Smurfit Kappa develops a global digital environment for branding, marketing and communication

Smurfit Kappa develops a global digital environment for branding, marketing and communication

In 2014, Smurfit Kappa changed its course and developed a new business, marketing and sales strategy. As part of this extensive programme, the brand was redefined and given a visual overhaul. Capital ID developed the solution that allowed for the global implementation of the new guidelines, digital files and templates in a rapid, simple and user-friendly manner. This marked the start of an inspiring alliance.

Brand Platform supports rebranding

In 2014, Smurfit Kappa changed its course and developed a new business, marketing and sales strategy. As part of this extensive programme, the brand was redefined and given a visual overhaul, although the organisation’s logo did not change. At first, an internal solution was realised with existing intranet technology that was used to manage the brand and its content (logo, visuals, etcetera). This solution did not meet the user experience requirements, however.

After a supplier selection procedure, Capital ID and its ID Manager platform were chosen to realise a user-friendly platform that would be able to expand its content and functionality over time to serve various target audiences. The Smurfit Kappa Brand Platform is included in the corporate IT infrastructure and offers a uniform, integrated digital environment for employees and creative partners.

A platform with room for growth

The goal of the first release was mainly to manage and implement the new brand and corporate style guidelines, digital files, designs, templates and media files – first for the organisation’s own marketing and communication professionals and creative partners and then for all other employees. Subsequent releases further increased the platform’s features: templates for digital publications, flyers and brochures and email newsletters, to name just a few examples.

Global support

The platform is currently developing towards increased local support for marketing and sales activities, the sharing of knowledge and information and global cooperation within the platform. The platform features Single Sign On and it is integrated with Smurfit Kappa’s Active Directory.

The integration with SharePoint was begun recently, to ensure that search results from the Brand Platform are also shown as part of SharePoint Search results.

About Smurfit Kappa

Smurfit Kappa is a globally leading manufacturer of paper-based packaging materials. The organisation has circa 45,000 employees in 34 countries and earned a revenue of €8.1 billion in 2015. Smurfit Kappa develops and produces paper-based packaging materials. Its various branches receive local support from a network of paper, recycling and forestry activities. Smurfit Kappa operates from circa 370 production sites all over the world: in 21 European and 13 North and South American countries.