We are one of the world's first integrated marketing communications agencies and one of the very few that works exclusively with b-to-b marketers. We help them build strong brands and create profitable demand for their products and services across the world.
By specializing in both branding and demand generation, we are an exception to the way most agencies are structured (typically one or the other). Because both marketing functions are so interrelated, we've spent 25 years investing in people and skill sets to bring clients the best of both worlds.
When it comes to branding, we do it all—from brand positioning work to creating brand foundations to developing identity to building messaging strategies and maps. We don't stop there. We then help clients launch their brands and help with internal and external activation, often on a global scale.
When it comes to demand generation, we help translate stronger brands into more in-demand brands through highly targeted campaigns that generate more business with existing customers and create new buy cycles with prospective customers.
The ChallengeTo keep its lead in the paper shredder market, Fellowes needed to achieve more brand visibility, drive home the differences between its shredders and the competition's and generate more traffic for channel-partner stores and websites.
The SolutionFeaturing the iconic bulldog mascot, the "Bred to Shred" campaign builds awareness of the core performance advantages of Fellowes reliable, tough shredders and drives action with a media mix that includes TV/radio, targeted print, airport dioramas and mobile/online ads supported by strategic SEO/SEM.
The ResultsThe program has strengthened Fellowes' reputation for reliable, jam-free shredding—and sparked demonstrable buyer interest. In the campaign's first seven weeks, the total click-through rate from online media averaged about 1%, boosting visits to the Fellowes site by 13% and sending thousands of new shredder shoppers to retail-partner websites.
Client Testimonial"With creative magic and strategic, integrated thinking from Slack and Company, we've been better able grow our brand visibility, delight our channel partners and protect our market leadership."
Vice President, Marketing and Communications, Fellowes