FEATURE STORY GEA GROUP

Transforming
German
engineering

  • CLIENT GEA Group
  • SECTOR Engineering
  • LOCATION UK & Germany

Skills at play

  • Qualitative research
  • Content planning
  • Ideation
  • Editorial design
  • Photography
  • Art Direction
  • Project management
  • Print production

JWDK was brought-in to advise the Chief Executive on how to maximise their advertising spend to help grow their business. After further discussion about what the internal and external objectives were, it was agreed that a standard advertising campaign would not go far enough to explain the true capabilities of GEA across its world-wide operations.

Instead, it was agreed amongst the group that creating a communication campaign would be a better use of the budget. Not long after, Generate magazine was born. Rather than writing the articles from a technical engineering perspective, instead the magazine focussed on lifestyle stories. Each story unveiled the engineering connection giving real value and purpose to GEA’s work.

The issues were brought to life with a mixture of beautiful photography, accessible stories and interviews. The purpose was to demystify the engineering technology GEA offered.

 

Generate success

For over eight years, JWDK designed and published Generate magazine three times a year. They were received very well and GEA now prints 15,000 English editions and 10,000 German editions per issue.

The Chief Executive was delighted with the results. GEA had found a way to connect their hundreds of businesses together and enable more cross-selling opportunities. There was a certain pride and friendly rivalry across the business, with each new edition of the magazine.

And Generate magazine had the added benefit of attracting employees to join the large global workforce. It provided unquestionable stand out for GEA at careers fairs.