Pilot Chemical Revitalizes Its Brand
CINCINNATI- Pilot Chemical Company has named Willow Creative Group, a Cincinnati-based strategic marketing agency, as its agency of record. By enlisting Willow, Pilot aims to increase its brand equity and marketing efforts to match the company's recent growth.
Founded in 1952, Pilot's steadfast commitment to safety and quality in their products is apparent through their five regional ISO 9001-2000 registered manufacturing locations. The company's constant innovation and proprietary technologies have kept them dynamic. In 2006, Pilot developed four new products, Calimulse PR, Calsoft AOS1245, CalBlend ECO-1 and Calfoam EA-682. Pilot recently expanded distribution overseas and is now reaping the benefits of thriving markets in the European and Asia-Pacific regions.
With Pilot's growth, the company saw the need for a more assertive marketing effort. To meet this demand, Tom McAlpin, recently hired as Pilot's marketing manager, engaged Willow in a partnership to bolster their identity.
"I am thrilled to embark on this revitalization of our brand," said Glynn E. Goertzen, Pilot's vice president of commercial. "We really believe we are taking important steps forward to become leaders in the production of personal care, agricultural and other chemistries. Partnering with Willow will help us deliver this message to the market place."
Well-practiced in the business-to-business marketing world, Willow has built a strong reputation for providing creative solutions to clients through 19 years of business.
"The Pilot account is a great fit for Willow because we will look beyond the usual tactics to develop branded solutions to help more effectively position Pilot for current and future growth and success," states Deborah Dent, Willow's president and founder.
Pilot will work with Willow to refresh their brand appearance, revamp and optimize their Web site and trade show exhibits, and to update other marketing collateral, including sales aids.
