Fresh Group launches new approach on back of automotive win

An event agency has unveiled its new brand strategy.

The fresh Group will deliver Hyundai’s 2016 dealer conference in January as part of its tactical drive to break into new sectors.

The group has stated its objective for 2016 is to deliver client’s ambitions by being brave and honest. A spokeswoman for the group said a new strategy included continued investment in its accounts team over the long term.

The conference will take place at the Park Plaza Hotel, Westminster Bridge, London. There will be 400 delegates in attendance at the conference, which will be made up of dealer principals, dealers, guests, agencies and head office colleagues.

The fresh leadership team worked with Business Transformation Consultant Lee Harris to carry out competitor research and gather feedback from clients. It also conducted interactive workshop sessions with team members from across the business, exploring the differentiators of the business and its future direction and ambitions to create the new brand strategy.

Patrick Howells, fresh’s managing director, said: “At this point in fresh’s journey, almost eleven years since being established, there was a need to articulate a unified brand proposition and strategy – born out of our history but also fit for the future vision of fresh. There was considerable work done in gaining a better understanding of what our creative offering means to clients, team members, suppliers and competitors alike. This has resulted in what we feel is a really strong strategy and positioning, which the entire team has been involved in creating.”

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