3i Showcase

3i, a world leader in private equity, commissioned a speculative approach from Stardotstar to improve ideas and knowledge sharing within 3i’s marketing and help drive best practice in rolling out 3i’s new globally brand identity.

3i has offices spread internationally commissioning hundreds of marketing items over the course of a year. Co-ordinating and overviewing what is being produced nationally is a difficult enough job but when those marketing activities are multiplied globally, then it becomes an almost impossible task.

How can a brand team or manager effectively overview what has been done to ensure consistency but also brand fidelity? Are the brand guidelines being adhered to or developed too quickly or inconsistently around the world? Do the Italian pieces look part of the same German, English or American pieces? What worked from a brand point-of-view and which pieces of collateral were seen as a success from a business angle? Which supplier company did that great event in Argentina? How do costs vary from item to item, event to event?

3i Showcase acts as a shared global marketing collateral memory. It’s a easy to use, simple to search and easy to see way of over viewing what print, video, events, and exhibition collaterals have been created to support 3i’s business lines in various sectors globally.

By enabling 3i’s marketers, for the first time, to see what their colleagues have done in other continents and sectors. Showcase has supplied inspiration and reference for future campaigns and commissions by it managers and invited design suppliers. It’s allowed 3i to reuse and refine successful ideas and approaches where appropriate but also overview which suppliers excelled at what services in across what countries or regions.

The end result benefits both marketing teams and their external agencies – and has seen a notable improvement in the quality of work being produced.