Anderson Baillie wins prestigious BASF account

Leading B2B marketing consultancy Anderson Baillie has won the strategic account to launch BASF’s IT Services division into the European Process Industry.

The account is estimated to be worth in excess of £400,000.00.

BASF IT Services, part of the BASF Group, operates one of the world’s largest networks and around 1,000 servers for some 50,000 users in more than 250 locations in Europe.

Their key strengths lie in the provision of successful IT solutions for the Process Industry, managed infrastructure services and business process outsourcing, based on years of experience in providing solutions to the world’s leading chemical company, BASF.

Anderson Baillie was awarded the business because of the breadth of their capability, from strategic conception as well as direction and creativity, through to campaign planning and their ability to manage the whole project through to timely execution and evaluation.

The work includes consultancy workshops to determine the market differential, key compelling propositions and to ensure the accuracy of the go-to-market strategy; as well as specialist commissioned independent research into the European Process industry, from which all selling and marketing messages can be developed.

Both off and on-line mediums are utilised, including a bespoke direct mail campaign in order to ensure maximum awareness of the new brand, which will target contacts at a senior management level.

Paul Terry, European Strategic Marketing Manager at BASF IT Services commented, “Anderson Baillie have assisted us greatly with the development of a market strategy for BASF IT Services. Their consulting team has advised on a central proposition strategy along with supporting propositions and messaging for our various channels to market”.

Anderson Baillie’s clients include:
BASF IT Services, BT, Tiscali, Peoplesoft, Intentia, SAP, EDS, Vivista, PWC and Ariba. They have undertaken many co-operative marketing programmes with leading IT vendors/service companies including Accenture, Hewlett Packard, IBM, Microsoft and Atos Origin.