Cylindr

See challenges we’ve helped clients to solve

“Manage integration communications for our biggest-ever acquisition”

“It has a been a huge pleasure working with you both! Thank you for all your great work!” Vice President for Sustainability, Branding, Public Affairs & Marketing In 2021, 17 6bn-revenue multinational FLSmidth, which provides sustainable productivity to the global mining and cement industries, announced it was acquiring the mining business of thyssenkrupp AG (carved out as “Mining Technologies GmbH”) The cylindr team was asked to lead all aspects of integration communications for the acquisition, an intensive task stretching over a 14-month period – and encompassing everything from communications workstream management as part of the Integration Management Office team to content and event production

Outcome: From an integration communications perspective, the project achieved its aims Among the many accolades forwarded to our team: “Just got a call from (Senior Manager) who told me that the Day One event in Essen is considered a resounding success at the former Mining Technologies – and that he hasn’t heard one negative comment from anyone!”

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“Help us implement Account-based Marketing”

“It has been a real pleasure to work with your team – you clearly demonstrated deep understanding of what drives success in our industry, as well as the ability to navigate the internal dynamics of an internationally active company ” As a top 1% Microsoft Partner, AlfaPeople delivers tried-and-trusted implementation and support for Microsoft Dynamics 365 business technology including Cloud-based products In late 2019, the company was in need of a boost to its lead generation and ability to win deals The new CEO asked us to introduce ABM as a key part of the company’s sales & marketing strategy, working closely with top management to educate staff in offices around the world and help to plan the first steps toward this powerful new approach

Outcome: We helped management grasp the strategic issues around segmentation, targeting, ICP, third-party advisors, account list creation, market positioning, marketing and sales alignment and more ”

“Re-brand a global B2B leader in dairy”

“I would like to take a moment also to tell you how happy I am with the work you’ve done for us so far Your ability to catch the right story and tell it well is amazing I have been able to spellbind colleagues with your fantastic presentation throughout the organization Thanks for living the AFI story and making it so easy for us in Marketing to convey it!” Head of Marketing, Arla Foods Ingredients Arla Foods Ingredients is a widely acknowledged leader in the whey protein industry – largely thanks to its decades-long emphasis on R&D, nutrition science and product quality But its brand story of “Quality First” was meeting increasing resistance Management needed a powerful new storyline to re-energize and align everyone behind a new company vision, mission and strategy Working with a cross-organization, cross-country team numbering more than 50 people, cylindr developed all the elements of a new brand from strategy to materials

Outcome: Launching “Discovering the Wonders of Whey” quickly captured the minds and hearts of colleagues around the world And the overall KPI of becoming “the One to Watch” was achieved 12 months ahead of time

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“Create a challenger brand in the offshore energy market”

“We wanted a name, position and brand that shows we believe in breaking the mould – and you did that for us ” In the burgeoning offshore wind sector, it was vital to make a rapid, lasting impression After making inroads with a thought leadership approach, also thanks to cylindr, it was time to rebrand and launch a new name With a desire to do things differently than competitors, management wanted a bold brand that reflected their service-oriented, “can do” approach to solving customer challenges

Outcome: A new name, brand proposition and brand identity provided a memorable, influential foundation accelerating Ziton’s ability to sell to utilities and offshore energy operators, including Siemens and Vattenfall

“Help us connect with industry leaders through thought leadership”

“You’ve done well in capturing the appropriate balance of strategy and technology in a way that should make our readers sit up and listen!” Thought Leadership Content Manager, FLSmidth In a complex industrial market, thought leadership is vital for gaining the trust of decision-makers – especially in the cement production industry, which is heavily scrutinized for its impact on the environment With 140 years in the cement production industry, the engineering company FLSmidth aims to support its position as an industry leader with regular contributions to industry and business media This requires high-quality content with sufficient strategic impact To achieve this, the marketing team needs to know it can trust experienced writers who have the necessary insights into the business, the specific technology, and key industry issues

Outcome: For the last 15 years, we have helped FLSmidth retain its position as a credible voice in the industry with strategic content Based on desktop research and interviews with key stakeholders, we write long-form articles for publishing by FLSmidth and industry media

“Help us connect with industry leaders through thought leadership”