CENTRAL NATIONAL GOTTESMAN
CENTRAL NATIONAL GOTTESMAN
CNG is a leader in the global pulp, paper and forest products industry. Delivering a broad range of sales, marketing, finance, logistics and management services to customers and suppliers through three divisions that employ more than 2,500 people in 26 countries. CNG is dedicated to serving the core businesses: pulp, paper, packaging, tissue and plywood, supplying in excess of $5.3 billion of product annually.
CHALLENGE
What CNG lacked was a well-defined brand position and needed modernization of a historically stuffy brand style. The paper industry as a whole was becoming commoditized and prices were falling along with world demand. CNG needed to elevate the brand and connect emotionally to their customers to capture more than their fair share of the market.
STRATEGY
CNG engaged the agency to create a new brand positioning and creative narrative. The concept focused on the greater use cases of paper beyond its face value. Paper is depicted as “more,” used to create a child’s storybook or central to a designer’s creative process.
