Xero is also recognised by the IDC MarketScape as a global leader in the market and the acquisition of Waddle is announced. 2021 The app ecosystem grows to 1,000+ connected apps and 300+ connections to banks and financial service providers. Xero reaches 3,600+ staff and is certified as carbon neutral by the Australian Government’s Climate Active programme.

Most recently, Xero created a new product to solve accountants’ annual tax and end of year company return worries. Xero Tax, just for accountants, connects data from Xero’s bookkeeping software and enables accountants to prepare the end of year tasks, such as tax and company returns, more efficiently than current methods. Xero has also driven developments in its culture with a redesigned flexible work programme, allowing product and technology teams to work where they feel they perform best.

Promotion Xero has carried out a number of campaigns to support small businesses, accountants and bookkeepers, establishing the company as a key voice in tackling industry challenges. Xero’s Healthy Business campaign was built on the insight that accounting and bookkeeping is at the heart of any company, and crucially important to have control over in order to create a healthy business. This major UK advertising campaign,

starring Flight of the Conchords star Rhys Darby, saw the launch of TV and radio ads, supported by out-of-home and digital ads. In 2021, Xero introduced its Small Business Index as part of its Small Business Insights programme, offering a summary of economic health based on sales, jobs, time to be paid and wages. Findings from the Index underpin Xero’s Road to Small Business Recovery campaign, a policy manifesto to help entrepreneurs bounce back from the economic aftershock of Covid. Xero’s public stand for improving the business environment and push for greater representation of small firms in government, has earned an invitation to be part of No.10’s newly-formed SME Action Group. In addition, Xero has recently formed a UK task force of experts to find new solutions to the late payment crisis which has damaged small firms for decades.

Brand Values Xero believes that by helping small businesses be more successful, more jobs are created, economies strengthen, and communities flourish. Its aim is to be the world’s most trusted and insightful small business platform. The strength of Xero’s brand lies in its celebration of what’s special about running a small business, and its challenge to the traditional perceptions of accounting. Xero isn’t just groundbreaking software. It’s an entire movement. Every year, thousands of accountants and bookkeepers attend Xerocon and Xero Roadshows in hundreds of cities all over the world. These events are the most highly anticipated events in the industry. Xero also seeks to build a sustainable business that creates a positive social and environmental impact across everything it does. This includes respecting the planet’s resources, helping to build thriving communities, supporting small business prosperity, diversity and inclusion.

xero.com

Superbrands UK Vol. 22

AI: It’s Here and it Wants Your Budget An insight into the far-reaching opportunities this brings to almost every business sector

At their best, Chat Bots harness machine learning technology to offer a dialogue-based customer interaction channel that learns and improves over time

Let’s Chat About Bots Most people who’ve had exposure to AI applications in a business context will immediately think of one thing: the now-infamous chat bots, with much of the initial investment in AI being made for this use. At their best, Chat Bots harness machine learning technology to offer a dialogue-based customer interaction channel that learns and improves over time, potentially offering massive efficiency and cost reduction benefits to customer service provision. So, off the business and tech communities went, putting this into practice between 2019 and now. Today, many of the largest brands offer sophisticated bot-based chat channels as part of their digital offering. Amazon’s AWS ‘Lex’ product is a great example.

NATHAN MATHAN CEO, DNA Digital Ah, AI. How we seem to love putting those two letters together in almost every tech discussion.

Consumer reception has been variable but increasingly positive, provided chatbots are used in very specific instances. Where the interaction is simple and transactionally based, for example “What time is the next train?” people find using chatbots convenient and efficient, as we get the advantage of using natural language recognition to ask our question without the social ‘wrapper’ of having to speak to a human. (Whether this is actually a good thing or not for us as human beings in the long term is an interesting but separate question.)

Artificial Intelligence is still a relatively new entrant to the digital scene, despite the attention it’s been getting from both business and technology media. In last year’s Superbrands article, we here at DNA Digital Mansions (not our real address, but we’d love it if it was) highlighted AI as one of the key emerging technologies to watch – and here we are, a year later, with our whole word count dedicated to it. Over the last few years, we’ve managed to evolve our popular understanding of AI technology away from the fear of creating Terminator-like robot overlords to seeing the far-reaching opportunities in almost every business sector. In a recent (September 2021) press release, Gartner Inc. reported that:

This doesn’t carry over into more complex dialogues though. In those cases, people tend to get frustrated with their AI opposite quite quickly and want to speak to a ‘real person’. The cardinal rule is: a chatbot must never, ever try to pretend to be a human. Sounds good, doesn’t it?

“One-third of technology and service provider organisations with artificial intelligence (AI) technology plans said they would invest $1 million or more into these technologies in the next two years. The vast majority of survey respondents (87%) with AI technologies as a major investment area believe industrywide funding for AI will increase at a moderate to fast pace through 2022.”

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“Why, yes. Yes, it does. I’m a future thinking, strategic senior leader,” you say, “So shut up and take my money.” Pause. “Ahem… excuse me for asking, but what am I going to get, exactly?”

All of that said, the AI chatbot is definitely here to stay in the customer services arena and its value and ubiquity will only increase. But what about Marketing? This Time, It’s (Hyper) Personal. To apply AI effectively in digital marketing, we need to play to its strengths. We’re not expecting it to handle anything too artistic or creative (yet) so what else could it do for us right now?

Thought Piece

At its heart, AI in this space is about taking advantage of three key capabilities:

Data driving decision making – the ability to gain insights and conclusions from large amounts of complex data.

“Hyper-personalisation is the next step forward. Personalisation had a macro impact on the customer experience. It changed how companies think about customer-centricity. Hyper-personalisation expands these learnings to help companies connect with customers in the micro moments. For example, personalisation may seek to deliver more relevant marketing content to a customer via their preferred communication channel. Hyper-personalisation seeks to hold a one-to-one conversation with each customer, across all channels.” (Source: salesforce.com)

In the context of digital marketing, all of this points to a clear application in mass hyper-personalisation of our customer communications and relationships. In a March 2021 article Salesforce define Hyper Personalisation this way:

What does this look like in practice? Rather than using traditional CRM based methods applying customer segmentation, the intent is to use AI capabilities in order to make a segment of one. Once this is done, the technology can

Machine Learning – the ability to process information and adapt behaviours and responses. Natural Language Processing – the ability to read, process and derive context from human language.

then make highly informed decisions about exactly what messages to construct for the customer.

About DNA Digital DNA Digital provides expertise in all aspects of a development project, from consulting and planning to the management, design, development and delivery. It also provides ongoing support and infrastructure management. DNA Digital specialises in adding value to companies and organisations via technology.

dnadigital.eu

Superbrands UK Vol. 22

Why Agile, Real-Time Brand Tracking is More Critical Than Ever The rise of the empowered consumer and the increasing need for brand tracking measure and track your brand’s health and performance, in real time, is critical. Brand tracking allows you to understand your brand over time – how your consumers think, feel, buy, and use it, performance trends in the market, how you are positioned relative to competitors etc. This information, in turn, helps you manage and grow your brand, for example: assessing which initiatives work well and increase sales; uncovering new opportunities; testing different strategies; understanding growth potential; and improving your product in line with consumer needs.

NANCY BRIGHAM, PH.D. VP & Head of Research Science Dynata The number of brands, products, and services available to consumers today is staggering. This explosion has been helped along by forces such as increased competitive action (e.g., brand proliferation and extension), the increase in online marketplaces with global deliverability (e.g., Amazon, eBay and Alibaba) as well as the continuing segmentation of the consumer mass market. Today’s consumer also has ready online access to brand / product information, cost / attribute comparisons, and feedback on a 24/7 basis, whether from the brand itself, family and friends on social media, influencers, or other sources. Mobile devices allow this information access to happen anywhere – often in front of the products on a store shelf. This results in an empowered consumer who has more choice, more information to inform their choice and a greater ability to select the brands, products and services that fit their lifestyle, values, and budget. In turn, this increased consumer empowerment influences and changes brand decisions and strategies over the longer term. The Challenge of Brand Tracking In this complex, constantly evolving landscape, the need to consistently (and continuously)

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Large, high quality first-party data is the key to accurate and consistent brand tracking

While the requirement for real-time tracking is clear, it is also made more challenging by this complex environment. Businesses are facing tighter marketing and research budgets (which the Covid-19 pandemic made worse) and are looking for creative ways to maximise insights on reduced budgets. Furthermore, as brand engagements now happen through many touchpoints and channels, empowered consumers are also forcing businesses to reassess both how they address consumer needs and engage with consumers. What is Agility and Why it Matters In this challenging environment, brands need to stay in touch with their consumers using more agile and engaged approaches. Use of more agile approaches help to capture the entire consumer / brand landscape, at the right time, as well as fully understand the connections between consumer intention and actions in the marketplace. Emphasis should be placed on real-time capabilities that accelerate insight generation so that timely data can be prioritised in the decision-making process, prioritising tools / approaches that allow you to continuously collect qualitative and quantitative data from your consumers, enabling constant brand health tracking and measurement – and using this data to develop insight that allows you to rapidly respond and adapt your marketing and brand strategies accordingly. Brand tracking also needs to adapt to this new normal, maintaining consistency while recognising

Thought Piece

that the days of keeping the same sampling requirements for years with little change are over. Trackers must evolve to reflect the current respondent environment, or the data and insights that come out of them will be misleading. Indeed, consistency (such as with sample blends) is challenging (if not impossible) to maintain over time when a tracker cannot incorporate respondent / marketplace changes. Just as brands review and incorporate new business insight needs into their trackers, tracker methodology / design elements should be flexible and adaptable as well. We recommend a yearly review of all tracker design elements (e.g., blend, sampling, weighting, quotas, questionnaire), with the objectives of firstly addressing any issues while they are still small enough not to impact your data, and secondly, ‘future-proofing’ the tracker by making bigger changes over several years. Smaller tweaks / changes over time can allow

Increased consumer empowerment influences and changes brand decisions and strategies over the longer term

consistency to be maintained within acceptable limits, while allowing the tracker to evolve along with the respondents and reflect true marketplace conditions. With agile, real-time brand tracking, using firstparty data (engaged, ‘real’ people) and including yearly adaptation of your methodology / design as needed – you will be well-positioned to spot trends and behaviours, enabling optimal brand decision-making and driving brand growth.

About Dynata Dynata is the world’s largest first-party data platform for insights, activation and measurement. With a reach that encompasses over 62 million consumers and business professionals globally, and an extensive library of individual profile attributes collected through surveys, Dynata is the cornerstone for precise, trustworthy quality data. Dynata serves more than 6,000 market research, media and advertising agencies, publishers, consulting and investment firms and corporate customers in North America, South America, Europe, and Asia-Pacific.

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Superbrands UK Vol. 22

Brand is Just the Beginning Walking the tightrope with an ever increasing wealth of data

Everyone needs to work together to ensure the correct data, actions and technology is in place and accounted for

DAMON SEGAL CEO, Emotio Design Group Across my various roles in our group of businesses, there is a common vane; that is how to create value from an online presence, including driving business and brand objectives whilst gaining board or stakeholder buy-in. As marketers talk about funnels and techleads talk about functionality, there is often a clash of justifying budgets and a disconnect in meeting business goals. Sometimes it seems that communication between departments is completely siloed, often leading them to compete with themselves. The seamless flow of data across your customer’s journey allows you to provide the very best customer experience whilst optimising your goals in the process. This is why everyone needs to work together to ensure the correct data, actions and technology is in place and accounted for. Creating Value It starts, as many of you know, with brand awareness. The extent to which consumers can identify or recall your brand in different circumstances and the amount of trust they can put in your brand is pivotal to your success. When it comes to brand awareness, two thought processes affect a customer’s perception:

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an associative memory and cognitive memory model. In the cognitive model, brand awareness is remembering a brand name associated with a symbol, such as your logo. However, the perception of a brand is in the associative model; it is its ability to make consumers connect a brand with a particular experience. People’s memories of the brand also come into play through the associative process. To ensure successful brand awareness, you need to develop and execute marketing strategies that will drive your desired customer reaction to your business’s name. All of this goes to making the rest of your marketing increasingly frictionless. By generating the associated trust and positive feeling, you make the decisionmaking process for your customers easier, ultimately driving down your cost of acquisition when running your direct marketing campaigns. Building brand success requires a systematic approach that develops new products and services whilst continuously monitoring and improving the

current offering. It is an essential part of a business that can either make or break a brand. Superbrands have proven that they excel in their core capabilities and consistently inspire customers to engage with their brand and drive sales. Many parts go into building this customer experience. First, you need to understand their journey and their likely state of mind during this process. I recommend having a strategy for each stage of a customer’s journey. I would look at the stages of being unaware to aware, aware to want, want to got and got to advocate. Each stage requires not only a marketing strategy but also, usually, a technological one. Targeting an audience to drive awareness can be done through social, YouTube, Google, TV, radio, etc. At this stage, the customer is in learning mode. They want to understand what your business is offering and what your company stands for. Getting your message right at this point is as crucial as getting your product right. Next, the likelihood is that the customer will end up on your website or in your store. Your website is where it gets interesting. There is now an expectation that an online presence creates validation of how trustworthy a brand is. Consumers make judgements about what a brand stands for based on their website alone. This is particularly apparent amongst Gen Z consumers who have never experienced life without the web and have high expectations, particularly in terms of inclusion and diversity.

Thought Piece

The number of skills that are required to achieve the perfect website are significant, and if all parties are not communicating at this point, the result is likely to be the waste of a lot of budget, driving traffic to a website that isn’t maximising your objectives. You cannot silo the marketing department, branding team, product owners, development team, and even logistics whilst operating an eCommerce solution. Then there is your CRM team; they all need to play a part in creating and refining your website. Your customers’ journey will rely on every part coming together seamlessly in order to have a great experience. Being able to capture and understand potential customers in the first stage of their journey and then make subsequent stages more relevant, personalised and valuable helps build that trust. Driving Business and Brand Objectives Objectives can range from small individually tracked goals to achieving the larger business mission. The key is to clearly set relevant goals and work back on how and when and who is best to help achieve these targets. Once you have worked this out, it is essential to prioritise those ambitions and clarify ‘the why’ behind each of them. Remember to make your goals S.M.A.R.T.

(Specific, Measurable, Achievable, Realistic and Timed) or even S.M.A.R.T.E.R. goals (which includes Evaluate and Re-adjust). Again, working across departments, it’s best to share these goals and see what parts can be tracked and reported. This could be anything from setting up your analytics tracking to passing multiple sources of information into your CRM and augmenting that data with other references. Nowadays, you can track most things, but having data and understanding what to do with it are two different things and often, the latter escapes many strategies. So again, having a data strategy on how each department should use your collected and measured information will help drive the success of your business. Gaining Board or Stakeholder Buy-In Last but not least, try to get an advocate from the board involved; they understand the business in greater depth and can often see the whole picture where departments cannot. This can be invaluable in preparing for the future rather than having to retro fix everything as the business evolves.

marketing plan, you can gain buy-in from stakeholders and get them to approve your plan. The other key to achieving internal buy-in is to ensure a clearly defined action plan with metrics to track and reports to show progress toward each goal. Successful companies often have a strong sense of mission and direction. In most cases, the key to accomplishing this success is a systematic effort to gain alignment and understanding from all departments, stakeholders and board members. If your company is doing this already, then you are well on your way to success.

About Emotio Design Group Emotio is an established agency which provides innovative and expert digital and design solutions. After 30 years in design, marketing and development, with 25 of those focused online, it works to maximise clients’ objectives through their online presence and brand. Emotio is part of the EDI Collective.

Stakeholders will typically allow a company to pursue its goals if they see a clear path to success. With a firm budget and a well-crafted

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Superbrands UK Vol. 22

Harnessing the Power of Data Why data will drive better decision making in the post-pandemic era of change In the past, our decision framework was much more predictable than today; the marketing mix was smaller, allowing for clearer, more predictable customer journeys and supply chains, with more certain retail environments. Long-term planning used to mean three years – now we’re lucky if it means three weeks. During the pandemic, this only accelerated further; brands needed to plan for uncertainty as the default. The rulebook for planning and implementing strategy has irrevocably changed.

ANDREW STEPHENSON

Director of Marketing EMEA Treasure Data

Over the past 18 months, brands have been forced to make bigger – and quicker – decisions than ever before. Faced with decisions such as how to manage a now entirely remote workforce, to how to keep up with consumer demand as supply chains shut down, brands effectively faced a ‘sink or swim’ moment like never before.

The growth of digital channels means that consumers now have more choice than ever and brands must compete for their hard-won attention and affections. Today the world is drastically different and brands face change like never before. Fight or Flight: making better decisions at critical moments Change means three things: more decisions, bigger decisions and, with a rapidly evolving external environment, less time to make them.

There are an infinite number of options at our disposal for shaping the customer experience. We can pull a vast quantity of levers at any time – from changing the frequency we interact with customers at, to the way we price fulfilment. But without data underpinning the decisions we make, we’re as good as blind, following isolated digital breadcrumbs and hoping they guide us towards the optimal path. However, the decisions brands make now, as we recover from the pandemic are critical – today’s choices will determine future success or failure. Effective decisions depend on the availability of accurate, high-quality and up-to-date data that is unified and easy to translate into actionable insights. These decisions can influence everything from sales and marketing campaigns to wider business strategy, product design and pricing models – so it is vital that they are right, first time. The scale and significance of these decisions have also been brought into sharp focus during the pandemic. Many brands have had to adapt their entire strategies to appeal to new – and sometimes previously excluded – customer cohorts as an older generation of shoppers moved online, en masse. This has prompted the rapid development of new strategies, products and approaches to customer engagement. This brings with it a new set of challenges. The move from digital-first to digital-only has seen the data pool for most brands increase tenfold. In some instances, the data has outpaced our decision competency: brands just don’t feel sufficiently armed with the intelligence to make better decisions with greater confidence, often because they have more data available than they know what to do with. Unless brands are bold, a lack of data confidence will fuel decision paralysis at a time when action is needed most. Big decisions are happening now, in real-time, and brands need to be equipped with the right tools and teams to ensure their decisionmaking processes are fit for purpose in the postpandemic age of change.

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Thought Piece

Rather than drowning in data, brands must recognise that data holds the competitive edge. Put data at the heart of marketing and brand strategies Ask yourselves: Do you know what your data is telling you? More importantly, do you know what your data is telling you to do? Where are your data blind spots? How can you better adapt to suit your customers’ needs? Brands that flourish post-pandemic must answer these questions and identify their data blind spots. Today’s marketing teams have access to comprehensive data insights yet organisational silos could be creating blindspots which at best are inefficient, and at worst cause reputational damage. For example, if your marketing function isn’t connected to customer service, what’s stopping it from sending promotional offers to a customer who is mid-complaint? Organisational data silos must be addressed. Critical to this is viewing data competency as an investment for the future rather than a cost centre to be avoided. Upskilling your team is the only way to turn unorganised data points into actions

– once marketers learn how to identify useful data and connect insights across channels and platforms accordingly, a picture starts to form, revealing invaluable patterns of behaviour and consumer preferences.

slipping back into the ‘old normal’, brands must recognise the power of the data they hold, unlock its value and ensure communication and collaboration across departments. By closing the loop, the value of data can be doubled and the rewards reaped.

There are an infinite number of options at our disposal for shaping the customer experience

Striking the balance between personalisation and privacy is also crucial at this time, and this can only be achieved through proper training. With the right teaching and tools, marketers will feel empowered to conduct data management responsibly and deliver tailored consumer experiences without compromise.

About Treasure Data Treasure Data is a best-of-breed enterprise customer data platform (CDP) that powers the entire business to reclaim customer-centricity in the age of the digital customer. It does this by connecting all data into one smart customer data platform, uniting teams and systems to power purposeful engagements that drive value and protect privacy for every customer, every time. Trusted by leading companies around the world, Treasure Data customers span the Fortune 500 and Global 2000 enterprises.

The pandemic has forced digitalisation into superspeed and brought together a diverse range of stakeholders to solve new problems. To avoid

treasuredata.com

Superbrands UK Vol. 22

Superbrands Cover Artist Superbrands Volume 22

ARTISTJODI

Cover Artist Superbrands Volume 22 This year’s Superbrands cover reflects British artist, graphic designer and 3D sculpturist, ArtistJodi. Through her work, Jodi gives us an insight into her view of the world, expressing emotion with each stroke. Having been in the industry since 1997, Jodi wields expert skills in all mediums: Acrylic, graphic design, virtual clay, resin, and much more. With each creation, Jodi presents to us a piece of herself and her vulnerability. Her work hangs in homes and businesses across the globe.

3D sculpted and hand painted shoes

Over lockdown, she fully embraced a shift from canvas to computer, entering the world of 3D design and NFTs. After only a short time sculpting 3D clay, Jodi became a Genisis Artist in the NFT space, ‘Bored Ape Ladies Club’. Jodi has experience working both for others and for herself. She creates and presents concepts, adapts designs. She has created everything from corporate art to AR models to virtual exhibitions for the European Commission. “Each piece I create is like a journal entry, showing how I felt, what mood I was in. I let my emotions take over, choosing the medium that feels right at that moment.” ArtistJodi Original acrylic painting on canvas

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Bored Ape Ladies Collective derivative Bored Ape

Cover Artist

ArtistJodi

Research and Results Overview Superbrands Expert Councils Qualifying Brands

Superbrands UK Vol. 22

Research and Results Overview Superbrands Volume 22

considerations such as each brand’s purpose, positioning and distinctiveness, are combined with the opinions of prospective buyers, whose awareness and sentiment toward each brand is naturally vital. While all voters bear in mind the three criteria that must be inherent in a Superbrand when casting their votes, namely quality, reliability and distinction, the reality of a sentiment survey is that an individual’s perception will naturally be impacted by everything they have seen or heard about each given brand.

STEPHEN CHELIOTIS

CEO, TCBA & Chair, Superbrands Expert Councils The Process Since 1995 Superbrands’ rankings have provided an overview of sentiment toward brands operating in the UK. Adopting its current methodology in 2006, the research process canvasses the views of UK consumers, business professionals and marketing experts. This year, 3,219 brands were assessed; 1,588 business-to-business brands across 71 categories, and 1,631 direct to consumer brands across 81 categories. Brands never apply to be considered, each year all the key players within each sector are evaluated to identify the most highly regarded. The business-to-business brands were assessed by an independent expert council of 26 senior business-to-business marketing leaders, alongside 2,500 UK business professionals, all with purchasing or managerial responsibility within their businesses. A nationally representative sample of 2,500 UK adults voted on the consumer brands. As a secondary, quality control mechanism, 38 leading experts on the Consumer Superbrands Council also rate the brands, with any lowly appraised effectively vetoed from attaining Superbrand status. Combining two audience’s perceptions of the brands ensures the experts’ view, typically factoring in

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Using the Superbrands results to understand a brand’s equity or equity shift requires reviewing the detailed sector data over time to uncover underlying changes in performance. A brand typically has a range within which it fluctuates in the Superbrands ranking over time. This range tends to be determined by fundamentals such as the brand’s comparative physical and mental availability. Shorter-term impacts, such as levels of buzz, then influence the brands position within its range in a given year. A deviation to its mediumterm range, a de-coupling of movement compared to sector patterns, or an extended period of overall and sector rank improvement or decline, signifies a deeper underlying positive or negative brand equity shift. Naturally individuals are keen to explore the overall winners. In that regard the leading Superbrands have been fairly consistent over time, as you might expect. Strong brands do not rise or fall overnight, however with so many brands involved in the process and the voting percentage gaps between each brand small, a tiny voting shift can impact overall rank. It’s important therefore not just to monitor the absolute rank but the detail behind it. The Results In this year’s Consumer Superbrands top 20, just five brands differ from last year. Of those, Mercedes-Benz and Microsoft re-entered the leading group by reversing last year’s trend, bouncing back almost exactly the same number of places they fell last

time. In the case of Mercedes-Benz this continues its pattern of dipping in and out of the top 20. They featured in 2017, just fell outside in 2018, returned in 2019, marginally missed out last year, before returning once more to the top group this year. Rival BMW, also prone to bouncing in and out of the top 20, also returned to the elite group, placing 20th. Netflix entered the top 20 for the first time, moving up four to 18th, continuing its sure but steady rise up the rankings. Google, having missed out on the top 20 in the last three years, finally regained its place having been consistently in the leading pack prior to 2018. The only arguable surprise entry in the top group was first time top 20 brand, Lindt, which rose a significant 26 places. Conversely, falling out the top group was Cadbury. Also missing out this year were Häagen-Dazs, Emirates, Macmillan Cancer Support, Cancer Research UK and Amazon. In the case of Amazon, its top 20 position last year followed a two year absence, albeit it never falls too far. Its inability to cement a clear berth in the leading group however, shows that despite its ever growing importance and market position, especially over recent lockdowns, its still not translating this strength into universal adoration and respect among the British public. Rolex maintains its overall top position, while LEGO takes second place, up three from last year. It is the fourth time in five years LEGO has featured in the top three; the only time it missed out was last year, when it placed fifth. Visa falls one position to third, but extends its lead over Mastercard, which also retained a top 20 ranking in 16th, down three places from last time. PayPal joins the other two payment service providers in retaining its position in the top 20, securing 17th, down one. This year changes in category leadership occurred in only 17 of the 79 comparable categories. These include Hovis overcoming Warburtons in the competitive bakery category, Next eclipsing Ted Baker within the ‘Retail – Clothing & Accessories’

Appendix

sector and Tui, replacing TripAdvisors as the number one brand in the ‘Travel – Agents & Tour Operators’ segment. Despite difficulties in the market, Tui has perhaps benefitted from its size and resilience as well as a continued high profile over the crisis. Last year we noted that Samsung had for the first time in Consumer Superbrands ratings taken over Apple’s lead in the ‘Technology General’ category. We mused on whether this was a sustainable changing of the guard or a one-off. Alas for the Korean tech giant, the relative positions this year did reverse back although both brands remain tighly grouped together, with Apple in 6th and Samsung in 10th. Indeed, the gap in the percentage of the British public deeming each brand a Superbrand was only 1%, with 57% of voters believing Apple to be a Superbrand vs 56% of voters believing the same of Samsung. Last year we also noted that likely long-term shifts in the leadership of the ‘Media – TV’ and ‘Media – Radio & Music Streaming’ categories had taken place, with Netflix and Spotify replacing more traditional brands, the BBC and Capital FM, for the first time. As predicted these shifts were not one-offs, with both Netflix and Spotify retaining and indeed cementing further their primary positions in each category. An additional data point to Superbrands, introduced a couple of years ago, is the Relevancy Index, which is based on whether consumers believe an individual brand has gained or lost relevance compared with the past. This sub-index reduces the impact of longer-term goodwill on a brand’s scores and focuses consumers’ minds on current use and momentum. The top 20 in the Relevancy Index is almost exactly the same as last year, with a clear group of brands dominating, albeit in a slightly different ranking order. Netflix takes pole position in this sub-index, with Amazon remaining second and PayPal climbing two places to third. Interestingly, Samsung retains its position in the top 20 but Apple does not feature, once again. Entering the top 20 for relevancy are Tesla (12th), Zoom (13th), Microsoft (15th) and Oral-B (19th). Falling out of the leading group for relevancy were travel brands trivago, TripAdvisor and Emirates – no doubt hampered by the wider issues facing the category – and WhatsApp. Just missing out on the top 20 for relevancy were Dettol, TikTok, Quorn, Spotify and Moonpig. At the other end of the Relevancy Index were primarily failed or faltering retailers. Debenhams was ranked last in 1,630th, while Topman, Burton, Dorothy Perkins, Laura Ashley and Topshop were all in the bottom 10, which is not ideal for their new owners. Also in the bottom 10 are tabloids, The Sun and the Daily Star, as well as Pontins and Brylecreem. Almost mirroring the number of changes in the Consumer Superbrands top 20, the Business Superbrands top 20 saw most entrants retaining their position in the leading group, with just six changes. As with Consumer Superbrands, of those ‘new entrants’ many are brands that are typically close to, or dip in and out of, the leading group. These

Ranking

Consumer Superbrands Top 10

Business Superbrands Top 10

Rolex

Google

LEGO

Microsoft

Visa

PayPal

Dyson

Apple

Andrex

Pfizer

Apple

British Airways

Mercedes-Benz

Visa

British Airways

AstraZeneca

Coca-Cola

Samsung

Shell

Consumer and Business Superbrands Top 10 rankings

Ranking

Brands