FLSmidth is the leading supplier of complete solutions, equipment and services to the global cement and minerals industries.

However, the minerals side of the business was less well-known and, after several product and company acquisitions, the market’s understanding of FLSmidth’s proposition had become diluted.

Management turned to CBC to solve the challenge of how to unite multiple business facets under a single, strong and coherent group brand.



Key deliverables

  • Brand positioning
  • Brand communications concept
  • Visual identity and design guide
  • Awareness and demand creation
  • Lead generation
  • Nurturing activities
  • Aftermarket campaigns
  • Content marketing
  • Product launches
  • Internal communications
  • Films and animations
  • Print ads and direct mails
  • Customer magazines
  • Sales literature and presentations

“The brand consolidation and refocusing initiative is a pivotal element in FLSmidth’s growth strategy. CBC’s grasp of the issues involved and strongly executed creative campaign have made an invaluable contribution by helping us transform our global image within a very short span of time.”

Camilla Travis
Strategic Marketing Manager, FLSmidth

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