When Katie Powell joined Ordnance Survey in February 2014 as chief marketing officer, she was already firmly on the marketing map – she had an established reputation as the marketer who launched the Thomson Reuters brand and the creator of maternity jeans brand Mama Jeanius. But Powell’s new role proved to be her toughest challenge yet.
Marketing at Ordnance Survey had a low profile, with the brand widely seen as backward-looking and out of touch. Powell built a new marketing function, stretching across B2G, B2B and B2C markets.
Ordnance Survey became OS. The brand launched in February 2015, with new values, mission, logo, marketing collateral, digital products and websites. Paper-map sales increased for the first time in a decade and two months after launch website traffic had increased by 150%.