KUEHNE + NAGEL
Abacus Marketing Services
Kuehne + Nagel is one of the largest global providers of integrated supply chain solutions. Abacus Integrated Marketing was appointed to provide ad hoc marketing services and support to their UK office by their sales and marketing director, who wanted to work with an independent marketing agency to deliver effective solutions at a fair price. He was also looking for a marketing partner that he could rely upon to deliver work on time and on budget, who was responsive and flexible, and who had a good reputation for the quality of their strategic and creative work. Being a busy man, he also needed to work with an agency who he could trust to get on with things without constantly demanding his input.
The first project we worked on was an award entry, which they had never previously won. Under exacting time pressure, we interviewed the relevant people and absorbed a significant amount of information. We wrote the entry and created supporting assets, all the time working in close partnership with our client contacts. Kuehne + Nagel won the award, and we were subsequently invited to support them with another award entry, which they also won. As part of this process, we developed a series of email marketing campaigns to promote the award nomination process, and then to announce the success to their customer network.
Marketing Services provided
We were subsequently commissioned to deliver a series of leaflets, promoting various products and marketing services, which involved research and planning, design and artwork, copywriting and copyediting, image search and retouching. We were then asked to assist with the creation of signage for their new flagship head office near Heathrow. The designs have proven so popular that they have now been rolled out in regional offices across the UK and EMEA.
We were asked to assist with the creation of a corporate presentation that could be used by the company’s 500+ salespeople across the UK. The challenge was to integrate content from various vertical and horizontal parts of the business, all of whom had previously developed their own presentations, none of which were congruent with the brand proposition. We also needed to make sure that the presentation was compliant with corporate guidelines. Another key objective was to make sure that it was easy to navigate around the presentation, technically ensuring that it would display correctly on every single person’s laptop. We designed the presentation so that it had sections which could be edited by the user to personalise it to their particular presentation needs. We created an interactive presentation with a menu system that allowed users to access any section in two clicks. This was important as the presentation ran to 200+ slides, and a linear solution would have proven unusable. We created an animated video to launch the presentation, which is now used behind reception at many of their UK offices to provide a visually interesting welcome to the business.
‘Abacus have never let me down. They are very reliable and I trust them to get on and do the work.’
Director – Customer Solutions & Marketing
Kuehne + Nagel