The chemistry has to be right

Chemie Wirz has created an international campaign for Clariant, one of the world's leading specialty chemicals companies.
or changing the oil in your car: Clariant, which is managed from Muttenz BL with
23,000 employees in five continents provides for countless
All-day products the chemical raw materials, specialized ingredients and
often also the know-how for production. About Clariant you have to
no longer explain anything to anyone in specialist circles. How does the company
But is such an image also known to the end consumer?
 
The Specialty Chemicals Group has, following a
Competitive presentation Wirz Werbung with the development of a
internationally applicable advertising concept. This is to cover all
Advertising activities in terms of form, content and timing
orchestrate. The associated classic advertising campaign must
Perception of important corporate attributes such as quality,
strengthen value creation and reliability and, in particular
emphasize the company's service orientation. With an equally
The aim is to create a lasting image in the advertising
Clariant's differentiation in the market environment sustainably improved
be
 
In November 2004, Reto Meister, Head of Business Communications, moved from
Swiss to Clariant. His first task together with Chief
Communications Officer Walter Vaterlaus was responsible for the entire
of Clariant's classic advertising in the above sense.
Until now, the chemicals multinational has communicated without a uniform appearance because
one heterogeneous appearance for individual products and business lines
wanted to enter the market. In 2003, a new corporate strategy began to
have an effect. For Clariant, this calls for a centrally controlled and
uniform appearance. The Group is thus breaking new ground in its sector.
uncharted territory, because the competition is still using
Image campaigns, which are then followed by differently styled product campaigns.

Together with Wirz, Clariant has seen that with a standardized
appearance has great potential for attracting attention and communicating
can be exploited to the full. "One voice for one company" became the
strategic starting position in the briefing for the agency.

The pitch, which was ultimately won by Wirz Werbung, ran for eight weeks over
various intermediate stages, with a large presentation on the
Conclusion. Afterwards, Wirz spent around a year at the now starting
campaign. "Now the basis is there. But it still needs a lot
more," explains CD Hanspeter Schweizer. The aim is to
Clariant's global communication uses every conceivable tool - from the
small internet banners, the world poster and possible films -
on a central database. With these
elements - to stay with chemistry - can be used in the future.
Communication in all areas such as "brand and image advertising",
"Product and service advertising" and "Tactical advertising" structured
be
 
"We do advertising and not illustrated information," was the
most important commandment around all new ideas from Hanspeter Schweizer and
his team. The campaign aims to communicate, for example,
that a great deal of research is being carried out to develop processes and
"mass-mixed" chemicals for innovative products.
Such a service and the spirit of innovation led to the
Basic pattern of the campaign. "What do you need?" is the name of the all
claim. The promise follows in the subtitle: "Clariant
- Exactly your chemistry."

The new long-term and flexible advertising concept
positions Clariant on all five continents as one and the same
company. Furthermore, in view of the increasing
interchangeability of the products as an inventor company, which as a
important part of society and as a responsible
Business partner develops new solutions together with its customers
and leads to sustainable market success.
 
The advertisements appear for five divisions on five continents. None
easy task, because a globally active company already has
the coordination effort when placing the advertisements is great if the
communication must be implemented in all markets, says Board
Account Director Susan Baumgartner.
With the chosen dramatization, Clariant wants to be seen by the trade press in the
B2B sector and at the same time attract attention in the popular press.
can achieve a lasting advertising impact.    

Versatile use
Brand and image advertising: This is where attention-grabbing motifs
and a standardized approach ("What do you need?") on the one hand via
informed about Clariant's strategic goals, on the other hand about the
enormous innovative strength and the technological possibilities of
present and the future. Image ads in international
chemical trade journals and in the business press.

Product and service advertising: "What do you need?" also forms the
The product and service advertising of all business units that
stand for Clariant's expertise in every business segment and which, above all
also support the frontline staff in their daily work.

Tactical advertising: In this area, measures are taken in connection with product launches, trade fairs and occasional advertising.

Andreas Panzeri