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2008 28 sep
Pyramid helps launch JBT Corporation – new US publicly NYSE listed company

In November 2007, FMC Technologies Inc. selected Pyramid Communication to act as a strategic branding, marketing and communication partner in their spin-out of its FoodTech and Airport Systems businesses into an independent publicly traded company. The assignment is very likely the most comprehensive undertaking by a Swedish agency for an international company of FMC Technologies’ stature. The work passed its first major milestone on Friday, August 1, 2008, when the new company, JBT Corporation, started trading on the NYSE.

John Bean Technologies Corporation (“JBT Corporation”) is a leading global technology solutions provider to high-value segments of the food processing and air transportation industries. JBT Corporation designs, manufactures, tests and services technologically sophisticated systems and products for customers through JBT FoodTech (formerly FMC FoodTech) and JBT AeroTech (formerly FMC Airport Systems) segments.

JBT Corporation’s turnover in 2007 was close to $1 Billion. The company employs approximately 3,100 people globally with approximately 1,900 located in the United States.

Prior to JBT Corporation’s formation, Pyramid acted as a strategic communications partner with senior management. The project’s first stage was to anchor the naming and identity of the new company. Following that, Pyramid helped create a branding platform for each enterprise, followed by development and production of internal and external marketing communication in electronic as well as traditional media.

Says Christer Wiklander, Market Communications Director for JBT Corporation: “We could have turned to a large agency on this side of the Atlantic, but we think that Pyramid’s branding expertise is every bit as qualified. Since the new company’s ‘time to market’ was so short we also needed a partner who knows us well, who could ‘hit the ground running’, and who could quickly and accurately help us fulfill this critical mission.”

Says Micco Grönholm, Brand Development Director at Pyramid: “Customers regard our proprietary methodology for name- and brand development as comprehensive, but simultaneously concrete and down-to-earth. It quickly creates understanding and acceptance – both for the development process itself and for how important that is to the final result. In the case of JBT Corporation, this enabled us to achieve a result that the whole organization was prepared to stand behind, even in the very short time allotted for this project.”

“We are proud to participate not only in the creation of a publicly listed US company, but also to be able to support its ambition to further enhance an already strong position as a global leader”, concludes Pyramid CEO Ulf Vanselius. “I believe Pyramid’s range of in-house competencies uniquely suits us to the task, and our extensive track record in international B2B and industrial marketing gives us solid footing even by comparison to the large multinational agencies. Our recognition as Sweden’s best B2B agency for the second year running is further confirmation of our expertise”.

At Pyramid, the project was headed by Micco Grönholm (Strategy & Brand Development) and Rikard Jevinger (Account Director), and has employed almost half of the agency’s staff during the past 10 months.


Ulf Vanselius