Linde Material Handling UK

Linde Material Handling UK

Maintaining market leadership

Linde Material Handling UK is the market-leading manufacturer of forklift and warehouse trucks. Working with Linde since 2008, we were appointed primary agency in 2009.

From the outset, we have been an integral part of their brand development and sales and marketing strategies. We continue to work closely with the sales and marketing team to

transform the way the business communicates to both external customers and internal stakeholders.

As Linde’s brand and marketing communications agency, we handle their brand and business initiative development as well as confidential, business critical strategies.

The Challenge

Our initial challenge with Linde was at the start of the financial crisis in 2008. Perceived as being the expensive market leader the business was concerned that the recession would have a significant impact on sales.

Historically the business was driven by its sales function and brand was lead by the product. We identified the opportunity to build more in to the proposition and for the brand to become more customer centric. We worked with the senior management to “flip the focus” of the brand and develop a service proposition focused on servicing the specific needs of each customer. The brand message ‘Other people do material handling. We do handling your needs’ became a mantra for the business and inspired a new operational direction across all functions.

We have since worked with Linde to develop a range of business critical initiatives, marketing communication campaigns and customer engagement strategies.

The Result

Appointed during the onset of a global recession we are proud to be a part of their continued growth, ensuring they have retained their position as market leader.

As a result of our work Linde in the UK we were recommended to the global communications team headquartered in Germany and were the first agency outside of Germany to work on the global brand.

"I can highly recommend Fogg Associates based on the tangible value they have added to our business. A key aspect of the quality of the work they produce is their approach to really understand what we are aiming to achieve. They quickly understood we needed a different approach and recommended a practical solution that has genuinely transformed the way we communicate to our customers."