Andritz Separation, the Austria-based global leader in industrial separation technologies, is launching a communications concept in 40 countries to build awareness around its expertise in separation solutions. The case-driven campaign, developed by Open Communications, the Stockholm-based global branding agency, targets the food, mining & minerals, chemicals and environment areas.
Following a series of acquisitions, Andritz Separation has developed one of the world’s broadest ranges of separation solutions – for everything from beer to minerals. But with a lot of acquired brands, the awareness of Andritz Separation as a key stakeholder within the separation business is relatively low – something the company wants to change.
Establishing thought leadership
“Our ambition is to establish Andritz Separation as a global thought leader in the field of industrial separation,” adds Daniel Jagsch, Director Marketing, Communications and Sales Excellence. “We want to encourage our customers with tough engineering problems to turn to us for both equipment know-how as well as application expertise and service needs.”
“Andritz realized early on that investing in unique marketing material for each brand in their range would be costly and not have the desired impact,” says Gunilla Lundström, CEO and Account Director at Open. “In line with their strategy, our task was to stake out a clear and differentiated overall positioning and messaging platform that captured the true value of what the company could offer, regardless of technology type or industry. Essentially the strategy was to shift the focus from selling machines to selling expertise.”
Solving tough challenges
Under the call to action of “Ask your separation specialist,” the communication dramatizes real life cases from around the world in which the company is solving serious challenges. The aim is let customers as well as their own people see the tangible benefits of their solutions. These included everything from turning waste into energy, saving 3 million cubic meters of water in a desert or brewing top-end craft beers.
Flexible communications toolbox
The stories, which are part of a flexible communications toolbox developed by Open, can be adapted for local use and flow out of the new positioning as the world’s leading separation specialist. The campaign is now being rolled out on a global basis and used by the company’s regional sales teams.
About Andritz Separation
Andritz Separation is part of the ANDRITZ GROUP, a globally leading supplier of plants, equipment and services with a staff of approximately 24,200 employees and headquartered in Graz, Austria. The company serves the hydropower, pulp and paper, metals and other industries across 250 production sites and service centers around the world. Andritz Separation, which is focused on industrial separation solutions, has 2,000 experts in more than 40 countries serving the food and beverage, mining, environment and chemicals industries.
Open Communications AB is an independent, Stockholm-based brand communications agency that helps international companies achieve their goals across borders. The company has a multicultural staff and works primarily in English. Founded in 2001, its clients now include H&M, Ericsson, Xylem, Andritz, Sandvik, Oriflame, Etteplan and more. Together with its partners, Open has won more than 100 international awards including Guldägg, a Silver CyberLion, Epica, Clio and One Show.