Walter Construction Group

From ‘troubled builder’ to ‘ideal business partner’, this is a remarkable re-positioning story.

BRIEF

The task was to re-brand and re-position Concrete Constructions a part of the international Walter Construction Group, following acquisition by the German-based Walter Bau – AG, and years of damage to the Australian brand.

SOLUTION

This six-year engagement included work such as:

• advanced perception modelling of key audiences
• master strategy development and brand creative
• issues & media management
• business unit intelligence analysis and planning
• integrated marketing communication campaigns
• internal cultural change & communication programs
• day-to-day business development support services
• ‘sentiment’ tracking research at regular intervals

The company was effectively positioned as a reliable, cooperative and innovative contractor with key clients and stakeholders.

Moreover, a high level of esprit de corp in staff and workforce was cultivated from a very low point as the change strategy was wholeheartedly embraced.

Most importantly, this integrated strategy enabled the company reduce its reliance on the ‘hard dollar’ tender market and to negotiate a greater proportion of partnerships and joint venture developments.

As one prominent industry figure put it years later, “that was possibly the clearest case of a self-fulfilling prophecy I have ever seen.”