Laing O’Rourke
Constructing a new brand story for an industry leader
Challenge
Laing O’Rourke is on a mission to be the recognised leader for innovation and excellence in the construction industry by 2025.
We helped the business take a giant leap closer by defining a clear and compelling global value proposition that spoke to its clients, was true to its values, and stood out from the competition.
Insight
We identified two pillars for the value proposition. Firstly, Laing O’Rourke innovates with purpose. Secondly, with 40 years’ experience, it knows how to drive value. This resulted in the value proposition ‘Delivering certainty through the power of experience’.
Create
We brought the strategy to life using creative messaging coupled with imagery of real-world examples of their experience in action. This highlighted their expertise and ability to leverage the right tools to deliver excellence for clients and the industry.
Activate
With our value proposition as a foundation, we produced an internal toolkit that explained the
what, why and how behind the new story to help gain crucial buy-in from thousands of Laing O’Rourke employees worldwide.
“bbp helped us develop a new global value proposition that resonates for our clients, and reflects our people’s determination to be the champions of a vital but undervalued sector. It’s been exciting to put into use.”
Josh Murray
Group Director of People, Corporate Affairs & The Office of the CEO