After years of mergers and acquisitions, Cision, a global PR software company, needed to reorganize their companies (many of them well-known PR industry brands), communicate their unique ability to measure ROI in earned media, and position themselves for an IPO.

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Two months of research with customer focus groups in two countries, stakeholder interviews in six countries, and a survey of over 3,000 global employees followed, culminating in a workshop with Cision’s global leaders including their CEO and CMO.

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Vigorous debate led to alignment on a new brand architecture where all acquired companies would become services under the Cision master brand umbrella. We crafted a new mission, vision, and promise to employees, customers, and prospects, as well as a new brand narrative, video, and brand identity guidelines.

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In less than six months, the new Cision brand made its global debut with a Times Square takeover. All marketing materials were in place for Cision’s $2.4 billion IPO, the 2nd largest tech IPO of 2017. Cision stock appreciated over 80% in the first year post-IPO, and the company was sold to private equity.