CS Designworks creates global
ad campaign for C&W.

A world of competition
When CS Designworks was called in to pitch Cushman & Wakefield’s global advertising campaign, we were up against firms from around the world. For all of us, C&W’s assignment presented a unique challenge. C&W is the world’s largest privately-held commercial real estate firm and, as such, their communication needs to stretch across geographic boundaries, cultures and languages.

Setting the stage
C&W’s directive was clear. First, the campaign needed to convey the full scope of C&W's service offerings and its vast international presence. Second, the campaign had to translate across multiple international platforms. Third, the messaging, although uniform in overall theme, needed to provide flexibility in content and expression. Finally, the campaign had to be modular in design in order to be incorporated into C&W’s new web-based portal.

A simple yet powerful message
“I have been working with Nick for over 20 years,” says Celine Clarke, Executive Managing Director, Global Corporate Communications, Cushman & Wakefield. “I can always count on him and his team to come up with sound design solutions for C&W. No one knows us better than Nick,” says Clarke. Although design directions were presented by numerous creative agencies, CSD’s concept clearly resonated with C&W. “No matter the implication – whether featuring a service line, highlighting a geographic business area, identifying a real estate issue, or addressing a targeted industry – the ‘We’re There’ campaign worked equally effective,” says Nick Chiechi, Principal of CS Designworks. In addition to crafting a new corporate tagline and custom copy for a myriad of uses, CSD uniquely branded the ads by imbedding C&W’s logo within each photo.

A comprehensive and successful solution
All told, CS Designworks produced 31 individual ads for C&W. We also developed a usage manual for the campaign and supplied C&W with all the source files so they could be added to C&W's “brand box” tool. “As usual, CS Designworks came through with flying colors,” says Clarke. “The ease of implementation by my global offices along with the powerful messaging has made this one of C&W's most successful campaigns.”

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