When a successful telecommunications company began making plans for the acquisition of a specialist IT services business, and the creation of a new company positioned to exploit the fast-developing capabilities of private cloud computing, they recognised that additional brand and marketing skills would be required to complement their internal teams.
Following initial scoping reports and a top-line proposal, The Briefing Room were appointed to provide marketing planning and budgeting; brand management, agency direction and marketing communication guidance – along with internal team co-ordination and overall project management services.
February 13th saw the launch of Cloudxl – the result of the merger between Actimax Ltd and Network Resource Group (NRG) – a company on a mission to make the benefits of private cloud more accessible to a larger number of UK organisations.
Cloudxl, which is headquarted in Basildon, is backed by private equity firm Synova Capital. Synova believes cloud computing will become increasingly mainstream in 2012, but adoption is being held back by a lack of confidence from potential users. It sees huge commercial potential in providing companies with a more straightforward approach to making the transition to cloud. Synova identified Actimax and NRG as award-winning businesses in their respective markets that together offered the right combination of expertise and experience to meet this demand.
Cloudxl launches with a team of over 100 and a turnover in excess of £20 million. It services over 1000 clients, including The Historic Royal Palaces, The Natural History Museum, The All England Lawn Tennis and Croquet Club (Wimbledon Championships), Swan Housing, Towergate and many leading local authorities. These organisations will continue to receive the service provided from Cloudxl’s constituent companies, as well as benefiting from a wide range of new services brought about by the merger.
Speaking about Chris Ellis’s involvement on the project, Cloudxl Sales & Marketing Director David Parry commented “We engaged Chris to help us with the planning and management of our new Brand and marketing program for the launch of Cloudxl. This included his management of internal staff and our external agencies, as well as delivering our marketing plans for 2012.
"Chris is an absolute professional, rigorous in his attention to detail and very effective in getting results from the internal project team and from external teams working in our brand consultancy, PR agency and Search Marketing company.”
Following the internal launch and trade announcements, Cloudxl is now rolling out integrated brand communications and lead generation programs spanning events, e-marketing, PR and telemarketing as planned. The programme kicks off at the Housing Technology event in Birmingham on February 23rd where a special ‘Insight’ report will be revealed looking at the implications of cloud computing and service delivery for social landlords and housing associations. Copies of the report will also be available to download.
Speaking about the role played by The Briefing Room Chris said “It’s a great endorsement of the skills, knowledge and experience we can bring to a project like this where branding, marketing planning, brand communications and resource management are critical success factors. I’ve enjoyed working with all the teams and we’re all delighted with the launch of Cloudxl. The marketing team will continue to seek my input over 2012 and I will be keen to see how brand recognition and the sales pipeline build as we gain momentum in the marketplace.”
For more information visit www.cloudxl.co.uk
About The Briefing Room Ltd
The Briefing Room Ltd provides marketing strategy, brand creation and brand communications support to businesses, entrepreneurs and agencies. A full portfolio of creative services and specialist marketing skills can be commissioned through our extensive network of trusted partners. The Briefing Room can provide primary contractor commissioning status or work alongside existing creative teams.
Managing the integrity of brand communications across multi-channel marketing can become a fractured process, and the need to maintain consistent brand communications is vital to long term brand building, which will deliver competitive advantage in a crowded market place.
Companies looking for an experienced consultant with the strategic skills to develop relevant brand and marketing strategies and then follow through with on-brand sales and marketing campaigns will find The Briefing Room the ideal partner for their business.
Prior to setting up the business Chris Ellis held directorships in leading Cambridgeshire agencies and started his career in creative services with the launch of Design Week magazine in 1986 with Centaur Communications.
The Briefing Room harnesses 20 years blue-chip integrated brand experience which saw Chris working for some of the top brand teams in the UK, including Disneyland Paris, Legal & General, Barclays, Associated British Foods (including working with Ken Hom on his eponymous range of stir fry sauces and microwavable rices), Norwich Union, American Express, BT, Parker Pens and Siemens.
Since setting up The Briefing Room in 2005, Chris Ellis has worked with a number of local clients including The Workplace Law Group, CDT, Restaurant Alimentum, Cromwell Business Systems, Disposable Medical Instruments, Suttons Performance Packaging Ltd, Timestrip and PBD Training & Development.
For more information visit www.thebriefingroom.co.uk