Metso chooses Pyramid as partner for global communication project
3 november 2010
Metso is the world’s leading supplier of solutions for tissue manufacturing, and the company has a global market share of over 30%. Activities within Metso Tissue Business Line (TBL) are carried out from Karlstad in Sweden, Gorizia in Italy and Bideford, Maine, USA. Metso’s Tissue Business belongs to the Finnish Metso Group, which has a turnover of appr. 5 billion Euro per year.
Metso TBL recently chosed Pyramid Communication as its partner in strengthening the company’s communications platform and developing its internal and external communication on a global scale.
“Pyramid proved to best answer our needs for a strategic communication and branding agency with the right competence needed to help further strengthen the Metso brand within the tissue industry,” says Marco Marcheggiani, President of Metso TBL. “Pyramid has international experience and broad knowledge within branding and communication, which we regarded as vital to leading us forward in this important work.”
“The assignment is most interesting and a big challenge because it covers the development of one of the Nordic countries most well-known brands in a highly competitive market,” says Ulf Vanselius, CEO of Pyramid.
“To develop a worldwide offer as well as motivate a global organization to deliver this is one of our main competence areas,” continues Ulf Vanselius. “We are the Nordic countries’ most international advertising agency, with 95% of what we produce aimed at markets outside Sweden as 60% of our customers are located there. We have a number of blue-chip customers in the Nordic countries as well as the rest of Europe, USA and Asia.
For more information, please contact Ulf Vanselius at + 46 (0)42 38 68 00, ulf@pyramid.se
Pyramid Communication is Sweden’s most international advertising agency. Over 60% of the agency’s turnover comes from companies active in Europe, the USA and Asia. Major customers include Atlas Copco, Bluetooth SIG, Bring, Crawford, EuroMaint, JBT FoodTech, Kinnarps, Metso, Nibe Brasvärme, Ruukki, Rymdbolaget, SAS Cargo and Tetra Pak.
In the Agency of the Year survey, Pyramid was chosen as Sweden’s best business-to-business agency for four years in a row. In 2009, Pyramid was also nominated as Sweden’s Best Agency.
Pyramid has 31 employees and is located in Helsingborg, Sweden.
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.
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