The London Stock Exchange Group (LSEG) has undergone a striking transformation, growing from a £2bn company in 2021 to an £8bn enterprise in just three years. This explosive growth, largely driven by high-profile acquisitions such as its £29bn purchase of Refinitiv, prompted the organisation to reimagine its brand identity.
A New Era for LSEG
Speaking at the IAA B2B Brand Summit in London, Chief Marketing Officer Amie Stankiste described how the wave of acquisitions reshaped LSEG into a “completely new business.” This rapid evolution, however, created confusion. Externally, many still perceived LSEG as synonymous with the London Stock Exchange, despite this segment contributing a mere 3% to the group’s overall revenue. Internally, the fragmented identity of over 20 disparate brands posed challenges for unity and scalability across a workforce of more than 25,000.
“Our challenge was to take over 20 brands, each telling a different story, and simplify it,” explained Stankiste.
Building Cohesion
The solution began with a fundamental rethink of LSEG’s brand architecture. The group positioned itself as a “powerful parent brand” with six core sub-brands, each representing areas of expertise that delivered the most value to its global customers.
This new structure was followed by an ambitious rebranding effort that touched every aspect of the organisation. “From sales materials to product interfaces and operational documents, we rebranded thousands of touchpoints,” Stankiste said.
The shift was met with little resistance internally. Stakeholders quickly recognised that a simplified and cohesive brand was crucial for growth and efficiency. As Stankiste put it, “You can’t scale when you have so many brands telling completely different stories.”
Taking Risks with a New Market Approach
With its new identity established, LSEG faced the challenge of communicating its rebrand to a global audience. The team partnered with advertising agency Droga5 to create a bold campaign aimed at breaking away from the traditionally conservative image of financial services.
The campaign leaned into personality and humour, poking fun at misconceptions about LSEG’s name and scope. “We wanted to make the brand approachable and highlight that we operate in over 170 countries, not just in London,” Stankiste said.
Acknowledging the risks of using humour in a global campaign, the team rigorously tested the concept across cultures. The final advertisements were deliberately simple and impactful, ensuring clarity and adaptability across different languages and regions.
A Moment of Pride
The external campaign launch was paired with an internal “super-stream” global town hall, uniting all 25,000 employees. Leaders from around the world introduced the new campaign and unveiled updated company values.
Reflecting on the event, Stankiste described it as one of the most nerve-wracking moments of her career. But her fears were unfounded: the campaign received widespread applause and sparked a palpable sense of pride among employees.
“For the first time, you could feel that people belonged to LSEG,” Stankiste said. Staff eagerly shared photos of the campaign on buses, taxis, and billboards worldwide.
Lessons Learned
While the rebrand was ultimately a success, Stankiste admitted that the process was intense. “The project kicked off just three weeks into my role, and we didn’t yet have a head of brand. If I could do it again, I’d assemble the full team from day one,” she noted.
Despite the initial challenges, the rebrand marked a turning point for LSEG. “It was a joy to be part of the culture at that moment because you could feel the shift,” Stankiste said. “People finally understood the work we do—and they were proud of it.”
Through clarity, boldness, and a focus on its people, LSEG demonstrated the power of a unified brand to drive not only external impact but also internal pride and cohesion.
Source: https://www.marketingweek.com/simplify-rebrand-acquisition-b2b/
