Smurfit Kappa builds a global digital workplace for branding and marketing

Smurfit Kappa builds a global digital workplace for branding and marketing

About Smurfit Kappa

Smurfit Kappa is the world leading producer of paper-based packaging with around 45,000 employees across 34 countries and sales of €8.1 billion in 2015. Smurfit Kappa manufactures paper-based packaging, its locations being locations supported by a network of paper, recycling and forestry operations. Smurfit Kappa has approximately 370 operations worldwide located in 21 countries in Europe, and 13 countries in the Americas.

Brand Platform empowers rebranding

In 2014, Smurfit Kappa changed its course and implemented a new business, marketing and sales strategy. As part of this vast programme, the brand was redefined and visually changed, although the logo remained unchanged. Initially, Smurfit Kappa were using an internally developed brand management solution, based on its existing intranet. However, this did not meet the user experience requirements. After a vendor selection process, Capital ID and its platform ID manager were chosen to create a user friendly brand management platform that would develop over time in terms of content, functionality and user audiences. The Smurfit Kappa Brand Platform ties into the corporate IT-strategy of delivering a unified, integrated digital workplace for all employees and creative partners.

A platform for growth

The aim of the first release was mainly to store, manage and share all new guidelines, digital assets, artwork and media towards all marketing and communications professionals within the company and creative agencies. Subsequent releases increased the capabilities of the platform further: templates for the online creation of marketing collateral and email newsletters. The platform was further integrated into the IT infrastructure with Active Directory and Single Sign On for all employees.

Worldwide support

Today, the platform is developing towards the increased support of local marketing and sales, content marketing and sharing of best practice and global collaboration. Recently, the SharePoint Search integration was completed, which allows SharePoint users to get search results from the Brand Platform within SharePoint.