Press Releases

RS Components Launches New Asia Pacific Brand Campaign

Company celebrates 75 years of helping engineers keep the world running and reiterates commitment to regional engineering community

Taiwan, 12 December 2012 :

121212_rsbrandcampaign.jpgRS Components (RS), the trading brand of Electrocomponents plc (LSE:ECM), the world's leading high service distributor of electronics and maintenance products, has unveiled a new Asia Pacific brand campaign to bring to life the company's close partnership with engineers as it celebrates 75 years in business.

Headlined with "Celebrating 75 years of helping engineers keep the world running", the brand campaign aims to demonstrate the proven reliability of RS Components and build trust among its customers. The campaign is anchored with strong visuals related to the core RS Components business and will encompass all media platforms including print, digital, direct mail and sales promotion material across Asia Pacific.

The new tagline "We help engineers keep the world running" recognises the fundamental role of engineers in our modern lives and the vital support that RS Components provides in helping them meet the relentless and demanding challenges they face every day. RS Components worked with Cuckoo, a Singapore-based creative hot shop, to develop its new tag line and execute the brand campaign.

Cogs or gears, which symbolise clockwork efficiency, will be used in all branding collateral as a key visual device. The cogs or gears represent the contribution of engineers and the many achievements in RS Components' history that have all played a part in keeping the world running.

"The new brand campaign serves to bring to life our story and success over the years while building brand preference and improving the understanding of our strengths among customers. More importantly, the campaign aims to increase the emotional brand engagement for both customers and employees," said Petrina Seah, Head of Brand Strategy and Development, RS Components.

"For 75 years, RS Components has helped millions of engineers accomplish amazing things through our wide range of products, strong regional network, and fast and reliable delivery. Our products are used in life-changing projects and have helped reduce operational downtime at customers' key installations. We have delivered critical components to the most remote locations when no one else could.  These stories will play out strongly in our new brand campaign," Petrina continued.

In addition, the brand campaign will feature interesting facts from RS Components' history, key milestones as well as customer testimonials, all used to reiterate the important role RS Components plays in helping engineers keep the world running.  

Customers are also invited to join the Share Your Story competition. The best customer story will win a trip for two to watch the 2013 FA Cup final at Wembley Stadium and a private tour of the RS Components global logistics centre in Nuneaton, UK. 

About RS Components

RS Components and Allied Electronics are the trading brands of Electrocomponents plc, the world’s leading high service distributor of electronics and maintenance products. With operations in 32 countries, we offer more than 550,000 products through the internet, catalogues and at trade counters to over one million customers, shipping around 44,000 parcels a day. Our products, sourced from 2,500 leading suppliers, include electronics, automation and control, test and measurement, electrical and mechanical components.

Electrocomponents is listed on the London Stock Exchange and in the last financial year ended 31 March 2012 had revenues of £1.27bn.

For more information, please visit the website at

About Cuckoo

Cuckoo is an integrated marketing communications agency founded in 2009 by Robert Davies and John Scott, both ex-creative leads from OgilvyOne Singapore. Paul Davies, former Global Senior Vice President of OgilvyOne, joined the management team in the company's first 12 months of operation. Since then, Cuckoo has grown from strength to strength, winning clients such as American Express, TUV SUD, RS Components and Pan Pacific Hotels Group. The Cuckoo team is currently 20-strong and counting.

For more information, please visit