Summary

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.

Awards

CBC_FLSmidth_Award_logo_2


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

CBC’s creative strategy was to capitalise on the company’s unsurpassed size and strength. As a single provider of everything customers need, FLSmidth’s offering was encapsulated under the theme: One Source.

CBC FLSmidth Ad

The brand message was communicated to stakeholders worldwide, including through a new corporate website.

CBC FLSmidth One Source web

The new brand platform positioned FLSmidth in a class by itself through a complete range of materials designed to give the company a uniform look across all channels.

CBC FLSmidth One Source Brochures

The new brand was introduced to 11,000 employees across 40 countries through a comprehensive internal campaign.

CBC FLSmidth One Source Internal newspaper

The distinctive new look helped to drive business and engagement at key industry events.

CBC FLSmidth One Source Internal event
CBC case FLSmidth One Source

“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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