Avison Young ‘Same people, same expertise, different name’

Who they are

Avison Young is the world's fastest-growing commercial real estate services firm, with 120 offices operating across 20 countries.​

16%

INCREASE IN SHARE OF VOICE FOR THE MANCHESTER OFFICE AGAINST FIVE OF ITS COMPETITORS

15%

INCREASE IN SHARE OF VOICE ACROSS THREE CITIES

20%

INCREASE IN AVERAGE MONTHLY TWITTER ENGAGEMENTS

The project

GVA became Avison Young in February 2019.​ At this point, Active Profile had been working with GVA’s Liverpool office for four years and the Manchester and Leeds offices for a year. We knew the teams well, but many in the market were not familiar with the Avison Young brand and were unsure what the acquisition meant for the existing GVA team and the projects it was working on.​ This sparked the beginnings of the #WeAreAvisonYoung campaign.​​ Our brief was to re-establish the team’s position in the market – they were still the same people, with the same expertise, but now on an international platform.​

Objectives

  • - Reiterate Avison Young’s merger with GVA and its people and services
  • - Establish key people as Avison Young employees​
  • - Realign spokespeople with their services as part of Avison Young​
  • - Establish Avison Young as a leader in property advisory services in the UK​
  • - Re-promote key GVA projects as Avison Young projects ​

“ACTIVE PROFILE UNDERSTANDS THE DNA AND THE CULTURE OF OUR BUSINESS. THE TEAM PROVIDES US WITH STRATEGIC THOUGHT LEADERSHIP OPPORTUNITIES, AS WELL AS INTRODUCING US TO KEY PARTNERS, PROVIDING US WITH THE OPPORTUNITY TO EXTEND OUR NORTHERN REACH AND TIE LOCAL ISSUES INTO THE NATIONAL AGENDA. THEY SUPPORT US AT IMPORTANT EVENTS LIKE MIPIM AND ARE ALWAYS AVAILABLE TO GIVE US GOOD ADVICE WHEN WE NEED IT.”

STEPHEN COWPERTHWAITE, PRINCIPAL AND MD AVISON YOUNG (LIVERPOOL)

The solution

We identified key spokespeople in Liverpool, Manchester and Leeds and worked with them to raise their individual profiles as well as that of Avison Young. ​ We have successfully positioned Avison Young colleagues at key events and through thought leadership, in national, regional and trade publications.

We have also been focusing on positioning principals and directors alongside city leaders and influencers, especially at key events like MIPIM Cannes​.​ A bank of social tiles were also produced aligning the spokespeople with key messages and themes.

The result

Coverage achieved in key regional and industry titles including The Times, Property Week, Place North West, North West and Yorkshire Business Insider, The Yorkshire Post, Liverpool Business News, SHD Logistics and the Manchester Evening News.​​ Successful social media campaign to communicate the Avison Young rebrand.​

Thought leadership and analysis pieces in key publications and supplements for Property Week and for regional publications including front page coverage in the Yorkshire Post.​​ Positioned at key industry events such as MIPIM panel discussions, The BusinessDesk round tables and EG Question Time.