Arcadis

Arcadis

The Sustainable Cities Index

B2B Marketing Awards


Best Use of Thought Leadership

CorpComms Awards


Best International Campaign

International Building Press Awards


Best Business Communications Campaign

The Sustainable Cities Index

Our Sustainable Cities Index campaign for Arcadis delivers $24 million in annual sales.

Strategy

Arcadis – a multi-billion dollar design, engineering and consultancy firm – needed a signature campaign that would help unite all of its companies, spread across 70 countries, under its new global brand. Following a series of acquisitions, Arcadis needed to provide clarity on what the new integrated business stood for and generate conversations with the C-Suite, senior city planners, and policymakers.

Arcadis had identified cities as offering a major opportunity for growth, and required a sales drive targeted at urban centres globally. Using our 4D strategic ideas process, Man Bites Dog identified Arcadis’ sustainability expertise as a key differentiator that would provide an opportunity for an integrated campaign built on a new sustainable cities proposition.

Campaign

Man Bites Dog positioned Arcadis as a pioneer in urban sustainability by inventing The Sustainable Cities Index. The Index assessed, for the first time, the performance of 50 cities worldwide in relation to 20 separate economic indicators relating to people, planet and profit, to create an indicative ranking. This provided an opportunity for expert insight from Arcadis consultants across the world.

Man Bites Dog developed a compelling global narrative from the data, which proved that global cities are failing to balance the three pillars of sustainability – prioritising profit and planet over the needs of people – and brought this to life through multimedia content and a united visual identity.

Videographic still world and buildings

Impact

The Sustainable Cities Index remains Arcadis’ most commercially successful campaign to date. It was so popular with consultants, clients, prospects and the Arcadis leadership team that the campaign was extended for five years and was established as the firm’s signature annual campaign, focusing on a new theme each year.

In its first year, the campaign generated widespread international top-tier media coverage, attracted unprecedented online interaction, and boosted the company’s sales pipeline by more than $24 million. Subsequent years have brought continued commercial success.

The campaign firmly established a differentiated identity for the Arcadis brand, and the consultancy is now seen as leading the field of urban sustainability.