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Solvay & Cytec: Together they are more.

Solvay Article

Integrated campaign introduces aerospace market to a new name.
When Solvay acquired Cytec, they became the world’s second-largest materials supplier serving the aerospace market. Cytec had enjoyed years of leadership in the industry and as a result had developed deep ties with key decision makers in aerospace. A vital objective for the Global Aerospace Summit was the successful introduction of merger and the new name.

Challenge:
Clearly convey the strengths of the new Cytec Solvay group by leveraging the trust, history and relationships Cytec had already built, and demonstrate a sense of excitement for the future based on what a Cytec Solvay merger could offer. The need to overcome a resistance to change was also imperative.

Insight:
Reminding adults of their own memories of childhood and creating excitement for beneficial advances in chemistry will engage them emotionally and intellectually.

Idea:
Blend the concept of new, more advanced technologies with a positive vision of the future.

The concept was to combine the historical elements of the industry with the imagination of a brighter future. The campaign included:

  • Research and strategy development
  • Concept and message development
  • Video development
  • Traditional print ads
  • Display graphics including posters and banners

Results:

  • The Cytec team was able to create a buzz at the event around the merger.
  • The video was shown to all attendees at the event.
  • The executive team hit their goal of meetings obtained with some of the largest aerospace companies at the event.
Solvay Merger
Solvay Cytec
Solvay