Archroma

Challenge  

Archroma has established a strong presence in the market since it was founded in 2013. Formed from the integration of Clariant's former Textile Specialties, Paper Solutions and Emulsion Products divisions, the company faced the challenge of building awareness and credibility under the new Archroma brand in a competitive landscape, which was its primary focus at launch.   

Goals 

• Establish Archroma as a trusted global supplier in the textiles, paper and emulsions industries, raising awareness for the new brand’s trusted heritage. 
• Develop a comprehensive, long-term global media relations program underpinned by effective messaging and content creation.
• Achieve maximum exposure across key channels including social, digital and print media, and trade shows.

Approach 

We implemented a comprehensive strategy aimed at solidifying Archroma's brand and messaging in key global markets. This strategy encompassed the development and placement of feature articles and thought-leadership pieces, alongside participation in important trade shows. By engaging with various media channels, we ensured that Archroma maximised its exposure.

Execution

• Conducted a global CEO media tour to introduce Archroma as a new entity across multiple regions.
• Organised targeted media briefings in key markets including Brazil, China, Europe, India and the USA.
• Enhanced visibility at industry trade shows by leveraging social, online and print media to drive traffic to Archroma stands.
• Prioritised proactive media pitching to generate interest and coverage of Archroma’s developments.
• Conducted thorough monitoring and analysis of media coverage and engagement metrics, providing regular reports to assess the impact of our efforts.