9 Dec 2015
Henkel Transport & Metal, a strategic business unit within Adhesive Technologies, appoints EMG for European automotive brand awareness campaign
Bergen op Zoom, December 9, 2015 – Henkel Transport & Metal, a strategic business unit within Adhesive Technologies, has chosen EMG, the leading international B2B and industrial communications specialist, to spearhead the brand PR strategy activities of its European Automotive business.
Henkel Adhesive Technologies is the world market leader in adhesives, sealants and functional coatings. It is part of the Henkel company founded in 1876 and headquartered in Düsseldorf, Germany, with about 50,000 employees from more than 120 nations worldwide.
EMG has been brought on board to strengthen Henkel’s brand awareness within the automotive industry in Europe, working on a pro-active media relations strategy built around a storytelling PR concept based on Henkel’s strategic business priorities and key initiatives.
To ensure the right messaging for the right audience the EMG/Henkel partnership kicked off with a messaging workshop in order to align positioning and USP’s in an agreed framework for all future communications materials. This formed the basis for developing a media relations plan which is now being implemented in close cooperation with the Henkel team.
“The messaging workshop worked well; it provided EMG with the insight to develop compelling stories and created a clear approach for the Henkel Transport & Metal team to deliver our key messages,” commented Yasmin Brimo, Marketing Communication Manager for Henkel Automotive Industries Europe.
Working in close cooperation with the corporate communications department at Henkel, the EMG account team’s focus areas include:
- editorial feature research to increase relevance of PR materials;
- PR topic proposals and development;
- copywriting, translation and dissemination of case studies, press releases and technical articles;
- intensifying relationships with key editors;
- press office - handling media requests and enquiries from European key media;
- media relations at exhibitions and events;
- media training
Kevin Noels, Account Manager at EMG, adds: “Since September 2015, we have provided Henkel Transport & Metal with on-site media support at 2 exhibitions - EMO (Milan) and Composites Europe (Stuttgart) - achieving 22 media interactions for both shows and 95 press clippings, of which 25% are in key media and including 20 feature articles.”
EMG uses its proprietary tools to handle monitoring and analysis of media coverage to measure the effectiveness of campaigns and to provide ongoing refinement of its communications strategy.
“EMG is supporting us in becoming more pro-active in our media relations and increase awareness for our adhesive solutions. The results have been outstanding so far with coverage in those media that reach our target audiences,” concluded Yasmin Brimo.
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Notes for editors
Henkel operates worldwide with leading brands and technologies in three business units: Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions, both in the consumer and in the industrial businesses, with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 50,000 people and reported sales of 16.4 billion euros and adjusted operating profit of 2.6 billion euros in fiscal 2014. Henkel’s preferred shares are listed in the German stock index DAX.
EMG is the leading international communication consultancy specialised in industrial media relations and marketing communications. With a mission to deliver effective business communications for its clients primarily in the automation, chemicals, construction, energy, packaging, marine, materials and processing sectors and related vertical markets, EMG has built its business on developing integrated marketing communications programmes for international organisations. EMG was founded in 1991 and has offices in The Netherlands and China. EMG provides international communications support to clients that include Avery Dennison, Belden, Clariant, DSM, GE, Guardian, Henkel, Moog and TE.
EMG is the founding partner of the Eurocom Worldwide global alliance and of EMG Asiacom, the regional network of B2B specialist agencies which provides local PR and communications expertise for key markets including China, Singapore, India, Japan, Korea and Australia.