In an effort to include the best ideas from
around the world, Farmer and Rowett met
with key managers to explore potential
themes, and graphic approaches.
Continues Rowett, "The winning approach
reflects input from all key markets, including
the Americas, Asia and Europe. The key
message is that IMERYS has the know-how to
deliver added value to customers, meeting
their specific needs. We have the depth to
offer options."
Julia Pearson, Marcom Manager, who
coordinated the graphic design says, "There's
a lot of white shining through with every
element of the campaign. That's because
minerals are white, and the basis for quality
printing, which includes white space."
Kelly Clark, Communications Coordinator,
also actively participated in the process.
In her words, "We wanted to communicate
the idea of `clean," which is our approach
to sustainability. You get that feeling,
even without reading the text."
As Spencer Farmer, Global Marketing Director
puts it, "We needed our image to match the
new reality of IMERYS. A number of carbonate
facilities have come on stream around the
world since 2004, and we have also modernised
and expanded GCC plants in North America.
Even our kaolin business is being realigned to
fully optimize our multi-pigment assets."
Farmer, in conjunction with Kevin Rowett,
Head of Communications, led the effort to
create the new communications campaign,
which better reflects the company today.
Says Rowett, "Our management team has
embarked upon a strategy, which aims to
provide pigment options to achieve maximum
value for papermakers from the lowest cost
pigment asset base. We have had a long
tradition as the market leader in kaolins, but
not in carbonates. GCC and PCC are now
strong pillars of the IMERYS brand. Our
messages say this, and our graphic approach
now reinforces these messages."
IMERYS'
LAUNCHES NEW
IDENTITY FOR PAPER
18
IMERYS Pigments for Paper