European recycling company brings IAS in the loop

European recycling company, DS Smith Recycling, brings IAS in the loop.

10 April 2013

Commercial waste management and business recycling company, DS Smith Recycling, has handpicked IAS b2b Marketing - soon to become *Stein IAS following its confirmed venture with New York’s Stein + Partners - to support its European expansion plan.

After attending the launch of IAS b2b Marketing in Paris, DS Smith commissioned the agency, impressed by its global standing as a pure B2B specialist with an unrivalled approach to delivering multi-channel, multi-territory campaigns.

"We were looking for a strategic planning agency when the launch invite landed on my desk. After talking to Rob Morrice at the event about IAS' advanced B2B Evolve process, I secured a meeting with the agency the next day," said Jade Bourke, European Marketing Manager, DS Smith Recycling.

"IAS demonstrated that they could deliver a sophisticated, integrated B2B marketing strategy that would underpin our business goals and produce the creative that would work across all our European markets."

As well as embarking on an ambitious geographical expansion the company is carving out a plan to become the only organisation capable of diverting all waste from landfill. Unlike its competitors, DS Smith doesn't rely on landfill as a revenue stream. Instead, as part of its commitment with parent company The DS Smith Group to "closed-loop recycling" methods, the firm has found novel ways to reuse most materials. In its work with one of the UK's leading clothing, homeware and food retailers, for example, DS Smith takes coffee granules from its in-store cafes and redistributes them to local farmers as fertiliser.

"We've worked in this area before and DS Smith is genuinely unique in its approach," said Rob Morrice, Managing Director at IAS b2b Marketing.

"As DS Smith expands further into Europe our challenge is to determine how the brand should be positioned across the regions. B2B Evolve is the most sophisticated integrated process for B2B brands and though it was borne in the UK its adoption across the Stein IAS European, US and Asian agencies is testament to its global standing as a strategic model for international brand asset marketing success."

Putting into action the B2B Evolve process that convinced DS Smith of IAS' strategic capabilities, IAS Paris and London have now completed the Brand Asset Management (BAM) messaging component and the Big Long Idea (BLI) creative proposition and presented to the company's Senior European team in Amsterdam. The IAS network is now working on a sophisticated Technology Enabled Contact Strategy (TECS) to determine the most effective channels, content and activity to nurture DS Smith Recyling's European target audiences.

"In my 12 years of marketing I've never been this excited about how our international team has come together and the creative work we are about to implement," Said Tim Price, National Commercial Manager - Sales and Marketing for DS Smith Recycling:

*IAS has recently announced its plans to launch a new, combined B2B agency powerhouse with established New York-based Stein + Partners Brand Activation. Stein IAS will be better placed to meet the needs of high profile brands within specialised sectors such as DS Smith Recycling that are looking for global, regional and local marketing requirements.

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