10th December 2004

Protean Marketing is appointed by global technology giant Henkel,
to handle marketing and PR for its electronics group

Protean Marketing Communications has been appointed by Henkel to handle the marketing and PR for its electronics group worldwide. Henkel supplies electronics materials, including solder paste, sealants and adhesives, to the global electronics assembly and packaging industries.

Berkshire-based Protean's remit is to boost Henkel's profile, and gain media exposure for its brands which include Hysol®, Loctite® and Multicore®. It will support Henkel with strategy development, realigning its brands and refining its messages, as well as handling all advertising and media relations.

"Henkel is a great company with some fantastic, well-known and respected brands, and it's exciting to be heading up the strategic marketing 'relaunch'," says Steve Chapman, Protean account director. "This account complements our other clients, and gives us the opportunity to further enhance our depth of knowledge and expertise."

The new account brings two specific marketing challenges, which the Protean account team is looking forward to tackling.

Firstly, Henkel is an amalgamation of several different businesses, and is an umbrella company for various brands. It is Protean's job to ensure that branding and messaging are consistent across the board, and that everyone knows which brands are owned by Henkel.

Secondly, new legislation requires the electronics industry to abolish lead from all manufacturing activities by 1st July 2006 - a transition which affects every company involved in the industry, including manufacturers of electronic materials. It is crucial that Henkel is positioned as a leader within the lead-free area, and Protean has a limited timeframe in which to achieve this.  

Commenting on the new relationship, Patrick Trippel, President, electronics group of Henkel, says: "Our global strategy necessitated partnering with a firm that has sophisticated worldwide resources and a complete understanding of our markets. As illustrated by its successful track record with other leading electronics companies, Protean can deliver these key elements, and we are delighted to welcome them to the Henkel team."

"Henkel needed a firm that could convey the company's global capabilities and next-generation technological resources to the worldwide electronics community effectively," says Greg Robinson, Protean Marketing's Managing Director. "Protean's team of high-technology communications specialists are looking forward to successfully positioning the power of the Hysol®, Loctite®, and Multicore® brands and the superior value of Henkel's unrivalled service ethic, engineering resources and process.

 

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Protean Marketing Communications Ltd is a comprehensive, business-to-business communications agency based in Berkshire, UK. Founded in 1991, the company has in-depth marketing and account-handling expertise, combined with a passion for communications and a wealth of creative energy. Using marketing, advertising, PR, direct mail, electronic media and design, Protean aims to convey the core business message of their clients to target audiences effectively.

Contact for further information: Greg Robinson
Protean Marketing Communications Ltd
Communications House
Station Road
Cookham Rise
Berkshire SL6 9BU
Tel: +44 (0)1628 648530
Fax: +44 (0)1628 529087
Email: greg.robinson@protean.co.uk
Web: www.proteanmarketing.com