Propaganda Brand Consultancy has rebranded James and James Fulfilment to J&J Global Fulfilment as the company targets international growth alongside a focus on supporting ecommerce business to manage the risk, complexity and cost associated with scaling domestically and internationally. Propaganda will continue to deliver brand strategy, PR and creative services to J&J as part of an ongoing retainer. Notably J&J is the first new client in the logistics and fulfilment space Propaganda has announced since the end of its 14 year partnership with Clipper after they were sold to GXO for £965m.
Having undergone Propaganda’s Brand Discovery™ consultative process – which provided Propaganda with the strategic insight and direction to reposition J&J – the rebrand is a natural progression for the business to support its next planned growth stage and future ambitions. Work carried out by Propaganda includes a new corporate identity, website, a print and digital brand campaign and the development of a new consultancy service proposition. The brand refresh reflects the business’ dedication to becoming a true partner for its customers, providing world-first tech, 24/7 real-time data and insights to increase efficiency and profitability and people-powered fulfilment services to help them reach their true growth potential.
Richard McMurrough, Director at Propaganda said “The seismic shifts that have occurred across retail and ecommerce over the last decade are proof that this sector never stays static. In order to stay ahead, it is vital for businesses to evolve alongside the industry. Through our in-depth research and customer and market interrogation, we were able to identify J&J’s key strengths; their ability to provide the technology, knowledge, and infrastructure to enable growth and operational excellence for their clients. Our rebrand perfectly positions J&J as a true partner for ambitious ecommerce businesses.
Laura Kynaston, Managing Director at Propaganda said, “The results we delivered for Clipper over the span of a decade and a half are well-known and they speak to the team’s ability to go above and beyond client expectations. After transforming Clipper into the UK’s retail logistics market leader and supporting its successful sale to GXO, we were looking forward to tackling a new challenge in the sector. We were approached by several logistics businesses keen to recreate this successful partnership but it became clear from early on that J&J was the right fit for us. We are excited to continue working with them and look forward to a long-term partnership.”
Emma Dempsey, J&J CEO said, “I’ve worked with Propaganda in the past, so when we were reconsidering our brand at J&J, I knew that they were the right team to bring on board. Propaganda have really captured the essence and energy of our business in the rebrand and I am looking forward to working with the team to help drive our growth over the coming months and years.”