globalise

Atreus is a globalise brand

Globalise – The Global Interim Management Group – enables you to solve tough business challenges. Individually selected from our managed network of thousands of experts worldwide, our managers will rapidly and accurately understand your situation and achieve your specific goals: quickly, reliably and always successfully. Wherever you are in the world and whatever it takes.

// Find out more
globalise
0

Brand building at photographic services provider CEWE

Case Study

Challenge

In the course of its digitization, CEWE changed its business model and moved into the e-commerce business with private customers. The Atreus manager's task was to further develop the brand strategy for the CEWE PHOTOBOOK and create a new brand to expand online printing activities. He had to find out how and whether an umbrella brand could bring together the services for private and commercial customers.

Success

Atreus developed the brand strategy for CEWE into that of a brand-name manufacturer, initially for the CEWE PHOTOBOOK. A brand was then created for corporate customers, with which CEWE can now expand in the field of online printing with commercial products. 

Interview with Dr. Rolf Hollander, CEO of CEWE

What was the situation at CEWE when you called on Atreus?

We had turned CEWE into a brand-name manufacturer that specializes in digital photography and that receives 80% of its orders through the Internet. The CEWE PHOTOBOOK is a perfect example of this progression, having developed into the most popular photobook in Europe. Based on this success, we wanted to lay the foundation for further growth and create strong new brands for private and business customers. To do so, we had to restructure our marketing instance. 

 

"Our marketing unit needed to be restructured so that further product brands could be established, as well as to generate new customer potential."

What skills were important?

We were looking for a confident and experienced leader who was an expert in brand building and could successfully establish strong customer relationships and was well acquainted with the e-commerce business. The Atreus manager had all these abilities and 25 years of experience in marketing.

 

What special challenges awaited Atreus?

The Atreus manager had the task of realigning the brand strategy for the CEWE PHOTOBOOK. It was positioned rationally, as is shown by the explanatory tagline: "My CEWE PHOTOBOOK – Your photos as a real book". This is where the Atreus manager started. He realized that the CEWE PHOTOBOOK as it is today is not just a product as such to customers, but a way to personally experience wonderful moments in their lives and to relive the joy of them.

The success story of CEWE Color: digitally transforming this hundred-year-old company was a Herculean task.

Dr. Rolf Hollander has been CEO of Neumüller CEWE COLOR Stiftung and CEWE STIFTUNG & Co. KGaA since 2002. In this position, he realized the transformation from an analog to a digital photo service provider and extended CEWE’s lead in the European photo finishing market.

DR. ROLF HOLLANDER

Dr. Rolf Hollander has been CEO of Neumüller CEWE COLOR Stiftung and CEWE STIFTUNG & Co. KGaA since 2002. In this position, he realized the transformation from an analog to a digital photo service provider and extended CEWE’s lead in the European photo finishing market.

 

The manager established communication, especially for the core target group of decision-makers, to quickly build brand recognition.

How did the Atreus manager proceed?

The Atreus manager created an umbrella brand that can combine the service offering for private and business customers. He brought other departments, such as customer relationship management, into marketing and expanded on them. He also had management positions for product, online and international marketing created. Today, the marketing activities of all of the divisions mentioned, and those of trade marketing, PR and sponsoring, flow into one single integrated and holistic brand and communication strategy.

"The interim manager was at our side throughout the entire project, as an advising strategist, manager and co-worker."

How was the restructuring carried out?

The idea for the new, emotional tagline: "My CEWE PHOTOBOOK: My Life" was developed with the manager. The entire marketing communication was aimed at the customer's "Journey of Joy" – that enjoyment of designing, reliving and sharing. A lead agency was commissioned to realize all creative and media services. TV, newsletter and online campaigns followed, supported by PR activities.

How did the B2B business develop?

We wanted to make the most of this customer potential, so we quickly built up know-how in the field of digital printing by purchasing viaprinto.de and in online offset printing with the acquisition of Saxoprint. Initially, we assumed that we would not be able to reach business clients with the CEWE brand. However, in discussions with the Atreus manager, we came to the conviction that our strong consumer brand radiated positively to online printing activities. We wanted the new brand for commercial clients – CEWE-PRINT.de – to highlight our online printing expertise, both nationally and internationally.

 

The CEWE management turned the European photographic services provider at specialist retailers and the large drugstore and electronic markets into a brand-name manufacturer that specializes in digital photography and receives 80% of its orders through the Internet. The CEWE PHOTOBOOK, our first brand-name product, is a perfect example of this progression, having developed into the most popular photobook in Europe since its launch.

FURTHER CASE STUDY: Atreus optimizes the production chain at CEWE

An Atreus expert introduced more efficient production systems for batch sizes of one, and redesigned the entire production and logistics organization

Atreus is the leading interim management provider in Germany and one of the largest in its field in Europe. We solve difficult operational management and transformation problems quickly and reliably. Contact us and find out how we can help you master your situation with management expertise that is available at short notice and that is the perfect fit for you.

Atreus is a co-founder of Globalise – the market’s leading and largest provider of international interim management. Accelerating change and delivering success. Worldwide. Structured as a global group of leading interim management firms, Globalise has the reach to support you in solving your company’s most important issues around the world.