Mace Group enlists blue-chip agency for rebrand

Mace Group has hired an international creative agency counting Amazon and Netflix among its clients to help the contractor change its name, Construction News can reveal.

London-based Koto’s portfolio, as listed on its website, includes projects for global brands such as Airbnb, Amazon, Google, Microsoft, Netflix and WhatsApp.

An exact timeline for the process is still to be confirmed, although Mace previously said it expected to complete the rebrand later this year.

On 5 March, the group completed the separation of its consulting arm, following the latter’s acquisition by Goldman Sachs Alternatives for an undisclosed sum.

The deal means that Mace Group is a standalone contracting business, trading as Mace Construct until the rebrand is completed.

Speaking to CN earlier this month, chief executive Jason Millett said the ambition to rename the construction business goes hand in hand with the consultancy arm’s separation.

“We see this as very much an opportunity to say, ‘Yeah, let’s do something fresh. Let’s start something new by having a new vision and a new brand.’

“You know, you don’t often get that chance to do the two things simultaneously,” he added.

Millett said that existing and potential clients will be consulted about the rebrand, using a range of methods.

“What we’ve learned as we’ve gone through the process of meeting lots of these branding consultants is that there are so many digital tools now available to survey and speak to people in a very efficient way, whether that’s through AI bots or other technology,” he explained.

“We’ll be using lots of different tools to find out what other people think.”

Mace’s staff and supply-chain partners will also have the opportunity to contribute to the rebranding process, said Millett.

“It’s not just a shareholder decision, and it’s not just a board-level decision. It’s something we can all get behind,” he added.

“Mace has never done this before. It’s one of those things that you’d like to think you’ve consulted as many people as possible about before you make that final decision.”

Mace’s construction operations turned over £2.1bn in the latest group accounts for the 2024 calendar year, which would have placed it ninth in the most recent CN100 index of top contractors.