Overview

Melium Consulting is a specialist executive search firm operating across global manufacturing, supply chain and commercial transformation within the FMCG sector.

With a strong European client base, Melium identified increasing demand for senior leadership hiring across APAC and the Middle East. Clients expanding into these regions required access to transformation-ready leaders, but existing search models were limited by geography and time zone constraints.

To address this, Melium launched Melium Link, a Dubai-based hub designed to connect Europe, APAC and the Middle East, enabling a more seamless and responsive approach to international executive search.

We were engaged to support the end-to-end launch of this new service and location, ensuring clear positioning, strong market visibility and a cohesive go-to-market strategy.

The Challenge

The launch needed to achieve more than a standard office announcement. It had to clearly communicate a new strategic capability to a senior FMCG audience.

Key challenges included:

• Positioning Melium Link as a strategic solution rather than a geographic expansion
• Translating a complex global hiring challenge into a clear, compelling narrative
• Ensuring messaging resonated with both multinational FMCG brands and regional growth businesses
• Creating a distinct sub-brand that complemented but differentiated from the core Melium identity
• Aligning all content and visuals with Melium’s modern, advisory-led positioning
• Creating consistency across multiple channels including web, email and LinkedIn
• Building immediate credibility in new markets

What We Did

We led the full launch strategy, messaging and content execution, ensuring Melium Link entered the market with clarity and impact.

This included:

We led the full launch strategy, brand development and content execution, ensuring Melium Link entered the market with clarity and impact.

This included:

• Launch positioning and narrative
  Defined a clear market proposition centred on Dubai as a strategic connector between Europe and APAC, reinforcing Melium’s ability to deliver seamless, transformation-led executive search
• Brand identity development
  Created a distinct visual identity for Melium Link that remained aligned with the core brand while introducing a more regionally relevant and progressive feel. This included logo variations, colour palette and application across digital assets to ensure immediate differentiation and recognition
• Press release and insight article
  Produced a flagship launch press release designed to communicate the commercial rationale, highlight regional market demand and position Melium as a specialist partner in global FMCG leadership hiring
• Content aligned to S-CAP™
  Embedded Melium’s proprietary model into the messaging to reinforce a strategy-first approach to executive search rather than traditional recruitment
• Email campaign (EDM)
  Developed a targeted campaign to announce Melium Link to clients and candidates, focusing on market opportunity, speed of delivery and access to leadership talent
• LinkedIn content and social rollout
  Created supporting social content including branded banners and launch visuals to amplify the announcement, drive engagement and build awareness across Melium’s network
• Launch animations and visual assets
  Designed motion and static assets to support the rollout, ensuring the launch felt premium, modern and consistent across all touchpoints
• Messaging consistency across channels
  Ensured all outputs maintained a consistent tone, structure and positioning aligned with Melium’s brand and audience expectations

The Outcome

The launch of Melium Link successfully established a new platform for international growth and market expansion.

The final output:

• Positioned Melium as a truly global executive search partner across Europe, APAC and the Middle East
• Introduced a clear and differentiated sub-brand with strong visual identity and consistency
• Clearly articulated a strategy-led approach to leadership hiring
• Delivered a cohesive, multi-channel launch campaign spanning press, email and social
• Strengthened credibility with both multinational FMCG brands and regional businesses
• Supported increased visibility and engagement across key target audiences

Melium Link now provides a scalable foundation for delivering faster, more effective leadership hiring in high-growth markets, fully aligned with Melium’s core proposition of Transformation Delivered.

Client Feedback

"We were initially hesitant to engage an external marketing partner, having always managed activity in-house. However, the team quickly built trust through their preparation, strategic thinking and clear ideas from the outset.

Over the past 12 months, the impact has been clear. Our brand is now consistently recognised as focused and differentiated, with both clients and external contacts commenting on the clarity and quality of our content.

The team operates with a level of attention and ownership that makes you feel like a priority at all times. We look forward to continuing the partnership as we scale further."