Summary

Since 1956, GAC has grown to become one of the largest integrated providers of shipping, logistics, and marine-related services.

A marketing platform was needed to communicate a new business strategy under the theme “get closer to the customer”. The focus was to strengthen the brand with key stakeholders by highlighting how GAC functions as an integral part of a customer’s business.

Key deliverables

  • Brand communications concept
  • Logo design and identity guide
  • Awareness and demand creation
  • Lead generation
  • Nurturing activities
  • Sales and distributor support
  • Internal communications
  • Films and animations
  • Print ads and direct mails
  • Sales literature and presentations

This was formulated in the concept “Delivering your strategy”. Rather than focusing on GAC’s own services, the approach took the customer’s commercial goal as its starting point. A corporate film was an ideal way to convey GAC’s proposition.

Visually, the concept used distinctive graphics that combine business charts with 3D representations to highlight core services and sectors.

CBC GAC Delivering your strategy Ads
CBC GAC Delivering your strategy Ads
CBC case GAC Delivering your strategy

“CBC delivered a robust campaign that elevated GAC’s reputation to a dynamic global force in shipping and logistics.”

William Hill
Executive Group President, GAC

Download full case