Arun Sudhaman 25 Jul 2011 // 11:00PM GMT
LONDON--Grayling has been awarded a new global brief by DEK, an industry-leading provider of mass imaging equipment.
The consultancy is charged with managing the UK-founded company’s global corporate profile, focusing in particular on Europe and Asia. Grayling will oversee media outreach and marketing communications, in a bid to raise DEK’s profile and highlight its status as a UK success story.
DEK’s 40-year heritage includes several pioneering print solutions that focus on the area of electronics assembly, across such industries as automotive, computer, medical and consumer markets. The company also operates an alternative energy division that manufacturers solar and fuel cells, and a semiconductor business.
Grayling will work alongside DEK global marketing director Karen Moore-Watts, and has also been charged with overseeing internal communications as the company eyes international expansion.
“Part of the challenge for companies like DEK operating in similar high technology areas is communicating complex technology in simple terms,” said Grayling international MD James Acheson-Gray. “In many ways, DEK is the great untold success story of UK manufacturing. Our work will focus on showcasing the differentiation of their offer while preserving an extremely strong internal culture as they continue their rapid expansion.”
The Grayling account team will be led by senior consultant Andy Crisp in Europe and MD Christina Koh in Asia.
“We see the effective management of DEK’s well-respected brand as part of our competitive advantage,” added Moore-Watts in a statement. “In addition to having wholly-owned offices in our key markets, we were very impressed with Grayling’s understanding of our business and the campaign theme they have developed.”
While DEK was founded in the UK, its commercial headquarters are currently located in Zurich.