CGI electrifies Premier Farnell

CGI is undertaking a comprehensive brand review for transatlantic electronics and industrial component distributor, Premier Farnell, which could lead to a redesign of its main and subsidiary brands.

The consultancy was appointed to undertake a wide-ranging research project after a three-way pitch against Landor Associates and Brandsmith. The project is due for completion in May.

CGI has been briefed to “look at the Premier Farnell brand strategy and its brand architecture”, says a Premier Farnell spokeswoman. The project includes an evaluation of Premier’s related brands, which include Newark Electronics.

CGI will work with Premier Farnell until the research is complete. The spokeswoman declines to confirm whether it will be retained to carry out any rebranding work if the company decides to go ahead with a new identity.

Premier Farnell last month predicted the coming year would be “tough” for the company because of the US economic slowdown.