The global authority on record-breaking achievements, Guinness World Records (GWR), has selected two Definition Group agencies – Brand Vista and Schwa – to help grow its business by developing its brand proposition, alignment, and positioning.

GWR’s objective is to articulate its mission, purpose, and values across all the touch points and engage seamlessly with other organisations, brands, and individuals across the globe.

Schwa will use behavioural science to refine GWR’s tone of voice and make it consistent across all channels. Simultaneously, Brand Vista will help execute the brand strategy by aligning and improving the customer and colleague experiences on two fronts – for individuals, and for organisations and brands.

Andrew Stothert, CEO of Brand Vista, said: “The GWR team are a delight to work with as they are curious, challenging, inclusive and great fun. It’s a privilege to support their team and drive to improve their customer and colleague experiences in such a dynamic sector.”

Neil Taylor, the co-founder of Schwa, said: “Meet the team from Guinness World Records, and they’re fascinating, fun and very human. We want to make sure the brand always sounds like that, too, whether they’re talking to individuals or big corporates and wherever they are in the world. Together with Brand Vista, we want to create an experience and a tone that’s just as memorable and entertaining as the records people get”.

Lucy Hunter, director of brand strategy at Guinness World Records, said: “GWR is driven by a vision to inspire a sense of wonder. That’s why we loved the fresh approach and combined skillset Schwa and Brand Vista brought to the table. They clearly understood this vision; their pitch aligned well with the brief and showed a good grasp of our needs. The fact that they’re part of the same group made it easy to sign them up, and we look forward to working with them.”