Danish Conglomerate Picks MS&L for U.S. Branding
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Danish Conglomerate Picks MS&L for U.S. Branding

Danfoss A/S, Denmark’s largest industrial company and a world leader in the industrial controls sector, has selected Manning Selvage & Lee’s global corporate practice to help the company establish its corporate brand in the United States.

Paul Holmes

 

NEW YORK—Danfoss A/S, Denmark’s largest industrial company and a world leader in the industrial controls sector, has selected Manning Selvage & Lee’s global corporate practice to help the company establish its corporate brand in the United States. MS&L beat out GCI Group for the account, believed to be worth in the low six-figures.

Danfoss, which is privately held, has about 18,000 employees worldwide, but fewer than 1,000 in the United States, where it has not traditionally been a major player. But competitive forces have led the company to reconsider its low profile in the U.S., according to MS&L senior VP Rob Shapiro, and to seek to raise its profile here.

Says Andy Tannen, leader of the agency’s corporate practice in New York, “While Danfoss is a highly regarded company outside of the U.S. and by its core group of customers in America, it has generally kept a low profile in the overall U.S. business community. Now, Danfoss management wants to expand its communications with key potential new American customers.”

The public relations effort will target CEOs and key decision-makers at potential client companies, and engineers, and will focus on the corporate and business-to-business marketplaces, with virtually no consumer outreach.

“We selected Manning, Selvage & Lee because of its strategic communications focus,” says Ole Daugbjerg, vice president of corporate communications for Danfoss A/S.
Danfoss works in Denmark with Manning Selvage & Lee’s sister company, Leo Burnett Advertising.

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