Campaign Planning
Conceptual Development
Media Strategy & Buying
Messaging & Content Creation
Digital-First Integrated Campaigns
Ad Production
Photo/Video Shoots
Video (Manifesto & Campaign)
Under a bold new vision for sustainable waste solutions leadership, Covanta had significantly expanded its footprint and service offerings. It was time for an equally bold new brand – Reworld™ – and a high-impact relaunch to drive both awareness and measurable business results across business, government, and community audiences.
Reworld™ is built on a powerful shift in thinking: refuse is a resource. The launch campaign needed to amplify that message while ensuring lasting memorability of the new brand name. Achieving this would require creating an emotional connection strong enough to drive both brand clarity and market performance.
S3 McMillan developed the Reimagine Your World platform – an inspirational rally cry that reinforced the brand mission and strategically framed the new name. By literally bookending the campaign line with “Re” and “World,” every expression of the launch organically embedded the Reworld™ brand in audience minds. The integrated campaign spanned high-impact print, out-of-home, digital, social, video, and more, positioning Reworld™ as a sustainability innovator while driving business engagement , and establishing a strategic foundation that would later evolve into the Waste Better creative campaign platform.
Brand Awareness equaled that of the previous brand (in market 70+ years) after only 6 months (source: Harris Poll)
Brand Perception improved, with the brand now seen as having positive momentum (source: Harris Poll)
Lead Generation directly drove 50% more incoming leads
Campaign Planning
Conceptual Development
Media Strategy & Buying
Messaging & Content Creation
Digital-First Integrated Campaigns
Ad Production
Photo/Video Shoots
Video (Manifesto & Campaign)
Lead Generation
Following the brand transformation, Reworld needed an evolved marketing ecosystem capable of supporting enterprise growth. The opportunity was clear: build a connected system that could translate brand strength into qualified demand, measurable pipeline impact, and long-term market credibility.
Modern industrial buyers require proof, traceability, and confidence in execution. Reworld’s marketing needed to evolve from awareness into a disciplined growth driver aligned with revenue outcomes. This meant connecting brand, demand, and sales in ways that prioritized lead quality over volume and positioned marketing as a strategic lever inside the business.
S3 McMillan partnered with Reworld to operationalize marketing end-to-end: designing an integrated system that connected strategy, creative, demand generation, media investment, and measurement. Together, we developed a repeatable acquisition model. Trade environments were prioritized for credibility and engagement; gated content supported deeper education; and performance infrastructure created clearer visibility from first interaction through opportunity creation.
Cut cost-per-lead by 50% while maintaining lead quality and improving SQL generation.
Campaign investment increasingly reaches high-intent audiences, reinforcing both credibility and conversion performance.
The infrastructure now acts as a strategic growth lever rather than for one-time performance lifts.
“S3 McMillan has been an exceptional partner throughout our rebrand journey at Reworld. They took our bold new name, mission, and color palette and transformed them into a compelling digital campaign that’s helping us connect with our audience in meaningful ways.”
“The S3M Team is collaborative, creative, and genuinely invested in our success. They listened closely, challenged us thoughtfully, and delivered work we’re incredibly proud of.”
“We are so glad to have them as our agency of record and are excited for everything we will build together next.”
Rayne Pacek
Former Global Head of Marketing, Reworld
