Tyco: Building a Brand around Safety and Security

Tyco International is a multibillion dollar corporation with a diverse range of business interests but with low awareness in China. The different divisions included Tyco Electronics, Tyco Flow Control and Tyco Healthcare, as well as its corporate branding initiatives. Tyco needed to raise awareness of these divisions across mainland China and among a variety of target audiences. Ruder Finn developed a unifying strategy that tied the different divisions together and positioned Tyco as an expert in safety and security. A strong media matrix and a targeted events schedule was also developed. The campaign resulted in reaching key audiences by achieving high-quality media coverage that included in-depth print and multiple television interviews. Tyco's brand as an international expert in safety and security resonated well with the Chinese market. Over a six-year partnership, Ruder Finn helped position Tyco’s brand and its business for steady growth in the Chinese market.