Project:
After a major company reorganization, needed
to begin process of repositioning and reintroducing the brand
to an industry desperate for technical support and cost efficiencies.
Strategy: Reposition
Eka as ONE company that delivers smart application solutions
for the entire pulp and papermaking process versus a company
of four separate divisions that delivers various chemicals.
Hence, FROM PULP TO PAPER TO PROFITS theme.
Placement: Full
page, 4/c ads running in all North American trade pubs utilizing
premium positions and coinciding with key industry events
throughout year that target both corporate and mill level
R&D and production management.
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