With a new product portfolio and brand values in place following a merger, the EMEA region of a global coatings business turned to Gibbs & Soell to market its make-over in time for the new trade show season. The resulting branding and print campaign successfully launched the new division to critical customers at high profile trade shows in Istanbul, Turkey; Genoa, Italy; and Abu Dhabi, UAE. The effort was also honored in the corporate advertising category of the Europe Excellence Awards.
When a European trade commission sought to raise visibility within the U.S. for its member companies in the technical and industrial markets, it relied on G&S for sector experience and creative expertise. The client’s own previous advertising and media relations efforts that focused on mainstream business media had fallen short of business objectives. G&S formed a strategy and executed a tactical campaign based on an integrated advertising and PR program that was rolled out in vertical trade publications and media outlets. The campaign was woven together by a tagline, visuals and copy that showcased the sweeping growth potential of the businesses represented by the trade commission.
A coalition of leaders from a cross-section of buiding materials sectors was created to inspire a renewed preference for its products, create a unified industry identity, and assist the entire supply chain – from foresters, sawmills and lumberyards to manufacturers and retailers – with product sales. However, to promote these common goals and drive awareness and preference among consumers and building professionals including builders, contractors, architects, designers and specifiers, the industry first needed one voice and a singular brand identity for the group. G&S oversaw rigorous market research, followed by the ideation and design process to develop a singular master brand to help advance the group’s business mission.
A leading agribusiness needed a new brochure to familiarize growers and retailers with the advantages of its brands on a wide variety of crops, including soybean, corn, rice, sorghum andwheat. However, the extensive benefits could potentially be overwhelming, and each crop required its own set of applicable product information. G&S had to determine a collateral design solution that would facilitate the education of the client’s target audience in different U.S. regions. The result was an attractive, informative vehicle that helped the client’s sales force engage effectively with its customer base at trade shows, distribution outlets and retail locations.