Flint Group chooses Pyramid for global product launch
18 december 2009
Flint Group recently chose Pyramid Communication as its advertising agency partner. The assignment covers, among other things, the global launch of Flexocure FORCE™ – a new generation of printing inks with unique properties for UV flexo printing.
Flint Group is one of the world’s leading suppliers of inks and other products for all types of printing and has almost 8 000 employees worldwide. Flint Group Narrow Web, with its head office in Trelleborg, Sweden, is world-leading within printing inks for labels. The Flexocure FORCE™ range gives numerous benefits, including doubled printing speed.
“Pyramid showed that it best answered our needs for a strategic communication partner with the right competence and resources required to handle a global launch”, says Niklas Olsson, Global Brand Manager within the Flint Group.
“The assignment is completely in line with our competence profile and we look forward to close cooperation where we have the privilege of taking an active role in the development of such an international company as Flint Group”, says Ulf Vanselius, Managing Director of Pyramid.
“Right now Pyramid is in a strong positive trend and we have succeeded well with our offensive investment to re-enforce our role as Sweden’s most international agency”, continues Ulf Vanselius.
“Despite the recession, 2009 will be the agency’s best year ever. The principle reason for this is that we have begun cooperation with about 20 new customers, such as ABS, Atlas Copco, Carpenova, DIAB, EuroMaint, Norden Machinery, Nord-Lock, Peab, Rymdbolaget and Strålfors.”
For more information, please contact Ulf Vanselius at +46 (0)42 38 68 00.
Pyramid Communication is Sweden’s most international advertising agency. About 60% of the company’s income comes from customers who work in Europe, USA and Asia. Larger customers include ABS, Atlas Copco, Bluetooth SIG, Bring, Crawford, EuroMaint, JBT FoodTech, SAS Cargo, Tetra Pak and Volvo Aero.
In the study Sweden’s Best Agency, Pyramid has been ranked as Sweden’s best business-to-business agency for three years in a row.
Pyramid has 29 employees and is located in Helsingborg.
Any communication paid for by an identified sender and distributed simultaneously to many people to promote acceptance of opinions, ideas, goods or services. Media include print advertising, TV and radio commercials, cinema screen advertising, direct mail and outdoor advertising.
A wireless communication protocol utilizing short-range communications technology that facilitates data transmission over short distances from fixed and mobile devices, creating wireless personal area networks (PANs).
Originally, an identifying mark burnt into something, such as the hides of cattle, with a red-hot iron. Today it has two main meanings:
1. A symbol that identifies a company and its products, distinguishing them from other companies and their products and usually consisting of a brand name combined with a brand mark. In this sense, roughly synonymous with the legal term trademark.
2. A set of mental perceptions of a company and its products that people associate with the brand symbol.
In marketing, a brand is a distinctive identity that symbolizes a promise associated with a product, service or organization, indicating the source of the promise. It is a mixture of tangible and intangible attributes, symbolized by a trademark, which, if managed properly, creates value and influence.
The position occupied by a brand in the minds of customers is often a company�s most valuable asset. An established brand is an entry ticket to new markets, and serves as an entry barrier to companies that lack strong brands. The value of a well-managed brand appreciates with time, while that of a badly managed brand depreciates.
It is not always feasible to create a new brand; the chances of success are small and the cost high. Brand extension or acquisition of companies that own strong brands may be easier.
Transfer of an established brand to other products or product categories; marketing a new product under an already established company brand, either as an addition to an existing product line or as an entirely new type of product.
Brand extension is popular because it is expensive and difficult to find, register and establish new brands. A British study reveals that launch costs are, on average, 36 percent lower for products launched by brand extension than for those launched under new brands.
There are risks: the position of the original product may weaken. Some brands can tolerate much extension, others very little.
See also: brand abuse, brand awareness, brand compression and brand esteem.
v