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GXS operates a highly reliable, secure global network services platform enabling more than 30,000 businesses, including over half of the Fortune 500, to conduct business together in real time. Following its buy-out from General Electric Company in June 2002, GXS sought to redefine its brand and launch a communications campaign to take the company forward in its new guise.
To make the most of its new independence, GXS was keen to begin cultivating the media and ramp up educating key press in vertical and trade media and analysts before the launch of its flagship product. In particular, it wanted a strategic pan-European communications campaign that was consistent across all territories but without the complexity of managing dispersed agencies in each territory.
Creating a personality for GXS that would have resonance with the media was an important first step. Generating opportunities for explaining GXS’ commercial activities, goals and contribution to the industry was achieved through face to face and telephone briefings. Pan-European press tours were organised to introduce VP-level spokespeople to key media, while opinion articles were used to establish GXS as an intelligent commentator and industry thought leader.
GXS’ flagship product, the Trading Grid, represented a fundamentally different approach to doing business, both for the industry and for the company itself. Launching the product and communicating both the business and technology stories behind GXS’ new offering spearheaded the next phase of the strategy.
All aspects of the pan-European campaign were managed from Harvard’s UK office using our own multi-lingual staff and long-standing continental press contacts.
GXS’ media success has enabled it to rise to the forefront of its industry, capturing new customers and ensuring competitors sit up and take notice. Smooth co-ordination of media activities across Europe facilitates a growing global awareness of GXS’ capabilities, aims and views on the industry.
As commercial success in Europe has continued to grow exponentially, so the media in each key territory have become more attuned to the GXS story, turning to it for expert comment and objective insight into the industry. Each new local customer win continues to resonate with local media, enhancing GXS’ burgeoning reputation and ensuring the virtuous cycle of success continues.
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