BSI Appoints New Agency Partner as Brand Refresh Takes Shape

BSI, the business improvement and standards company, has appointed a new global creative and media agency to develop a new digital brand campaign to redefine and reevaluate the awareness of the BSI brand, following a major transformation of the organisation’s strategy, culture and brand. 

The Ninety-Niners were selected following a competitive process to develop a new global creative platform and advertising campaign to raise awareness of BSI's strategic services and purpose to accelerate progress towards a fair society and a sustainable world.  The campaign will launch in the UK initially in 2024, followed by other key international markets, such as the US, in 2025.

The objective is to develop and deploy a cut-through campaign to change perceptions of BSI, from being seen as a technically specialist organisation, known for quality assurance and the BSI Kitemark, to becoming a strategic business partner providing organizations with the confidence to grow as they help them to tackle society’s critical issues.  

The partnership comes as BSI launches its new future-facing brand positioning and creative expression in the UK, with a global roll-out to follow. The new brand focuses on how BSI partners with clients and stakeholders to build trust and accelerate progress for the long-term benefit of all. It highlights how, by shaping thinking on important issues and creating the environment and solutions to address them, BSI can be an agent for positive change towards a sustainable world.

The new visual identity includes a nod to BSI’s over a century of history, with an 'opportunity lens' drawing on the shape of the BSI Kitemark. 

The Ninety-Niners, whose clients include prominent brands such as Lloyds Banking Group and Diageo, are an independent agency with a full service, collective-based model. They have selected December19 as their media planning and buying partner for the task. 

David Brannigan, chief marketing officer, BSI said, “We are delighted to be partnering with The Ninety-Niners to showcase our future ready brand globally and make a positive impact together on the world. Our unique purpose provides us with the opportunity to take on society’s greatest challenges and make a measurable impact. The expertise and skill The Ninety-Niners can bring to the table will help us achieve this.”

Ant Hopper, co-founder, The Ninety-Niners, said, “We are delighted to be working with the BSI team to help reintroduce their incredible organisation to progressive business leaders all over the world. We’re also pleased to prove again that we can be an attractive alternative to the traditional agency networks, as our 99Collective enables us to assemble bespoke teams of world-class talent, across disciplines and geographies around clients’ needs.”

Tuffon Hall Consultancy supported BSI with the process. There is no incumbent agency.