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Exel Composites is a multinational technology company headquartered in Finland that designs and manufactures composite solutions for industrial applications. Suffering from low brand awareness in the composites space, but with the aim of becoming the global category leader, Exel appointed Agency Inc in London in the Autumn of 2019.
Agency Inc’s strategy team quickly established a common trait and mindset which connected Exel’s innovative team to their manufacturing customers – the curiosity and ability to solve complex problems, of never settling for the status quo. This was the basis on which the company had thrived and grown.
Agency Inc developed a new brand positioning and identity ‘for forward thinkers’ which was launched at the very start of 2020. In the face of the pandemic which quickly evolved in the following months, Exel’s senior leadership team held their nerve, stuck to the plan, and continued to invest in brand marketing.
As a consequence, Agency Inc continued to build an extensive new website which launched in the summer of 2020, followed by a sustained content marketing and engagement programme delivered through digital and social channels.
The result? Operating profits increased 135% year on year to December 2020.
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