UK office space provider MWB Business
Exchange has launched a campaign designed to respond to a demand by businesses
for a stronger identity within the serviced office model.
The campaign last week involved taking a
‘dummy’ businessman to the Mayfair offices belonging to competitor Regus in an
attempt to highlight the ‘faceless’ side of the serviced office offer.
MWB says its campaign is a reaction to a
poll it commissioned among 500 businesses which showed 43 per cent of
respondents believe serviced offices are more about the supplier’s brand than
their own company identity.
MWB Chief Executive John Spencer said: “We
found that while location and great service are important, so is allowing
businesses to have their own identity.” Ninety-three per cent of those polled
said they wanted an office to ‘wow’ their clients.
“That’s why, unlike our rivals, we don’t
cover our serviced offices with our name. We tell our clients ‘it’s your space,
not ours’,” said Spencer.
Spencer has challenged competitors to match
MWB’s “commitment to give clients their identity back”.
MWB Business Exchange is the second largest
operator of serviced office space in the UK with a portfolio of 70
centres, which include 300 meeting and conference rooms.
Association of Serviced Apartment Providers (ASAP)
recently claimed demand for serviced apartments had increased last year, with
London showing an average overall occupancy of 89 per cent (up three per
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