Cushman Wakefield

Using the position of incumbent to bring insight to life

Scope

Growth and winning work Clarity and direction / Sustaining ambition / People and processes / Collaboration / Innovation / Brand idea / Brand communications

Sector

Architecture and Property

Background
3M Company was inviting submissions to act as the Real Estate Service Provider for its Europe, Middle East and Africa (EMEA) portfolio. It required Real Estate Services that include transaction management, portfolio optimization and strategic planning support. It was 3M’s intent to select a single service provider to deliver the referenced services, and to enter into a mutually beneficial partnership with the best qualified and positioned service provider.

Brief
Cushman Wakefield were the incumbent contractor, having had a long-established relationship with 3M internationally. However, this relationship was not ‘single service provider’ or true ‘partner’. As with any tender situation, where the bidder is incumbent, we need to find new ways of telling familiar stories, yet add new, vale for the future opportunity. 

Solution
We supported the bid team in creating a proposition that reinforced the previous and ongoing relationship, whilst playing back ‘experiential insights’ from years of working together, that few other bidders would know. Our ‘Dialogue’ narrative wove this insight into a mutually beneficial partnership model, that would build on the heritage of the relationship to date whilst offering future value. Cushman Wakefield were retained.