Clarity from complexity

Spirent, a UK plc focussed on test and measurement in the telecommunications sector, came to Babel seeking to clarify its public positioning in a highly complex market. It had been concentrating on promoting solutions to customer requirements with a bewildering array of individual products but the company had difficulty establishing higher level relationships in which target customers would recognise Spirent as a key partner.

Using the analogy of Harry Beck's schematic simplification of the London tube map, Babel PR helped the company to clarify its messages around key industry themes and solutions that bring together the full range of products offered by the company. Those themes have been used to position the company at the centre of a revolution in the rapidly converging telecommunications market. Spirent is now seen as a company with core resources and intelligence and is increasingly sought in a consultancy role rather than simply as a provider of specific solutions.

Media coverage has increased dramatically and Spirent is now regularly featured in its key target media including the Financial Times, The Guardian, Reuters, IT Week and Computerwire.