Fisons is a household name in Britain but no one associated the brand with one of its major business areas.

Through a history of mergers and acquisitions, Fisons owned the three major scientific equipment distribution businesses in Britain, supplying industry, research, universities and schools.

Restructuring at the company's Loughborough headquarters resulted in a need to phase out the distribution company brand names of Gallenkamp and FSA. Within eighteen months they would be replaced with the single brand name Fisons. The existing brands competed with one another, despite being serviced from the same warehouse.

Imarco's challenge was to propose and implement a programme of re-branding - without significant loss of revenues from the combined businesses. The re-branding was to be a progressive.

The campaign message 'First name Fisons', was chosen to address all the issues - both internal and external - within three words.

Activities included: attitudinal research, staff seminars and briefings, exhibition design and displays, progressive message development mailings and sales support materials. Sales presentations and systems, advertising, press relations and literature production.