Casestudies

Carlton & United Breweries

Carlton & United Breweries (CUB) has around 26,000 customer
venues around the country. We were engaged by them in 2000
to manage signage at these sites.

At the time, CUB had no coordinated national management
process for signage. Consequently, there were some question
marks over what signage they had, where it was located,
what brand image it portrayed and what condition it was in.

Despite this, the business was spending a lot of money on
these assets, without a measurable return. Following our
appointment., we put a five year plan in place to bring their
signage portfolio under control. One of the key components
of this strategy was a reduction in signage in the field of
around 50%. We also introduced national signage standards,
bulk procurement, and a strategy to display key brands in
key demographics on the remaining signs.

Since then, CUB has seen a significant improvement in brand
consistency. Annual signage spend has been reduced by
40% and a complete web-based database of all assets in the
field has been created. As a result, signage has become an
increasingly strong marketing asset or CUB, benefiting their
brand and therefore their business.

Despite this, the business was spending a lot of money on
these assets, without a measurable return. Following our
appointment., we put a five year plan in place to bring their
signage portfolio under control. One of the key components
of this strategy was a reduction in signage in the field of
around 50%. We also introduced national signage standards,
bulk procurement, and a strategy to display key brands in
key demographics on the remaining signs.

Since then, CUB has seen a significant improvement in brand
consistency. Annual signage spend has been reduced by
40% and a complete web-based database of all assets in the
field has been created. As a result, signage has become an
increasingly strong marketing asset or CUB, benefiting their
brand and therefore their business.

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