WASHINGTON, D.C.—APCO Worldwide has formed APCO Industria, a strategic alliance with AH&M Marketing Communications of Pittsfield, Mass., and The European Marketing Group of Bergen op Zoom, the Netherlands. APCO Industria will provide a “total solutions” approach to business-to-business with offerings including corporate and product brand reputation management, product preference marketing and market entry, investor relations, business and industry trade press publicity, advertising, interactive technology, marketing communications, technical writing, crisis communications, and strategic planning.
“More than ever before, industrial companies are grappling with the challenge of managing their marketing initiatives in far-flung geographies against lower-cost and regional competitors,” says Jan Hausrath, APCO senior vice president and director of the strategic alliance for APCO. “APCO Industria provides the full range of services they require, as well as a veteran, global team of experts committed to managing the communications investment for greater value and market impact,”
In one recent example of their work together, the APCO Industria team launched the new web-based Xiameter brand for Dow Corning Corporation. The global media blitz generated more than 400 news stories in North America, Europe, and Asia within two months of the brand’s launch.
“APCO has been Dow Corning’s global marketing communications agency of record for some time, and we trusted their decision to work with the right strategic partners on the launch of Xiameter,” says Dow Corning global brand manager Randall Rozin. “The drive, commitment, skill, and seamless communication between APCO, AH&M, and EMG made this effort one of the largest, most comprehensive, and successful business launches in the history of our company.”
In addition to Dow Corning, other B2B accounts held by the strategic alliance partners include PolyOne Corporation, Owens Corning, Eastman Chemical Company, Great Lakes Chemical Corporation, and Omnexus.
“EMG has worked with top industrial companies for more than 10 years on a wide range of successful Pan-European public relations and marketing communications programs,” said Greg Farrett, president of The European Marketing Group. “Our partnership with APCO and AH&M allows us to offer truly global service to clients as part of a diverse team of experts that fully understands how to help them succeed in all the geographic and vertical markets they serve, anywhere in the world.”
APCO Worldwide is primarily known for its work in the public affairs arena, but has significantly expanded its breadth of services it provides clients and has worked with multinational corporations providing a broad range of B2B communication services for more than a decade. It has expertise in chemicals, oil and gas, automotive, aviation, technology, and pharmaceuticals.