The challenge
The Government-owned Defence Evaluation and Research Agency (DERA) was split, with one part being made a public company, in 2001. The branding was carried out by The Partners. I wrote the launch brochure and a number of the internal messaging pieces.
What we did
Produced a piece on how QinetiQ refused to rule out the so-called ‘impossible’.
What happened next
The name was mercilessly attacked by Private Eye magazine. Though the name was derived from ‘kinetic’, I like to think it had more to do with Bond’s Q. Pay attention 007.
