Campaign Strategy

Mallinckrodt Chemical and J.T. Baker merged to form Mallinckrodt Baker, a global supplier of ultra-high-purity chemicals and materials for the lab, semiconductor and pharma markets.

SGW’s segmentation marketing strategy rebranded the company, and identified elusive decision maker target audiences, and the most effective channels of communications to optimize the marketing budget.  Before any re-branding or positioning materials were developed, SGW conducted a SWOT analysis, and in-depth internal and external research.

The findings provided the insight necessary to create our brand position, messaging, logo and tagline. Following the initial rebrand, a series of corporate videos were created to support an integrated program including digital media, sales training materials, booth designs, promotions, collateral, direct mail and trade PR.