Exel Composites was a global leader in a highly specialised materials market, but low brand awareness was making it harder for sales teams to open doors with decision-makers in priority industries. Simply telling the world more about composites wasn’t going to change that.
We focused instead on the people Exel needed to influence: product development engineers under constant pressure to make things stronger, lighter and more resilient. We discovered something more powerful than a product benefit – a shared mindset. Exel approached problems with the same curiosity and determination as its customers.
For Forward Thinkers turned that insight into a distinctive global brand position, helping drive dramatic increases in awareness, engagement, traffic and leads, and contributing to 49% sales growth in the first year.
The breakthrough wasn’t explaining composites better. It was recognising the mindset Exel shared with the people it wanted to reach.
“Agency Inc hit it out of the park! Totally new ground for our brand”
Robert Glass
Head of Marketing, Exel Composites
