THE BRIEF
When Sun Chemical first engaged AD Communications in 2012, the request was for a targeted media relations programme supported by selected advertising to raise the company’s profile across the key trade press. More specifically, the aim was to strengthen Sun Chemical’s reputation as a market leader and drive awareness of its innovations in printing inks, coatings and related solutions.
Initially, the focus was on delivering consistent media coverage to support product launches and reinforce brand authority within key industry sectors.
Over time, Sun Chemical recognised the value of a broader, integrated approach to reach multiple audiences, build thought leadership and support sales enablement. This shift required more diverse content, multi-channel campaigns and on-the-ground support at major international events. The objectives were clear: to expand visibility, deepen engagement and position Sun Chemical as the go-to authority in the market.
More recently, expansion into supporting the Advanced Materials and Color Materials divisions marked a step change in the relationship, where we worked on creative projects such as creating campaign straplines, creative design and advert placement.
Additionally, producing Sun Chemical’s three-year global campaign creatives became a flagship project, aligning creative development with strategic goals and ensuring the campaign could run consistently across multiple channels and at events.
THE STRATEGY
AD Communications took a phased approach, starting with media relations and advertising, then over time expanded into a fully integrated multi-channel communications programme, creating a consistent brand narrative and maximising ROI. AD’s integrated approach ensures that the messaging in every piece of content, from a press release to a podcast episode, was strategically aligned and tailored to reinforce Sun Chemical’s leadership across all key markets.
THE TACTICS
To deliver on the strategy, AD Communications executed a comprehensive, multi-channel communications programme designed to keep Sun Chemical front-of-mind across all priority markets.
This included regular earned media relations activity – with press releases, technical features and opinion pieces consistently placed in top-tier trade publications to reinforce Sun Chemical’s position as a thought leader. Paid advertising campaigns were developed and placed strategically across core markets, maintaining consistency in both messaging and visual identity.
In terms of owned and shared content, we developed a suite of creative assets – from infographics and marketing guides to a detailed sustainability guide – to support wider positioning efforts. Video production played a key role in amplifying Sun Chemical’s presence at key industry events, with interviews and product showcases filmed and edited for use across social and internal channels. Event support at major exhibitions such as interpack, Metpack and FESPA included the creation of press packs, the organisation of one-to-one journalist briefings and on-site content capture to maximise visibility.
Specialist content development included a comprehensive Sustainable Growth Guide, alongside landing page content and supporting infographics designed to drive downloads and engagement. We scripted and supported the production of a range of podcasts and webinars in collaboration with key industry publications to deliver engaging, on-demand content that positioned Sun Chemical as a forward-thinking industry voice. PR and advertising content was regularly repurposed for digital and social channels, maximising its reach and impact. In parallel, we delivered creative development support for the Advanced Materials and Color Materials divisions, ensuring consistency with the wider brand narrative.
Finally, AD led the design of core creativeelements for an upcoming three-year campaign, developing assets for use across advertising, social and exhibition stand designs. The integrated nature of the programme ensures that every channel works harder – with PR coverage supported by advertising, enriched through creative design work, and amplified across digital touchpoints – delivering a consistent, high-impact brand presence for Sun Chemical throughout the year.
THE OUTCOMES
- Over a decade of growth in visibility, credibility and market impact.
- A balanced mix of adverts, editorials, podcasts, and digital creative placements to maximise reach. By 2025, the expanded programme was achieving coverage and reach on a scale that would have been impossible in the early PR-only days.
- Consistent presence across print, digital, events and social media.
The AD team has been an invaluable partner in evolving our communications approach. Their industry knowledge, creativity, and strategic thinking have helped us reach our audiences in more impactful ways than ever before.
The breadth of services they now provide, from PR to creative, events to video, has transformed how we tell our story.
Penny Holland
Vice President, Global Marketing Operations
Sun Chemical
