Sipchem is a challenging global client, publically listed and headquartered in Saudi Arabia.
Traffic became their key communication service provider offering a range of digital marketing solutions to distinct segments in different languages. Our strategies have impacted their business decisions at all levels and we are now considered a valued Consultant often presenting to the Board and going so far as to advise on the effects of brand equity.
Sipchem PLC is a petrochemical company with 3,000+ staff globally generating over SR3 billion in revenue annually. Sipchem’s HQ is based in the Kingdom of Saudi Arabia, with hubs in Singapore and Switzerland and JV business partners spread further across seven countries.
Sipchem appointed Traffic and sister agency ATOM, as their lead agency globally. The scope of work was diverse, complex and required the agency to develop a strategically relevant global multi-media campaign. The brief was divided into four phases of delivery and known as Project S.I.G.N.
Traffic led a 6 month Brand Audit process that initially involved working with Capital MSL in the development of research to define a clear communications strategy. Once complete, a robust rebranding solution was delivered using our own IP, which has provided Sipchem and their partners with a strong internal and external communications platform.
Global multi-media creative development
Using the approved Brand stack, we then conceived a creative strategy which ran across all media in all Sipchem markets. Key criteria were speed, the ability to easily execute in numerous languages/cultures, internally and externally and to a range of very different audiences.
The insight which provided the final creative strategy was that petrochemicals impact almost every product we use today. In fact without it, we would not live as long or as comfortably. The solution has humanized the industry and given Sipchem the USP of relevance and emotion in an industrial, rational business sector.
Our scope of work comprised of: New website, Branding portal, Advertising banners, Social Media management, Content Production, Corporate Video, SEO/ PPC.
This SOW involved working with many stakeholders in the development of new content both internally (Marketing, Sales, HR, Affiliates, Manufacturing and so on) and externally (IR and PR agencies, Booze, HSBC, Thomson Reuters, Nasdaq).