b2b marketing

Case studies

This is what success looks like for a global engineering corporation

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The background story

Parker is one of the world’s largest engineering corporations with an annual turnover of $13 billion and 55,000 employees, working in 144 divisions across 50 countries worldwide – if something is mechanical and it moves, it’s probably safe to say it has Parker components and solutions inside.

But multiple divisions, numerous locations and hundreds of product lines can sometimes lead to the need to define and clarify the brand proposition, core messaging, product alignment and market communications; this is where Parker Compressed Air & Gas (CAGT) Division turned to long-term partners, Fox Agency.

What did Fox do?

Three sub-brands with overlapping products, each fighting for the same market didn’t make sense – Fox worked with Parker to align each brand with a specific compressed air technology – filtration, separation and adsorption.

Fox then created a new brand proposition and campaign concept – to communicate the brand alignment to internal and external audiences, and create a clear platform for market-orientated communications.

A consistent brand-style was applied across all products – to create uniformity across all brands, and to help customers identify the right Parker solution.

A global campaign has been rolled-out across online and offline media, all incorporating the ‘Focused On’ concept to allow highly-targeted market and solution-specific communications across PR and advertising, industry events, literature, video and animation…and even internal branding at Parker locations.

What happened?

Recognised as a leading example of marketing excellence, the new brand proposition and ‘Focused On’ campaign has been adopted for use across Parker’s global CAGT platform.

The campaign debuted at Hannover 2015 – the world’s largest engineering industry event; with excellent reaction across internal audiences, sales and distributor partners and end-customers.

Market-focused communications are being rolled-out across key verticals throughout the year, and the ‘Focused On’ theme is to be adopted for the launch of three flagship Parker product launches planned for late 2016.

“Over the past couple of years, we have partnered with Fox Agency to augment our marketing activities across 3 European manufacturing locations and 5 distinct brands. Being a full service agency, Fox has assisted with marketing strategy, brand management, creative content including video and high quality animations, as well as traditional brochure design, online and PR. We regard the guys at Fox as work colleagues and a natural extension of the Marketing team. The Team brings a third party perspective and professionalism which really adds value and for this reason, we would highly recommend their services.”

Christiaan Klaus
CAGT & Gas Gen Platform Marketing Communications & Services Manager.

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