Business & industrial

Article • Mary Connors, Event Reports, B2B Next, September 2018

Graco, a manufacturer of industrial fluid-handling equipment, has used a nuanced strategy to build out its e-commerce capabilities.

INSEE: Holcim is now INSEE

Case Study • Khanh Nguyen Dao, Minh Viet Le, San Vu, WARC Prize for Asian Strategy, Entrant, 2018

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Diamond Producers Association: Real is Rare. Real is a Diamond.

Case Study • Nidhi Sinha, Sanjay Sharma, WARC Prize for Asian Strategy, Entrant, 2018

The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.

KONE Elevators: Machine Conversations

Case Study • European Association of Communications Agencies, Finalist, 2018

KONE, an international engineering and service company, promoted its AI-powered elevator maintenance across Europe by launching a campaign that allowed people to hear intelligent AI conversations.

180 years of thyssenkrupp in South America

Case Study • SABRE Awards, Gold, LATAM, Employee Communications, 2018

thyssenkrupp, an industrial engineering and steel production conglomerate, was able to reassure its stakeholders and employees of its business commitment to the South American region via an extensive media campaign.

Ananse: Amazon Warriors Safe Collection

Case Study • SABRE Awards, Gold, LATAM, Corporate Social Responsibility, 2018

Ananse, a fragrance technology company, invented a way for a book to repel disease-transmitting mosquitoes to limit the spread of potentially life-threatening diseases among children.

Data offers challenges and opportunities: Aditya Birla

Article • Anil Thakraney, Event Reports, MMA Forum India, September 2018

Data scientists could overtake brand managers in India’s new era of marketing, according to a senior executive at Indian mega-conglomerate, Aditya Birla.

Schöb AG: Mail Sent Directly from the Forest

Case Study • Direct Marketing Association - US, Bronze, 2018

Schöb AG, a timber construction company, sent out a direct mailer to people in Switzerland to show them how it uses wood from Swiss forest, and encourage them to contact the brand.

How “marketing Darwinism” helped Georgia-Pacific tighten its business-to-business brand strategy

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Georgia-Pacific, a company active in categories from paper towels to toilet paper and plastic cutlery, has seen success by focusing on a top-tier group of its business-to-business (B2B) brands.

Georgia-Pacific adopts a philosophy of “restless discontent”

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Georgia-Pacific, the paper products company, is tapping a philosophy of “restless discontent” as it adapts in a changing business-to-business (B2B) environment.

PET Packaging Association for Clean Environment (PACE): PET Bottles - What is recyclable is not a waste

Case Study • SABRE Awards, Gold, APAC, Public Education, 2018

PACE, the PET Packaging Association for a Clean Environment, encouraged people in India to support its PET bottle movement and the notion of recycling by personalising the issue through a video and digital campaign.

Sinopec Open Day

Case Study • SABRE Awards, Gold, APAC, Chemicals & Industrials, 2018

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

Kingspan Group unlocks the power of B2B marketing analytics

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

How Equipment Depot rebuilt its brand

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018

Equipment Depot, the material-handling company, has transformed a once dated brand into a true industry leader and innovator.

TESS: Cogy Wheelchair by TBWA\Hakuhodo

Gunn Report • Satoshi Chikayama, Gunn Insights, August 2018

The engineering company TESS launched Cogy Wheelchair in Japan, the first wheelchair powered by pedals.

How semiotics humanised Diversey

News • 21 August 2018

LONDON: Diversey, the business cleaning products firm that has changed hands several times in recent years, has developed a new brand identity and culture through semiotic research.

How Diversey created emotional resonance with industrial cleaning products

Article • Matthew Carlton, Event Reports, MRS B2B Research Conference, June 2018

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Tetra Pak: Carton Le Aao, Classroom Banao (Get Your Carton and Make A Classroom)

Case Study • SABRE Awards, South Asia, Corporate Social Responsibility, 2018

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

BOXT: Disrupting the British heating industry through digital

Case Study • Marketing Society UK, Excellence Awards, Winner, New brand, 2018

BOXT, an online boiler business, launched an online digital platform that arranged a new boiler for consumers in the UK all on their mobile phone.

Neste and Ponsse: Finlandia by Forest Machines

Case Study • Jari Lähdevuori, Elli Tuominen, Tommi Opas, Milka Koskela, WARC Awards, Entrant, Effective Social Strategy, 2018

Oil company Neste and forest machines manufacturer Ponsse partnered in a campaign celebrating the admirable qualities of Finnish workers to raise awareness of unemployment.

#catchcurious for Merck

Case Study • SABRE Awards, Gold Sabre Award For Chemicals and Indsutrials, EMEA, 2018

Merck, a pharmaceutical company, launched #catchcurious, a global campaign to strengthen its reputation as a vibrant science and technology company among customers, innovation partners and potential employees.

Siemens South Africa: Siemens AirDrop

Case Study • SABRE Awards, Gold, Cause-Related Marketing, Africa, 2018

Siemens, an industrial manufacturing company, launched the AirDrop Initiative campaign in South Africa to increase brand awareness and generate positive brand sentiment.

Honeywell Aerospace: Taking flight to explain complicated technology from cockpit to cabin

Case Study • SABRE Awards, North America, Transportation & Logistics, 2018

Honeywell Aerospace, a manufacturer of aircraft engines and avionics, used PR to launch a campaign in the US to position itself as the best tech solution for all connected aircraft needs.

Deloitte: Bringing business chemistry to life

Case Study • SABRE Awards, North America, Professional Service Firms, 2018

Deloitte, a multinational professional services company, used PR in the US to promote the Deloitte Greenhouse Experience to firmly establish it as the go-to option for leadership success.

Schindler Elevator creates sales life with social listening

Case Study • SABRE Awards, North America, Real Estate & Construction, 2018

Schindler Elevator Corporation, a manufacturer of escalators and elevators, launched a social media listening program to help increase, and pursue, sales leads in the US.