Sun Chemical – Agency Network

To roll out Sun Chemical’s new brand platform at Drupa, the industry’s largest trade show, we worked closely with our MAGNET agency partners. We acted as strategic lead and single client contact to coordinate local PR and production of trade show materials, ensuring our central messaging would resonate with global audiences. This collaborative effort helped Sun Chemical capture record sales leads at this flagship industry trade show.

Case Study

Nelson Schmidt, Heller & Partner, and Sun Chemical

Discover
Through acquisitions Sun Chemical had assembled 50+ business units around the world, producing market confusion and inconsistent brand communications, as well as operational inefficiencies and redundant expenses. Sun Chemical hired Nelson Schmidt to lead the development and launch of a new global brand platform at DRUPA, the largest printing industry tradeshow held every four years in Düsseldorf, Germany.

Formulate
Nelson Schmidt worked closely with the Sun Chemical global marketing teams and recruited a European agency partner to participate in the development a new global brand strategy and creative platform. The new identity would also need to be integrated into marketing messages and materials for the tradeshow and all business units, which could be most cost-effectively done by using offshore production.

Execute
Working closely with Heller & Partner, our MAGNET affiliate in Munich, Nelson Schmidt led the effort to develop and deliver a brand platform that represented Sun Chemical’s global marketing operation. Heller & Partner brought market insight from throughout Europe, worked directly with the Sun Chemical EU marketing teams and provide local public relations. Nelson Schmidt provided Sun Chemical with a lead agency and single point of contact for all strategic planning, creative development, national/global public relations, sales lead capture and fulfillment, interactive strategy, budgeting, invoicing, reporting and program management.

Measure
Over 1,200 qualified leads were captured using our touch-screen kiosks at DRUPA, a record number for Sun Chemical. We also achieved a 20% reduction in production costs through in-region delivery. All global marketing communications were delivered using the established brand platform.