Agentrics

Situation: The World Wide Retail Exchange (WWRE), a client of Stanton Communications since 2002, agreed to merge with a competitor, Global Net Exchange (GNX) in April 2005. They combined their technology solutions into a single platform to connect global retailers, manufacturers and their business trading partners to more efficiently and effectively share information and manage work processes. The new organization would serve as the definitive business platform and industry exchange for the global retail community. The announcement of the merger and follow-on communication was critically important in maintaining each entity’s existing customer base and increasing adoption of products and services as a new organization. Buy-in from the industry analyst community and existing customers as well as favorable media coverage of the merger was essential to the new organization’s success.

Program: Stanton Communications engaged representatives from the combined communications departments and senior leadership in its Matrix Communication Planning Process. Through this process, the organization was able to develop its new brand identity, product positioning and communications plan. The process enabled the two global organizations to unite with a common voice.

Results: The merger was announced in April 2005 at a global media teleconference in conjunction with an international industry event. The announcement was carefully constructed after pre-briefing key analysts and engaging important customers from both organizations. An exclusive in The Wall Street Journal in advance provided coverage on the day of the announcement. The Matrix process enabled the organization to provide consistent and complementary messaging to employees, customers, vendors, media and analysts throughout the merger process. The final brand identity was unveiled in November 2005. Today, Agentrics stands as the premier forum for collaboration in the retail and consumer goods industry worldwide. The company remains a Stanton Communications client for corporate counsel and media relations.