Making Cummins famous for more than engines
Cummins is about much more than reliable diesel engines.
$34bn A product-to-solution transformation of a $34bn brand
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Drove growth of off-highway offer in key markets
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Unified separate divisions into one cohesive business unit with a singular proposition
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Drove awareness of Cummins extensive power and grid testing facilities
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Re-positioned the brand as strategic engine partners for OEMs
The business
Cummins is a century-old maker of iconic red engines of legendary reliability, for vehicles used in industries from haulage to mining.
The business problem
The brand’s fame in diesel engine technology told a story too narrow for markets with mounting sustainability pressures.
Why agility mattered
Cummins is a thoroughly American business but a fully global brand. While fame and heritage drove US sales, the brand was less mature in other markets. Different sectors and different regions were at different points in their sustainability journey.
The brand needed an agency partner who could deliver both region-appropriate messaging and brand consistency everywhere.
Cummins’ US-based network lacked the in-depth knowledge of European and ASPAC markets to optimise the pace of progress region-by-region beyond North America.
Our evolution of their brand platform FOR A WORLD THAT’S ALWAYS ON. supported four brand pillars. The brand pillars guide and inspire but are endlessly flexible. They along with the brand platform unifies everything Cummins.
Global agility did this
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Transformative global rebrand
30% perception uplift on ‘innovation’
31% perception uplift on ‘electrified power’
31% perception uplift on ‘solving climate change’
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One transatlantic team
US and European agencies assembled a combined team of CS, Planning and Creative individuals operating as one. entity.
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Scaling at speed
As client ambitions and opportunities expanded, we brought in partner agencies across Singapore, Shanghai and Australia creating space for regional teams to work with local agencies and tailoring comms for local markets.
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Two-perspective ideas
Planning and creative teams on both sides of the Atlantic working on briefs simultaneously, delivering stronger and more unexpected ideas overall.
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Digital transformation
The company-wide digital transformation programme prioritised marketing dollars towards activity that drives results.
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Performance affirmed
The agency team have consistently received strong feedback in annual client surveys.
“Launching our global brand platform, For A World That’s Always On, wouldn’t have been possible without our creative and strategic partners at Bray Leino (a Global Agility Partner). Bray Leino was with us every step of the way, from concept to execution, and they continue to play a vital role as we integrate the new platform into our internal and external marketing and communications efforts.”