All hands on deck for a global company launch

All hands on deck for a global company launch


Archroma, the former textile, paper and emulsions businesses of Clariant, was acquired in 2013 by SK Capital. The company needed a launch campaign that would play on their established history of innovation and re-affirm with customers that they were here to stay.

EMG partnered to execute Archroma’s global launch on October 1, 2013 – from message development and internal communication, to external communication with stakeholders and an introductory global CEO Tour.

Under a high pressure deadline of just 2 weeks, our team developed the required collateral and pitched the story to media in the regions the CEO was visiting. We created a message matrix, storyline, CEO video script, employee and customer letters, press release for SK Capital, Archroma introductory press release, fact sheet and Q&A. We also provided strategic input to the external corporate and internal introductory presentations.

The CEO Tour comprised 6 key interviews in Europe, 2 media briefings in Shanghai and Tianjin, China, and interviews in Charlotte, USA, all moderated by our local EMG teams and agency partners.

The result: excellent coverage around the globe (150 clippings in 15 countries) spanning from news agency to local Swiss paper, from chemical to textile industry, from Bloomberg to Finanz+Wirtschaft, from Chemical Week/ICIS to Melliand Textilberichte.


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