CLIENT
Smurfit Kappa Group
Julie Robinson, Digital Marketing Manager
Sinead Gill, Group PR and Communications Manager
Emma Rocherford, Group Marketing Manager - Corporate
Nikki Labram, Group PR and Communications Manager (Maternity Leave)
Patricia Byrne, Group Marketing Manager – Corporate (Maternity Leave)
Ruth Cosgrove, Group Director of Marketing and Communications
Emer Cobbe, Group Marketing Manager - Customer
Khalsa Hughes, Marketing Project Manager
AGENCY
In the Company of Huskies *Lead Agency
Rohit Verma, Business Director
Claire Slevin, Account Director
Samarah Coughlan, Senior Account Manager
Damian Hanley, Creative Director
Alison Baker, Head of Planning
Ashley McGregor, Senior Account Executive
Sára Benkő, Account Executive
Jane Madden, Director, Strategy
Chris Flynn, Head of Design
Brian Daly, Head of Production
Very Media
Verity Blake, Managing Director
MCCP Planning Agency
Kay McCarthy, CEO
FleishmanHillard
Eilish Joyce, Director
Zero-G
Ciarán ÓGaora, Managing Director
SUMMARY
Smurfit Kappa is a cardboard packaging business.
A commodity category once driven by efficiency and price.
‘The cardboard box’ was about saving revenue, not the planet, and packaging conversations only happened in the stockroom.
To unlock a sustained phase of growth, we made a strategic decision to elevate this conversation to the boardroom. We positioned packaging as a growth driver, a sustainable solution and a strategic imperative for business.
We shifted from acquisition to brand-building and delivered +52.4% new customers; sales that out-performed expected industry growth rate and elevated ‘brand’ as a key driver of purchase.
