The document outlines Ramboll's advertising concept and goals which include improving their brand impact and visual tone of voice, creating stronger alignment across the company, and connecting high-level image ads to more specific tactical ads while increasing the concept's shelf life to 2-3 years. It also provides background on Ramboll's ad family structure with different levels of branding from corporate to market, employer, project, product, and event promotion.

1. ADVERTISING CONCEPT
BRIEFING

2. What we wanted to achieve with the renewed ad concept:
1. Improve our brand impact (visually + tone-of-voice)
2. Create stronger alignment across Ramboll
3. Connect high level image ads with business specific/tactical ads
4. Increase concept shelf life (min. 2-3 yrs.)
BACKGROUND

3. RAMBOLL’S AD FAMILY
Level 1:
Corporate branding,
multi-discipline
Level 2A:
Market/service
branding
Level 3A:
Project branding
Level 3B:
Product branding
Level 3C:
Event promotion
Level 2B:
Employer
branding
Level 3D:
Job adverts

4. CORPORATE BRANDING (L1)

5. CORPORATE BRANDING (L1)

6. CORPORATE BRANDING (L1)

7. CORPORATE BRANDING (L1)

8. CORPORATE BRANDING (L1)

9. MARKET BRANDING (L2)

10. MARKET BRANDING (L2)

11. MARKET BRANDING (L2)

12. EMPLOYER BRANDING (L2)

13. EMPLOYER BRANDING (L2)

14. EMPLOYER BRANDING (L2)

15. EMPLOYER BRANDING ONLINE (L2)

16. EMPLOYER BRANDING (L2)

17. PROJECT/PRODUCT BRANDING (L3)

18. EVENT PROMOTION (L3)

19. THANK YOU