Positioning Drees & Sommer UK as a confident evolution

  • Public Relations
  • Stakeholder Engagement
  • Creative
  • Digital

Brief

Following its acquisition of UK-based AA Projects, German real estate consultancy Drees & Sommer needed a communications strategy that went beyond a standard rebrand. The aim was to phase out the AA Projects name while launching Drees & Sommer UK, reassuring stakeholders that the qualities that made AA Projects successful would not only remain but improve within the larger organisation. The core objective: 100% client retention, while highlighting the benefits of joining a global powerhouse with enhanced capabilities.

Challenge

Brand transitions carry risk, particularly across borders and cultures. This project needed to address three main concerns:

  • ·Stakeholder Uncertainty: Reassuring clients that service, relationships, and values would remain intact.
  • Internal Cohesion: Ensuring AA Projects’ 230 employees understood their roles and future within the new entity.
  • Market Positioning: Clearly presenting Drees & Sommer UK as a stronger, more capable player in a competitive market.

The task was to shift perceptions from uncertainty to excitement, framing the acquisition as a strategic expansion – not a loss of identity

Influential developed a multi-channel campaign to address each challenge:

  • PR Strategy: Focused on credibility and authority. Sector-specific media briefings and content, a lead interview in Building magazine, and set-piece presence at industry events like Housing and UKREiiF helped position the merger as a strategic enhancement. Thought leadership content supported credibility.
  • Creative Development: Ensured visual consistency and respectful brand integration across exhibitions, collateral, and client touchpoints. Videos and reports showcased leadership and joint expertise, reinforcing trust and continuity.
  • Digital Engagement: Combined paid and organic strategies to reach targeted audiences. LinkedIn and InMail campaigns reassured existing clients and introduced prospects to the new value proposition, with strong tracking and optimisation throughout the launch.

Solution

The
Solution

Results

The integrated campaign met all core objectives:

  • Client Retention: Communications emphasised continuity and growth, reducing attrition and encouraging exploration of new services.
  • Market Growth: Messaging attracted new prospects, supporting business development.
  • Team Morale: Clear internal messaging and career opportunity framing preserved morale and unity through the transition.

The campaign successfully positioned Drees & Sommer UK as a confident evolution – not just a corporate rebrand.

More Work

View all