Training provider Amacus appointed Emmerson Marketing to create a campaign that helped drive awareness of its core business offer of training. It would also communicate the three distinct yet complementary business strands that came under its ‘umbrella’ brand, namely Employability, Leadership & Management and Workplace Health.


After a period of consultation with the Amacus team, we developed a strong campaign strapline ‘Train. Develop. Succeed.’ that succinctly encapsulated the nature of the business but, equally, worked on another level to promote that Amacus helps…


TRAIN – helps to re-skill and up-skill people to give them the ‘assets’ to get into/re-enter employment or helps educate workforces about good business practice


DEVELOP – helps to enhance the qualifications and skill sets of existing employees to progress to the ‘next level’


SUCCEED – ultimately, Amacus supports individuals and businesses to achieve their goals and objectives


The ‘Train. Develop. Succeed.’ campaign balances a strong typography with impactful imagery – aspirational, contemporary photos of ‘real’ service users who have benefited from the programme. They are confident, positive, and inspired as a result of working with Amacus.


The brand is designed to also have a level of flexibility built into its approach – so depending on the audience or communication content, we can highlight one particular word from the

‘Train. Develop. Succeed.’ slogan to further refine the creative concept. For example, the word “Develop” can be used in the creative that is specifically aimed at promoting positive workplace health and well-being amongst the target audience.

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