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UPM

two by four smacks consumers
UPM is a leading paper company that focuses on magazine papers, newsprint, fine and specialty papers, among other products. Two by Four, an agency founded by the former DDB creative director David Stevenson, was hired by UPM North America in August 2002 to launch three Ultra Lightweight Coated Groundwood products. The challenge: since the fourth quarter is the time when customers place their orders for 2003, the firm needed to communicate the benefits of these new products quickly in order to impact the sales ordering process. Two by Four developed an integrated communications plan aimed at key customers that included brand print ads, a direct mail piece focused on product benefits, theme development and a video for the annual sales meeting and invitation and informational materials for two regional customer launch events. Especially successful was the "Gold Medallion" direct mailer that created a buzz with customers. One large customer even had their entire team of buyers and product managers wearing the gold medallions when UPM arrived for a meeting! The creative team on the promotion (pictured above) was art director Andy Kohman and copywriter/creative director David Stevenson. Stevenson says Two by Four was founded "with one simple mission: to develop advertising that is undeniable and unavoidable. To break through the clutter of todayís marketplace, consumers need to be smacked upside the head causing them to react, hence the name, Two by Four." Clients include Wrangler Jeans, Pro Rodeo Cowboys Association, Pro Bull Riders, Bridgestone Firestone, Cantigny Golf and Paper Mate.

Stora Enso

sibley/peteet brochure evokes quality
Since its foundingÝin 1982 by partners Don Sibley and Rex Peteet (pictured above), Sibley/ Peteet Design has been a leading force in marketing communications, creating masterful work for a diverse collection of national clients. The firmÝspecializes in branding, packaging, promotions, annual reports and new media. Sibley/Peteet began working with paper companies in the mid-eighties, at the height of the "Texas Design" craze.ÝEarly clients included International Paper, James River, Simpson and Gilbert. Throughout the nineties, and during a long relationship with Weyerhaeuser, the firm and its printing partners helped pioneer ways to achieve unprecedented printing results on uncoated paper. Sibley/Peteetís approach to paper promotions is to not allow the design to "upstage" the beauty of the paper itself. In early 2003, Sibley/Peteet began working for Stora Enso. The firm is responsible for creating ad campaigns, brochures and promotions for the paper company. The latest brochure promotes the Storaís top-of-the-line sheet, Centura, by highlighting the eight fundamental attributes Stora Enso believes that a "100% Premium" paper must possess. Initially, the design team conceptualized ideas to promote the gradeís appearance, range and variety, which evolved into a piece that features imagery representing prestige, status and quality. Image selection, both of stock and commissioned photography, was finalized over the course of weeks as the copy was developed. Production notes detail the numerous printing technique displayed. Contact: www.storaenso.com/na or 800.322.7377

focus is on galerie performance
Galerie has become the leading paper brand in the European magazine industry, and interest is also growing quickly among commercial printers and designers across the Atlantic, as well. Its success, according to the Helsinki-based design agency Focus Business Communications, is rooted in M-real Corporationís papermaking knowledge and its understanding of how readers prefer certain content to be printed on particular papers. Focus crafted a tight promotion program, entitled Strictly Stunning, to honor the 15th anniversary of the Galerie brand. It highlights the link between image reproduction and paper performance, and explains how that connection should be reflected in paper choice. The execution includes a photography competition and related entry kit, expert articles commissioned for brochures, press advertising, a campaign website, photo exhibition sponsorships, as well as promotional rollups and giveaways. A large album of the photo competition will finish the campaign in late 2004.
Contact: www.m-real.com/galerie15/index.htm

authenticity by alezane
What do sales people need when they have to sell a high value product such as cotton papers? A value-added promotional swatchbook that reflects the characteristics of the products, such as prestige, authenticity and consistency. To make that happen, the first step for Cascades Fine Papers Group was to choose the right agency: Alezane, Design & Com, a small but very experienced agency that, says communications coordinator Julie Loyer, "is made up of people who listen and understand well our needs."In addition to Cascades, clients include, among others, Geloso Beverage Group, Videotron, Aventis Pharma, Clariant Canada, Columbia Forest Products, Royal Bank of Canada, Dermik Laboratories Canada, Christian Dior and Onyx North America. The Fine Papers Group manufactures more than 100 categories of high end uncoated fine papers, and a line of coated papers and labels for glass containers whose content is in large part recycled. Brands known in the U.S. and Canadian markets include Rockland, Rolland Opaque, New Life Opaque, Rolland Motif, Jenson, Superfine Linen Record, Colonial Bond and Repro Plus.
Contact: www.cascades.com

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