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Lifting Terma to greater heights

Terma Annual Report 2017

25 October 2017

Once again, Terma now has an Annual Report to be proud of. Each year CBC works with Terma to develop a strong visual concept, with incorporated infographics, layouts and finalisation to deliver a high-quality document that can be used as much to reinforce Terma’s brand as to report the numbers.

As part of the package, CBC also assists Terma to create a profile brochure and CSR report that fits within the same style, theme and identity. These documents are also produced in an interactive digital format that can be viewed on Terma’s website.

You can check it out here:

“It is a pleasure working with CBC – they are a good match for us. Their team is professional in approach and very creative with all deliverables – this year our Annual Report looks better than ever!”

Kasper Rasmussen
Director, Communications
Terma A/S

Copenhagen Airport stands out at World Routes 2017


27 September 2017

Congratulations to Copenhagen Airport for winning Best Stand at World Routes 2017! Competition was fierce, but creating a relaxed yet professional atmosphere with powerful messaging proved to be the perfect way to make a lasting impression.

Working together for 5 years, CBC is proud to continue supporting Copenhagen Airport as the gateway of Northern Europe.


CBC and Cobham’s latest campaign is red hot!

CBC Cobham B2B Awards

4 September 2017

We are very proud to announce that the London B2B Marketing Awards has shortlisted another of our campaigns to win, this time for the launch of Cobham SATCOM’s new maritime firefighter radio.

Lead generation is the number one priority for B2B marketers, and so it is all the more rewarding to see CBC and Cobham’s partnership recognised for innovation and results in this area.

Shortlisted in the B2B Marketing Awards 2017 for:

  • Best Product Launch
  • Best Lead Generation

About the awards:

The B2B Marketing Awards is organised by B2B Marketing, a London-based organisation set up to recognise excellence in the field of business marketing and communications. Since its inception in 2005, the competition has grown to become the biggest event of its kind outside the US with more than 800 client and agency delegates attending the awards ceremony in 2016. The judging process is entirely independent to ensure the highest standards of integrity. Read more at

For more information, please contact Ali Shah at +44 (0) 745 296 5852 or

Copywriter opportunity

1 September 2017

Cross-Border Communications (CBC) specialises in brand and marketing communications for international B2B marketers. Founded over 30 years ago, we focus on developing campaigns for global implementation and all marketing assets are produced in English as the base language. Working with some of the world’s biggest business brands, we place huge emphasis on high international standards, groundbreaking ideas and exceptional service management.


We need:

  • At least 5 years of agency experience, with a track record of creating results
  • Experience of working with international B2B brands
  • Strong portfolio of own work
  • Integrated background, working across digital and offline channels
  • Strong conceptual thinker
  • Good team player
  • Ability to see work through to finalisation
  • Native English speakers only
  • Relevant education and fluency in commonly used software programs

We offer:

  • Opportunity to work internationally on blue-chip accounts
  • Competitive remuneration package
  • High level of responsibility
  • Opportunity to develop global brands from scratch
  • Chance to join a senior international team of ambitious professionals
  • Permanent and freelance opportunities available

Email your application to Previous applicants need not apply.

Relevant candidates will be set a test assignment.

Getting audiences animated

CBC videos 2016

25 November 2016

We’ve been working hard for some of the biggest brands in their respective industries to create engaging videos and animations, with topics ranging from safety and leadership to product launches and company profiles. Check them out here!

CBC and Svitzer win gold!


23 November 2015

CBC is very proud to announce that Svitzer’s “Safety Counts” campaign has beaten the rest to win gold at the London-based B2B Marketing Awards 2015, the world’s biggest B2B competition.

Entered into the Internal Audience Campaign category, the Safety Counts campaign was a highly original and effective way to support Svitzer’s annual Safety Day activities, generate year-round safety awareness and reduce accidents by as much as 77% across its fleet of 500 vessels and 4000 employees.

The London-based B2B Marketing Awards is one of the industry’s most strongly-contested competitions with entries from many of the world’s largest B2B marketing agencies, including OgilvyOne, Publicis, Earnest, Momentum and others.

You can see the Svitzer campaign here 

About the awards:

The B2B Marketing Awards is organised by B2B Marketing, a London-based organisation set up to recognise excellence in the field of business marketing and communications. Since its inception in 2005, the competition has grown to become the biggest event of its kind outside the US with more than 800 client and agency delegates attending the awards ceremony in 2014. The judging process is entirely independent to ensure the highest standards of integrity. Read more at

For more information, please contact Ralph Krøyer at +45 3525 0175 or

Countdown to another award!


12 August 2015

CBC’s “Safety Counts” campaign for Svitzer has been shortlisted to win the Internal Audience Campaign category of the London-based B2B Marketing Awards 2015. This year the prestigious competition received more entries than ever before, showing once again how CBC is able to go up against – and beat – many of the world’s largest and well-known B2B marketing agencies.

Svitzer, part of the Maersk group, is a global leader in towage and emergency response for the shipping industry. Every year the organisation creates a new initiative to highlight safety issues across their fleet of 500 vessels and 4000 employees.

CBC’s Safety Counts campaign was a highly original and engaging way to support this year’s annual Safety Day activities and – more importantly – to open a channel for promoting year-round safety awareness on a second-by-second and ship-to-ship basis.

By using a web-based Safety Counter that shows real-time safety statistics on a regional or individual ship level, the campaign enabled Svitzer to highlight safety issues and build a sense of shared pride for maintaining a ‘zero incidents’ work record. A smartphone game called Shipshaper was also created that could bring safety issues to life using an animated character known as Deckhand Duke.

The winners of the B2B Awards 2015 will be announced on Thursday 19 November at the HAC in London. Fingers crossed we have the same (or better!) success as last year, where our “Innovation Transferred” campaign for Danfoss won a silver medal.

You can see the Svitzer campaign here and last year’s Danfoss award here.

About the awards:

The B2B Marketing Awards is organised by B2B Marketing, a London-based organisation set up to recognise excellence in the field of business marketing and communications. Since its inception in 2005, the competition has grown to become the biggest event of its kind outside the US with more than 800 client and agency delegates attending the awards ceremony in 2014. The judging process is entirely independent to ensure the highest standards of integrity. Read more at

For more information, please contact Ali Shah at +45 3525 0160 or

Cross-Border Communications wins silver and bronze in Ad Age 2015 B2B Best Awards


29 January 2015

Copenhagen, Denmark (January 26, 2015) – Cross-Border Communications (CBC) has won Silver in the Integrated Campaign category for its “Innovation Transferred” campaign for Danfoss and Bronze in the Branded App category for its “Shipshaper” App for Svitzer in the 2015 B2B Best Awards, announced by Ad Age today.

Entries were submitted from many of the world’s most prominent agencies, such as Ogilvy & Mather, Goodby Silverstein & Partners, BBBO, Gyro and TBWA, illustrating the overall level of quality and intensity of competition.

Presented by Ad Age, the leading global source of news and intelligence for the marketing and media community, the B2B Best Awards celebrate the most innovative and creative work produced by BtoB marketers and their agencies across the full spectrum of media, from print and online to outdoor and experiential. Campaigns were judged by Ad Age editors on their creative merits. For the full list of winners visit

“The most compelling work clearly embraced a powerful trend in BtoB marketing: top brands recognize that customers seek the same emotional connection with their business partners that they look for in consumer brands,” said Matt Quinn, Executive Editor of Ad Age. “Whether the medium was video or print, e-mail or billboards, winning work didn’t simply push a product; it told an empowering story.

Speaking about the Svitzer campaign in their magazine published on 26th January, Ad Age said: “worker safety is necessary but training can be terribly boring. The “Shipshape” game created by Cross-Border Communications is anything but and I miles ahead of training films of the past. This lively little app beckons users to learn safety in a way that’s fun and keeps them from tuning out.” 

In November 2014, CBC also won Silver in the London-based B2B Marketing Awards, Europe’s biggest B2B marketing competition, for Best Multi-Channel Campaign. Winning on both sides of the Atlantic, CBC has demonstrated its international leadership within BtoB branding and marketing.

“We are recognizing a growing need for global businesses to find more innovative and effective ways to support the full customer journey,” said Ali Shah, Managing Director of CBC. “We help our customers to compete globally and, by extension, it is crucial that CBC benchmarks its own capabilities against the best in the world. These awards underline our competitive strength in digital and multi-channel creativity that delivers results.”

More information about the winning campaigns can be seen here for Danfoss and here for Svitzer.

About Cross-Border Communications
Based in Copenhagen, Cross-Border Communications is Denmark’s leading BtoB branding and marketing communications agency for international marketers. Since 1983, the agency has supported the success of many sector-leading companies, helping them to develop and establish powerful business brands on a global scale. Customers today include FLSmidth, GEA Process Engineering, GAC, Danfoss and Svitzer.

About Advertising Age
Advertising Age is recognized as the leading global source of news, analysis and intelligence for the marketing and media community. Advertising Age includes ongoing coverage of strategic topics for marketers from mid to large companies complemented by breaking news and a database of the world’s best creative. The 85-year-old publisher produces more than 15 original rankings each year, including the 100 Leading National Advertisers and 100 Leading Media Companies lists, the Agency A-List, and the annual Agency Report.

For further information contact Ali Shah, Managing Director of CBC, on +45 3525 0168 or

Support your success – with the right brand platform


12 January 2015

In an increasingly competitive global market, a clear and relevant brand becomes key to success. Customers today rely upon – and expect – consistency and integrity across all your marketing activities in order to give their trust and loyalty. A well-constructed brand platform is one of the best ways to achieve this.

A brand platform is and does exactly what its name implies: it provides the stage on which your brand is set. It is the overarching idea, tools and rules that encompass everything that your brand is, how it looks, how it behaves and how it is applied. Its gives credibility to your traditional “mission, vision and values” by transforming high-level branding strategies into relevant marcom activities and giving your organisation a face and voice that customers can relate to. In these respects, a brand platform is something that must be designed, built and maintained with the utmost care.

Creating the right brand platform requires insight and precision; not only must it encapsulate your brand values and promise, but it must support your long-term business strategy and goals. At its heart lies the creative concept – the central idea or hook that all subsequent elements can be hung upon. The flexibility and strength of this idea either makes or breaks the entire campaign; get it right and everything fits into place, providing you with the approach and tools to engage confidently and competitively with your target audiences.

For decades, CBC has been supporting leading organisations in the international B2B marketplace customers with distinctive, compelling and original brand platforms. Take a look here at how we helped sound and vibration specialists Brüel & Kjær to stand out in a proliferated marketplace, as well as what was recently achieved for worldwide shipping, logistics and marine services provider GAC and welding specialists Migatronic.

If you are looking to refresh your existing brand platform or create a new one for a specific campaign, product or other initiative, we’ll be very happy to help. Find out how we can support your success here.

CBC wins silver in London B2B Marketing Awards!

21 November 2014

Breaking news: the London-based B2B Marketing awards 2014 (the biggest event of its kind outside the US) has just announced that our “Innovation Transferred” campaign for Danfoss has won silver place for “Best multichannel campaign”.

The integrated marketing campaign involved a complete product branding and launch platform that supports the full customer journey. In particular, the campaign was a superb opportunity for CBC to demonstrate excellence in product launch marketing on an international scale.

Judged by clients, not agency creatives, this award is one of CBC’s finest achievements. This is not least because of the number, size and reputation of the agencies we were up against, but because this category is by far the most hotly contested in the competition.

See video below and full entry of campaign elements here.

Danfoss – Micro Plate™ Heat Exchanger product launch from Cross-Border Communications on Vimeo.

Thought leadership – influence through authority


7 November 2014

If branding is about being associated with solutions to customer challenges, then thought leadership has an important place in every well-rounded B2B marketing strategy. By positioning your business as an authority on key market issues and by delivering answers to the big questions your customers face, you can become a valuable and trusted part of their decision-making process.

Ultimately, a successful thought leadership campaign is dependent upon well-written, well-placed and timely content. At CBC, we help customers to identify a customer’s most relevant issues and then create and execute solid content marketing strategies focused on these areas. Our team has both wide experience in developing highly engaging and original content and the strategic insight to know how, where and when to position it for maximum effect.


The Ecopolis campaign we developed with Danfoss is a great example of how content marketing proved to be the most effective way to influence opinion amongst a hard-to-reach audience of political and urban development leaders. Also, with FLSmidth we showed how targeted content could educate cement plant owners about meeting financing challenges following the after effects of the financial crisis. To see how content marketing can position you as experts in your industry by taking a lead on key customer issues, have a look at the campaigns with Migatronic and Schilling.

To explore how thought leadership can strengthen your brand, contact Ralph Krøyer at +45 3525 0175 or

“I deal with policy makers on a daily basis and they are not interested in technical marketing jargon. Ecopolis helped us capture the imagination and inspire people to take notice – that is the way to change policy.”
– Paul Voss, Head of industrial affairs, Danfoss District Energy


Redefining Brüel & Kjær’s global market position


2 October 2014

Today it is increasingly difficult for companies to stand apart from the competition. However, in many cases it is the businesses with the strongest brands and the flexibility to adapt to customer needs which are able to secure and maintain a leading market position.

For over 70 years, Brüel & Kjær has been a world leader in the measurement and management of sound and vibration. However, the market widely perceived the company purely as a product provider when in fact it now offers far more in terms of complete, end-to-end solutions. As such, a significant change was required to reposition the business as a partner that helps customers at every stage of their design process.

Brüel & Kjær turned to CBC to develop a new brand platform that would rejuvenate the company’s image, change global market perceptions and equip Brüel & Kjær’s employees with the tools and materials to both understand and sell their new brand story.

Brüel & Kjær is a large and complex organisation and to develop a concept that could encompass their entire service offering and new direction was no easy task. Nevertheless, CBC created a highly distinctive and original communications platform based on a brand promise that also became the company’s tagline – Beyond measure. This concept was able to convey a powerful dual message:

  1. As specialists in sound and vibration measurement, Brüel & Kjær is beyond measure
  2. Brüel & Kjær is moving beyond the measurement of sound and vibration to apply its specialist knowledge to solving customer problems with world-class service

The rebranding project was extensive and included a full suite of internal and external marketing materials, a refreshed company logo, a new design guide, ads, animations, brochures and catalogues, the website and a new design for the company magazine.

Right now we are working with Brüel & Kjær on a host of new projects to further strengthen their communications and ensure that their new brand continues to resonate across the sound and vibration industry.

For more information, please contact Ralph Krøyer at +45 3525 0175 or

CBC and CPH take sales presentations to new digital heights

Copenhagen Airport Digital sales tool

22 September 2014

Copenhagen Airports (CPH) prides itself on delivering excellence and innovation throughout its organization, and its retail business is no exception. Having already attracted many leading Danish and global brands to its airport shopping centre, CPH wanted to takes its offering to the next level.

The airport sales teams asked CBC to develop a digital sales presentation tool that reflected the premium quality and image of the airport itself. The feeling was that power point presentations, however well designed, just didn’t create the right experience. CBC went about creating a proprietary presentation platform that delivered both the impact and functionality CPH was seeking. The result is a digital platform the combines the virtues of a website, brochure and presentation into one tool.

Usable on- or off-line, the digital sales tool provides all the information needed to understand the benefits and business potential of the airport’s shopping centre, including all relevant facts and data, images, unit details, existing customers, etc. It is presented in an easy-to-use and highly engaging format that can be used either during sales meetings as a presentation tool or as a virtual “leave-behind” for the customer to refer back to.

The software was created in a short space of time using the latest techniques to ensure smooth running on any hardware generation. While it is totally secure from a user’s perspective, it has been designed to be easily amended and updated by the airport’s own IT team. It is compatible with all web browsers and all major platforms (Apple iOS, Android, etc.).
The tool is already in use and receiving extremely positive feedback from sales teams and customers. This project has been another great achievement for CBC’s digital team and we look forward to reporting in on Copenhagen Airport’s next marketing initiative. Watch this space!

To learn more or book a presentation of our new sales tool, please contact Ali Shah at +45 3525 0160 –

Finalist – Finalist – Finalist – Finalist!

Danfoss Innovation transferred

1 September 2014

CBC is proud to announce that we are a 4x finalist at the London-based B2B Marketing Awards 2014. Last year CBC won bronze in the Best use of content marketing category (again with Danfoss) and we hope to repeat or better the success this year. You can see last year’s winning entry here.

Out of close to a thousand submissions received from agencies worldwide, CBC’s “Innovation Transferred” campaign for Danfoss has been shortlisted in every category it was entered for: Best Use of Creative, Best International Audience Campaign, Best B2B Product Launch Campaign and Best Multi-channel Campaign.

This is a fantastic achievement, not least because of the size and reputation of the agencies we are up against, but because these categories are by far the most hotly contested in the competition.

What makes these awards particularly credible and challenging is that the awards are judged by clients (not agency creatives) from leading companies such as O2, Freshfields, AXA and Oracle. The judging criteria demand a solid grasp of objectives and strategy as well as a clear demonstration of creativity and results; as such these awards have high demands for supporting documentation and evidence of tangible outcomes.

Winners for 2014 will be announced at the awards ceremony on 20th November.

About the entry:

The Innovation Transferred campaign was a product launch platform for Danfoss’ new range of heat exchangers. The campaign was not only successful in its own right, it also helped redefine the way Danfoss District Energy will manage product launches in future. Take a look at the full entry here.

About the awards:

The B2B Marketing Awards is organised by B2B Marketing, a London-based organisation set up to recognise excellence in the field of business marketing and communications. Since its inception in 2004, the competition has grown to become the biggest event of its kind outside the USA. More than 750 client and agency delegates are expected at this year’s ceremony, to be held November 20th in London.

For more information, please contact Ali Shah at +45 3525 0160 or

Svitzer raises its game

Svitzer Shipshaper app

25 August 2014

Svitzer (part of the Maersk Group) is a global market leader within towage and emergency response for the global shipping industry. As part of the Svitzer Safety Shipshape campaign, conceputalised by us, they turned to CBC again to develop an exciting new game App to help promote safety awareness on board.

The new App is a game called “Shipshaper” that is not just fun to play but also aims to remind shipping industry employees of the safety risks and hazards on board a vessel. In the game, you play as Duke Shaper – a character developed by CBC for the whole campaign – as he runs through different environments, removing typical obstacles (oil spills, open drawers, etc.) through screen swipes. The further the player progresses, the more difficult the challenges become.

Mika Bildsøe Lassen, Head of Communications, is excited about the potential of the game:

“At Svitzer we are determined to put safety high on the agenda, both in our company and the shipping industry. Taking safety for granted is one of the biggest threats to the lives of shipping industry employees, and the Shipshaper game is an interactive and fun tool for our industry employees to remember to always stay focused on safety routines on the job.”

The Shipshaper game can be downloaded from the Apple App Store and Google Play. Try it out! – Also watch video here

For more information, please contact Ralph Krøyer at +45 3525 0175 or


Google_play_203x60 App_store_203x60

CPH Airports – Route to success


22 April 2014

Shortly after winning the World Championship for Route Development at the World Routes Conference last year, CPH Airports has now won the European Championship in the same category at Routes Europe in Marseille. As one of CBC’s most recent clients, we would like to congratulate them on these superb achievements and well-deserved accolades.

These awards are a direct result of new marketing initiatives by their CPH Airports to present the strongest, most credible and sustainable case for airlines to pass more flights through Copenhagen, either as a final destination or as a stopover on route to other countries.

CBC has been proud to support CPH Airports in this endeavour with a new communication platform and suite of marketing materials that included brochures, ads, leaflets, PowerPoint slides and more. The platform’s creative concept was centred upon the concept that each airline, business and traveller comes with its own unique needs and conditions, and that Copenhagen Airport is able to embrace these differences and reconcile them into a perfectly balanced partner/passenger environment.

The awards also celebrated Copenhagen airport’s recent growth and increase in short and long haul routes. These included new intercontinental flights to San Francisco, Los Angeles and Fort Lauderdale, and a 20% growth rate in 2013 for its three major low-cost airlines Norwegian, easyJet and Vueling.

“Our award at Routes Europe emphasises that route development requires more than ordinary sales and marketing. It is also a recognition of the confident and creative collaboration we have developed with the airlines,” said Thomas Woldbye , CEO of Copenhagen Airports, in a statement.

- Click for display of materials

9 years of smooth sailing for Lauritzen news


12 January 2014

With the publication of LN#18, J. Lauritzen’s semiannual company magazine is sailing toward the decade mark. CBC and J. Lauritzen one of Denmark’s leading shipping companies have worked hand in hand to research, write and publish a quite incredible range of stories.

The magazines pages have marked major shifts in business, such as J. Lauritzen’s exit from the reefer trade, in which it had been number 1; its entry into the offshore market; and a growing emphasis on business in the Far East.

In each issue, articles have covered major developments in the separate business units, as well overall company policy in areas ranging from energy efficiency to corporate social responsibility. Other stories have treated broader industry concerns, such as the rise of and response to piracy off the coast of Somalia and Danish shipping leadership in the EU. You might say that the accumulated content of Lauritzen News has become a nice reflection of the J. Lauritzen tagline, Oceans of Know-how. And that its continuous publication reflects a nautical level of trust and teamwork between agency and client.

New CBC case presents powerful Thrane & Thrane product launch


16 April 2013

Thrane & Thrane faced a double challenge. The company, which makes radio and satellite communication equipment for professional users, had developed new products in two different categories. Both needed launch campaigns that reached out to two related, but separate, audiences: maritime customers and dealers. CBC realized that for both these quite different products the key to a successful launch was to provide Thrane and Thrane with a strong combination of complementary media channels and insightful creative content. At the heart of both campaigns was effective use of the web to engage both dealers and end users.

Judging from the main campaign metric, a microsite developed for the Sailor 6000 Series radio and satellite system, the message came through loud and clear. More than 50% of the dealer target group visited the site. And 54% of this traffic came directly to the website (without using search or referrals), demonstrating the effectiveness of the offline call to action in printed campaign materials.


To read more about how strong creative ideas delivered through integrated channels made a big impact for Thrane & Thrane, order the complete, 8-page case story on Thrane & Thrane at absolutely no cost.

The right destination for CPH Airport

12 March 2013

Ensuring that international airlines prefer Copenhagen Airport as a destination is the task for CBC as they support the marketing efforts of the Copenhagen Airports team. The objective is to increase awareness and interest in CPH as a world-class airport for airlines and passengers alike.

As part of the project, CBC is helping Copenhagen Airports create and build relationships with the airlines and is supporting the team as they implement a systematic approach to their dialogue with key decision makers. CBC will also optimise the sales tool kit, to ensure the best possible results.

The Marketing Manager at Copenhagen Airports, Lajs Kaznelson Stockholm, was impressed with CBC’s strategic approach to building and managing relationships: “The way CBC looked at how we build relationships with our customers is very interesting and I look forward to seeing the process in action. In addition, CBC’s use of branded issues to draw attention to our value proposition is exactly what we were looking for and I am confident we will see positive results of this work.”

For more information, please contact Ralph Krøyer at +45 3525 0160.

RESON stays focused with CBC

19 February 2013

Underwater expeditions and hydrographic surveys all over the world benefit from RESON’s sonar gear, transducers, and hydrophones. With the launch of the T-20 series, which sets new standards within marine-survey solutions, RESON needed a global communication strategy targeting the right decision makers in the marine industry.

Impressed with CBC’s extensive experience in this industry, Teledyne RESON asked CBC to help strengthen its market leader position and to support the launch of the T-20 series.

Starting with a strong creative idea, the team at CBC developed a strategic brand communications platform, ensuring consistency and building trust in the brand – an essential component when customers are purchasing solutions that they need to have absolute confidence in.

By partnering with CBC, RESON is set to further strengthen its position as it expands into new markets and application areas. And the new communications platform will also ensure strong internal understanding and support for the developments at RESON.

“We have enjoyed working with CBC so far and their expertise in the marine industry makes us confident they are the right partner for us over the long-term. They understand our brand and have developed the right platform for us to build on both internally within the company and externally,” explains Philip Boissevain, Global Marketing Manager at Teledyne RESON.

For more information, please contact Ralph Krøyer at +45 3525 0160.

Nilfisk-Advance is cleaning up in social media

11 November 2012

Nilfisk-Advance is one of the world’s leading manufacturers of professional cleaning equipment. With production facilities in Asia, Europe and the Americas, and sales companies in 43 countries, as well as distributors in more than 70 countries, Nilfisk-Advance wanted to explore the potential benefits of social media and asked CBC to help.

CBC conducted a comprehensive social media analysis and pinpointed the opportunities for Nilfisk-Advance that could be driven by social media. CBC, in partnership with Nilfisk-Advance, developed a strategy to take advantage of social media and help create and build relationships with customers, improving the brand experience. Nilfisk-Advance’s ambition is to benefit from having the right social media platform to strengthen the customer experience and brand engagement.

“We have enjoyed many years of working with CBC and their analysis of social media for us was very useful. We are now preparing ourselves to take on new challenges and move forward to explore the opportunities represented by having the right online presence”, says Pernille Pedersen, Marketing Manager at Nilfisk-Advance.

For more information, please contact Ralph Krøyer at +45 3525 0160.

FLSmidth’s cleaner technology attracts attention


12 September 2012

FLSmidth has high goals for the environment and unique capabilities within the field of air pollution control for cement plants. As part of the One Source concept, FLSmidth was looking for a new initiative to gain not only market attention, but also to increase awareness within the company of the ways it can help to reduce emissions.

CBC created the Cleaner Performance campaign highlighting FLSmidth’s high-performing, cleaner technology and its reliable business strategies that help reduce cement plant emissions. The campaign promotes FLSmidth’s commitment to delivering cleaner solutions to its customers.

Ensuring that organisations around the world understand what FLSmidth can offer to control air pollution, the campaign has also increased awareness of these capabilities internally, helping to consolidate marketing communications.

For more information, please contact Ralph Krøyer at +45 3525 0160.

Novozymes complex content brought to life


4 June 2012

Chosen from amongst stiff competition both in Denmark and abroad, CBC successfully brought Novozymes value proposition to life, clearly presenting their complex information in a highly creative way.

Explaining how Novozymes supplies the enzymes that can enable an advanced biofuel industry and contribute to job creation, economic growth and energy security is no easy task. But visually communicating this complex content is just what CBC did.

CBC created a series of infographics that grabbed peoples attention. Communicating the hard-to-grasp information in a visual way, meant that Novozymes solutions and vision for the industry was easily understood and shared. In fact, the infographics have been so popular they’ve been picked up by major magazines and press, creating a real impact for Novozymes message.

Used in presentations at high ranking political events, the infographics for Novozymes created some exciting responses and the success is set to continue at the Rio+20 UN conference on sustainable development in Rio de Janeiro in June.


We’ve really been very excited to work with CBC on this project, explains Jesper Frederiksen, Corporate Brand Manager at Novozymes. We were pleased to find what we were looking for at CBC. With a targeted approach, they have helped us bring these complex issues to the attention of politicians and opinion makers and help us successfully present Novozymes at some key events.

For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever theres CBC news, please join our mailing list.

Navigating the right direction

12 April 2012

Providing shipping-specific business solutions worldwide, E-foqus wanted a new branding strategy for Glomaris, their easy-to-use voyage-management system, to increase awareness and lead generation and take advantage of new opportunities.

CBC put its 30 years experience and knowledge of the shipping industry to good use. Creating a re-launch for Glomaris, including an effective cloud-based strategy, CBC helped E-foqus enter new market segments in the global marine industry.

The integrated approach made sure that Glomaris got the most benefit from one strong, consistent creative idea, with synergy across platforms. The team at CBC created a new brand direction for Glomaris – targeting the right market with the right message to generate the right impact.


“We really benefitted from CBC’s experience and understanding of the shipping industry. With their insight, strategic advice and project management, we were able to react promptly to the market opportunity and at the same time ensure we set sail in the right direction with our brand”, explains Niels Ammendrup, COO at E-Foqus.

For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever theres CBC news, please join our mailing list.

Evolving brand identity for publishing growth


1 March 2012

Scandinavias leading provider of innovative turn-key solutions and know-how for the publishing industry wanted a brand shake-up. Increasing global market shares meant Schilling wanted to take another look at its brand position, communication and identity. They wanted to make sure they were making the right impact on publishers worldwide.

CBC rose to the challenge and created a completely new brand identity, reflecting Schillings history and experience, while looking to the future. CBC helped to create the new identity in both on-line and off-line marketing communication activities.

Schilling webdesign

Brand evolution is a very delicate discipline. You dont want to lose the valuable elements of your heritage but, at the same time, you want to accelerate your brand into new opportunities. CBC is an expert in this area and has been a great help to us in re-launching our brand for the global markets, explains Anja Beltoft, Marketing Manager at Schilling.

For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever theres CBC news, please join our mailing list.

Positive work for Glunz & Jensen

42212 GJ_internal posters [PRESS]

7 January 2012

Glunz & Jensen are a leading supplier of solutions for the global prepress industry. When they acquired two new companies with innovative technologies, they wanted to reposition their brand to showcase their expanded capabilities.

CBC helped develop a brand communication concept that supported the complete group in their marketing efforts.
The work positive concept encapsulates both the key external value proposition of driving a healthy business and at the same time supports the positive aspect of the internal integration process.

CBC has challenged us. The brand communication concept they developed is the perfect beacon for where we are heading with our business. says Steen Andreasen VP, Business & Marketing at Glunz & Jensen. During this branding process, CBC has given us the right support and expertise that we needed to successfully reposition ourselves.

When we acquired two new companies, it was vital that we aligned our communication and our organisation as a whole with the overall vision we have for our brand. This was actually the key to the successful merger. It was a challenging task – one where we very much enjoyed and appreciated CBCs support and experience, explains Keld Thorsen, CEO at Glunz & Jensen.

For more information, please contact Ralph Kroyer at +45 3525 0160.

d line selects CBC

15 November 2011

Award-winning d line, a company that grew out of architect and designer Knud Holscher’s dream of creating timeless, minimalistic ironmongery that supports architects, has chosen CBC to help with its branding efforts.

d line’s products, which include hardware, a bathroom series, signs and handrails, are built around the same design philosophy and visual language that, when combined, create a total solution that complements an architect’s ideas and ties a building together. In designer Knud Holscher’s own words: “Very simple ironmongery is to architecture what buttons are to a shirt; both should support the design and not distract from the overall expression.”

We look forward to working with d line and sharing the results of our collaboration. See href=”” target=”_blank”> to learn more.

PBI-Dansensor launches smarter new equipment


27 October 2011

PBI-Dansensor was launching two important, newly updated products: a gas mixer and gas analyser used for a food packaging technology called Modified Atmosphere Packaging. Their main objective: to create awareness, and to do so in a way that featured the complementary products together.

Although the products each offered a variety of exciting new features and benefits, their functions were different, and no single advantage was considered the most important. In addition, the launch campaign had to build upon the existing Fresh Thinking branding platform CBC and PBI-Dansensor had created last year – a humorous communications approach that featured fresh foods as the company’s “spokes group.”

What to do? Find a meaningful umbrella of advantages that covered the two products and eye-catching visuals from the food industry’s own world – an intelligent approach indeed. See for yourself:




The campaign includes a variety of different marketing and communications elements, both online and offline. “The products and marketing materials have gotten an excellent reception from our distributors and sales people, and we expect just as enthusiastic a response from potential customers now that we’re starting to release everything,” says Karsten Kejlhof, Sales & Marketing Director, PBI-Dansensor.

For more information, please contact Ralph Krøyer at +45 3525 0160.

CBC earns honours again in international competition

6 September 2011


For the fourth consecutive year, Cross-Border Communications is a finalist in the prestigious London-based B2B Marketing Awards. Out of thousands of submissions received worldwide – the most ever for the competition – CBC is shortlisted in the category Best Channel Marketing Initiative with its work for Thrane & Thrane.

See the short-listed work.

”This was a huge product launch for us, and we wanted to try something different,” says Susanne Jacobsen, SAILOR Marketing Manager, Thrane & Thrane. ”We needed to engage local dealers and end-users rather than just relying on (distribution) partners. This campaign really helped us connect to a wider audience, with strong creative and an effective media mix. This was also our first-ever microsite, and we’re extremely pleased with the results.”

The microsite, which was the main campaign metric, received over 1,200 unique visitors in the first 4 months, covering 60% of the primary target group of 2,000 dealers worldwide. Average time on site was over 7 minutes per visitor in some key markets.

About Thrane & Thrane
Thrane & Thrane makes radio and satellite communication equipment for professional users. Maritime communication technology accounts for 65% of turnover and is marketed under the SAILOR brand name.

The core of the SAILOR range is the GMDSS (Global Maritime Distress and Safety Systems) portfolio. The SAILOR 6000 Series is Thrane & Thrane’s latest range of GMDSS-compliant radio and satellite systems.

About the awards
The B2B Marketing Awards is organised by B2B Marketing, a London-based organisation set up to recognise excellence in the field of business marketing and communications. Since its inception in 2004, the competition has grown to become the biggest event of its kind outside the USA. More than 700 client and agency delegates are expected at this year’s ceremony, to be held November 24th in London.

Since the agency first entered the contest in 2008, CBC has earned eight finalist nominations and one silver prize.

For more information, please contact Ali Shah at +45 3525 0160 or

New CBC case sizes up the FLSmith brand

CBC Cover

7 July 2011

One thing is building a new brand. Another and bigger challenge is adjusting the perception of an already very strong brand.

With the aim of strengthening FLSmidth’s stronghold in the cement industry and entering new markets in the minerals industry, the group had gone through more than 20 acquisitions in a very short time. CBC was brought in to create one strong, united brand platform conveying the new, full-spectrum offer to the cement industry and building a strong presence in the global mineral markets.

Our “One Source” concept does just that. Order the complete, 12-page case story on FLSmidth at absolutely no cost.

FLSmidth gets cool

Cross-Bar ad AA

28 April 2011

Cement is an old business – older, in fact, than ancient Rome. And since FLSmidth has been specialising in it for “only” about 140 years, they’re well aware of the technological conservatism that permeates the industry. In this market, completely new technologies are rare – it’s more about evolution than revolution.

FLSmidth is, however, considered an impressive technology leader in the cement industry – and the company’s new FLSmidth Cross-Bar Cooler represents an exciting evolution in technology that helps cement plants decrease costs and increase production capacity.

We thought that was pretty cool. Which is why we created an online and offline launch campaign for the new cooler that both confirms FLSmidth’s position as cement technology leader and focuses on the advantages of the newly evolved technology. Take the temperature of the campaign here:

Cross-Bar ad BB

Cross-Bar ad AA

For more information, please contact Ralph Kroeyer at +45 3525 0160 or Or pre-order the complete 12-page FLSmidth case story now.

Topsil conducts new branding activities

Topsil AR

21 March 2011

Topsil develops, produces and sells ultra-pure silicon wafers to the global semiconductor industry. With more than 50 years of experience and distributors around the world, the company is considered a central player in the silicon market.

Topsil wanted to position itself for further growth, which called for a relaunch of its brand with a new communications concept. They chose CBC for the task.

CBC’s communications concept focused on “Energy for Change”. The core message is that Topsil has the technology, products, resources and the will to effect change – a change which implies smarter and more careful use of energy.

As visually interpreted in Topsil’s annual report shown below (one of the new materials CBC helped develop), Topsil’s products permeate the fabric of modern life, from the power grid to high-speed trains, wind turbines and industrial motor controls. The silicon Topsil manufactures – sold in wafers – forms part of components used for conducting electricity from one point to another with a minimum loss of power. In other words: with the energy for change.

Download Annual report.

“We found CBC a good match for our challenges, and weve been very excited with both the process and the result,” says Joergen Boedker, Executive Vice President and Director of Logistics Sales & Marketing, Topsil. “It’s an extremely complex business, and we think that CBC hit our brand and desired identity spot on.”

Topsil also worked with CBC on the architecture of its various brands within the group structure.

For more information, please contact Ralph Kroeyer at +45 3525 0160 or

Thrane & Thrane tune in to customers’ needs

SAILOR 6000 ad 1

4 January 2011

Thrane & Thrane are experts in maritime communications systems. And their technology is inspired by one thing: customers.

CBC translated that unique understanding of the marine environment into a strong creative concept for Thrane’s SAILOR 6000 Series – an extensive new suite of radio and satellite communication solutions for professional seafarers.

Under the theme “ON YOUR FREQUENCY,” the SAILOR campaign uses a variety of different channels to demonstrate Thrane & Thrane’s profound understanding of life at sea. A microsite, ads, brochures, posters, rollups and exhibition stand show how Thrane & Thrane have listened to what users have said about their products and made them even better than before.

SAILOR 6000 ad 1

SAILOR 6000 ad 2

SAILOR 6000 ad 3

Download SAILOR 6000 series brochure and Download SAILOR 6000 posters.

Excellent reception
“This new generation of products really shows we know what our customers are up against, and we’re there to help them face their challenges,” says Susanne Jacobsen, Marketing Manager, SAILOR brand. “Clearly we’ve succeeded in striking a chord with our target audience. Both the products themselves and the marketing materials have gotten a great reception.”

The microsite for dealers and end-users has reaped a particularly good response – a new initiative for the company, which tends to communicate primarily via dealers. See microsite.

Real challenges, real people
As a campaign based on the facts of working at sea, authenticity in the visual impression was essential. All photos were taken onsite, in the rough onboard working environment. The orange campaign icon also symbolises communications technology itself, as well as the thoughts, ideas and feedback from real users.

Even the harsh reality of a tight deadline didn’t thwart the project – all materials were ready less than 2 months after CBC’s initial presentation, just in time for a big industry exhibition.

For more information, please contact Ali Shah at +45 3525 0160.

J. Lauritzen deepens its seafaring story on film

21 December 2010

Three years ago, CBC worked with J. Lauritzen shipowners to create a 5-minute film that tells the story of the JL brand. But with the addition of a new corporate division called Lauritzen Offshore and an increasingly global focus, JL needed to significantly update its cinematic message.

CBC gladly took on the challenge, adding an entire new section to the film and making sure JL’s growing international capabilities were reflected throughout. The result is this 6:24 piece called “Oceans of Knowledge.”

As bandwidths have increased, the Web has turned into an important new stop for this old medium – and more and more companies are climbing onboard the corporate film bandwagon. With their potential for use on corporate websites, in social media, for employee recruitment, in guest reception areas, at exhibitions and events, and for investment and partnering purposes, they’re a relevant medium for today’s audiences.

For more information, please contact Ali Shah at +45 3525 0160.

The Lauritzen Foundation believes in you

Fonden stationary

27 October 2010

Devoting nearly DKK 25 million to charitable, humanitarian and educational projects last year alone, the Lauritzen Foundation helps people around the world each and every day. Yet an extremely low profile meant that much of their work went largely unrecognised.

CBC worked with the organisation formerly called the JL-Foundation to create a new visual identity and brand platform that projects a clearer image of who the Lauritzen Foundation is and what it does.

“An important goal of our refreshed brand image is to educate people both within and outside of our organisation about the whole range of our activities. This brand makeover is a way for us to reach out to the many stakeholders who have an interest in what the foundation does,” says Jens Ditlev Lauritzen, chairman of the Lauritzen Foundation.

See Lauritzen Foundation website and film

See Lauritzen Foundation annual report 2009

CBC built a new corporate identity programme, website and annual report around a creative concept called “Believe in you.”

“It’s a line that can be read two ways: ’We believe in you’ and ’Believe in yourself’. We’re saying that we’ll support you, but that you also need to make an effort yourself,” says Inge Grønvold, executive manager of the Lauritzen Foundation.

And CBC’s redesign of the organisation’s logo can be seen as both a guiding star and a compass needle – “both ways to find direction in life,” says Lauritzen.

For more information, please contact Ali Shah at +45 3525 0160.

CBC three-times finalist in global marketing awards

CBC_GEANiro case

15 October 2010

Cross-Border Communications is a finalist in three categories in the world’s biggest B2B marketing event outside the USA, the B2B Marketing Awards in London.

Out of hundreds of submissions received worldwide, CBC is shortlisted in the category Best B2B Brand Campaign for FLSmidth, Best Use of Creative for GEA Niro and Best Internal B2B Campaign, also for GEA Niro.

These are the toughest categories, so we’re very pleased to be nominated, says Ali Shah, Managing Director. In times of economic slowdown, it can be tempting to focus on safe ideas that don’t rock the boat, but this is often counter-productive. Our work for FLSmidth and GEA Niro is innovative, relevant and effective helping our customers gain ground and defend margins in difficult circumstances.

Best B2B Brand Campaign – FLSmidth

Best Use of Creative and Best International B2B Campaign – GEA Niro

This is the third year in a row that CBC has been a finalist, earning seven nominations and one silver prize since the agency first entered in 2008.

The B2B Marketing Awards is organised by B2B Marketing, a London-based organisation set up to recognise excellence in the field of business marketing and communications. Since its inception in 2004, the competition has grown to become the biggest event of its kind outside the USA. Over 700 client and agency delegates are expected at this year’s ceremony, to be held on November 25th in central London.

For more information, please contact Ali Shah at +45 3525 0160.

PBI-Dansensor freshens up its brand

41554 PBI Dansensor ads 3

18 August 2010

For years, PBI-Dansensor had produced quality control and assurance equipment for a variety of industries around the world. But when they approached CBC for support, the company had decided to focus exclusively on the food industry – and they needed a new branding platform and visual identity to make their offering more, shall we say, appetizing.

As experts in a technology called Modified Atmosphere Packaging (MAP), PBI-Dansensor deals with fresh foods every day. And they’re known as extremely good listeners. Hence, CBC’s creative solution: an eye-catching, humorous concept built around the idea “if food could talk.”

Download the ads from the campaign here.

A telling tagline
The tagline, “Fresh thinking,” helped perfectly position PBI-Dansensor as an innovation and thought leader within MAP testing. “This was particularly important, since potential customers don’t just buy our products, but also our consulting expertise,” says Karsten Kejlhof, Sales & Marketing Director, PBI-Dansensor.

Consistent and integrated
Although PBI-Dansensor’s different subsidiaries had previously had great autonomy in implementing their marketing materials, developing a stronger brand required streamlining the overall messaging across geographic regions and media.

CBC recommended an integrated approach that combines both sales and awareness media and is based on the central communications concept. Creative work ranged from ads and direct mailings to internal launch elements and sales enablement materials, to website and exhibition design.

PBI-Dansensor headquarters are in Ringsted, Denmark, and the company has subsidiaries in France, Germany, Italy, Spain and the USA.

For more information, please contact Ralph Kroeyer at +45 3525 0160.

CBC helps Vitral’s new rooflight shine

Ecoline forside2

4 February 2010

While the environment captured the world’s attention during COP 15, Vitral launched its latest energy-saving product: Vitral Skyvision Ecoline, a rooflight that far exceeds existing building regulations for energy efficiency.

CBC created press materials and an oversized product brochure focused on Ecoline’s revolutionary exceptionally low “U-value” – the industry’s measurement for heat flow through a surface. Targeted at architects and construction engineers, the brochure combines an environmental message with compelling aesthetic and performance arguments.

For more information, please contact Ralph Krøyer at +45 3525 0160.

Newest case story shows how we helped plastics company mould a uniform brand

CBC Primo Case 1

22 January 2010

With up to 24 companies operating under the same name, Primo knew that continued growth depended on presenting a single, readily identifiable face to their customers – and to themselves.

Primo, a leading plastics company, turned to CBC for help executing a “One Company” strategy to unify business processes and create a strong brand image. Our task was to mould a uniform brand profile and communications platform for a company that prides itself on supplying many different solutions for many different customers.

See how we did so in the latest CBC case story. Order your free, 8-page case now.

CBC integrates search as a natural part of overall communication


8 December 2009

Since most B2B target groups start their hunt for information at a search engine, B2B marketers need to increase the sophistication of their search engine optimisation efforts. Now CBC, together with a specialist partner, has developed an effective program to help clients reach target audiences via search engines and obtain good, qualified leads.

“Surveys show that most people research companies and products online before buying. Search engines are key to finding information, and companies that are not optimizing their search presence risk losing out to competitors,” says Hatime Lachheb, CBC Digital Account Manager.

That fact that search engines now list and prioritise social media, Wiki, videos, pdf-files, news and press releases alongside regular homepages in the search results makes it particularly important to integrate search into the overall communication plan.

CBC’s new search marketing program is completely customised and easily integrated in the overall CBC process and workflow.

To learn more, please contact Ali Shah,, +45 3525 0160.

CBC helps B2B leverage social media

22 September 2009

CBC recently gave a presentation on digital and social media at a seminar for B2B marketers hosted by analysts Lindberg Marketing. Held at Delta headquarters, the seminar focused in particular on social media, which is generating excitement but also hesitation among B2B marketers. CBC shared insights on how social media can be leveraged in the B2B context, providing examples and a practical framework for how companies can get started on their own social media activities.

Thinking about social media? Interested in attending a no-obligation presentation on how to leverage it? Just send us an email at and we’ll notify you when the next opportunity arises.

New CBC case details 2nd wave of GAC’s branding effort


16 September 2009

Where do you go after youve gone global? In GAC’s case – a familiar face in shipping and logistics circles – you go local once again.

The latest CBC case story shows how CBC and long-time client GAC put an effective new spin on the company’s five-year-old branding message, which had supported a strategy of global growth. Now GAC’s communications balance global reach with a local, personal touch.

CBC recognised in international competition

9 September 2009

For the second year in a row, Cross-Border Communications is shortlisted in the prestigious London-based B2B Marketing Awards. Out of thousands of submissions received worldwide, CBC is shortlisted in the category Best Use of Creative with its work for Wrist Ship Supply.

“We’re very enthusiastic about the brand campaign developed by CBC, which has had a big impact for us,” says Kim Weidemann, Managing Director of Wrist Ship Supply. “Wrist Ship Supply is all about building a strong global name. Getting nominated for an international award alongside some of the world’s biggest brands shows we’re right on track.”

About Wrist
Wrist Ship Supply provides vessels around the world with provisions, equipment and services. The company is part of the Aalborg-based Wrist Group, which includes OW Bunker A/S. CBC’s campaign for OW Bunker won silver for Best Brand Campaign in last year’s B2B Marketing Awards.

About the awards
The B2B Marketing Awards is organised by B2B Marketing, a London-based organisation set up to recognise excellence in the field of business marketing and communications. Since its inception in 2004, the competition has grown to become the biggest event of its kind outside the USA. Over 650 client and agency delegates are expected at this year’s ceremony, to be held November 25th at the Honourable Artillery Company in London.

For more information, please contact Ali Shah at +45 3525 0160 or

GAC film takes viewers to the local side of the globe

1 July 2009

Anyone can think global, but to act local, you actually have to be there – physically, in person, eye to eye.

With those words from the opening of its first corporate film, GAC pinpointed what makes it special – its physical presence in more than a thousand places on earth.
Dubai-headquartered GAC is the world’s leading provider of shipping, logistics and marine services. Having used CBC for a major global branding campaign four years ago, GAC returned to CBC when it was time for “wave 2” of their extensive branding efforts – which included this 5-minute film.

Why a film?
Why not? Marketing researchers have finally proved what creative pitchmen have always known – the superiority of emotional over purely rational sales appeals (using brain scans, believe it or not). And film, that most emotional of all media, has the power to strike deep into the heart of that most sceptical of all creatures – the business-to-business buyer.

Free case story
GAC’s wide range of new branding efforts is the subject of the next CBC case story, available in August. Order your copy here. For more information, please contact Claus Leinøe at +45 3525 0160.

New CBC case shows how GEA Niro engineered a more global image


15 May 2009

These days it’s becoming increasingly difficult to promote – much less pay for – a decentralized marketing strategy when you’re targeting professionals. After all, B2B target groups are international, as are B2B media and B2B decision-making.

The latest CBC case story shows how we helped engineer a more global image for GEA Niro – the world’s largest producer of industrial drying equipment for the process industries – by combining cross-market appeal with cross-border efficiency.

Order your free, 12-page case story here.

CBC’s Danfoss Drives campaign earns creative awards


15 April 2009

Computer & Automation, an important trade publication in the key German market, recently honoured CBC’s work for Danfoss Drives in its annual advertising effectiveness awards. Readers of the magazine awarded CBC’s “Driving Perfection” campaign, which launched Danfoss’ newest generation of VLT drives, with second-place honours in the categories “Best Slogan” and “Best Graphic,” 2008.

The campaign continued a successful tradition of Danfoss/CBC collaboration, begun 15 years ago when CBC produced Danfoss’ first-ever global VLT positioning campaign. Download the ad from the latest campaign here.

Perfect strategy
“Our strategy was to borrow interest from Danfoss’ excellent reputation for sublime engineering forged at the low-power end of the market. However, this reputation was equally relevant to high-power customers,” says Ali Shah, CBC partner and copywriter on the campaign.

The campaign theme, “Driving Perfection,” was a hit both with Danfoss internally and with its customers. And when combined with images of huge, industrial drive applications, the message that Danfoss is in the high-power end of the market comes through clearly.

Online/offline integration
In addition to awareness advertising in print media, which directed readers to a microsite, CBC developed sales material, posters and exhibition material – as well as the web component. The microsite has gone on to become the best performing microsite in the Danfoss group, demonstrating the power of effective online/offline media integration.

For more information, please contact Ralph Krøyer at +45 3525 0160.

FKI Logistex chooses CBC to launch new corporate identity

2 April 2009

When FKI Logistex decided to change its name to Crisplant in Europe and Asia, the provider of automated material handling solutions contacted three leading advertising agencies to handle the task of creating a new corporate brand and identity. After attending presentations by the three candidates, FKI was certain: Cross-Border Communications was the best choice.

“CBC’s extensive international experience and creative strengths played a big role in our decision,” says Peter Elmvang, Marketing Manager, Crisplant. “They’ve lived up to our expectations, too – we had some very tight deadlines where there was no margin for error, and CBC delivered.”

To support the transition from FKI Logistex to Crisplant, CBC created a new communications concept for Crisplant, a new corporate logo and new corporate design. Immediate deliverables included an internal and external launch campaign, corporate microsite (see, exhibition materials and full range of corporate stationery.

For more information, please contact Ali Shah at +45 3525 0160.

Corporate film helps put GEA marketing effort on fast track

2 March 2009

It can easily take years to build a new dairy, beverage or pharma factory. But GEA Liquid Processing had a revolutionary new way to dramatically slash construction time – and a powerful story to tell customers. CBC helped them do so in “16 months,” a 5-minute film that documents how GEA built and put into operation the world’s largest biotech plant for the production of yogurt culture and rennet for market leader Chr. Hansen – in only 16 months.

The film combines 16 months of film footage, shot with time-lapse cameras mounted onsite where the factory’s equipment was being manufactured in Germany, with footage taken at the “shell” of the Chr. Hansen plant that was simultaneously being erected in Denmark – and, ultimately, shows the successful union of the two efforts. An affable cartoon character, representative of the typical process engineer, not only personalizes the video, but also differentiates it from the typical corporate film. At first the process engineer is sceptical. Is such a feat actually possible? But by the end of the film he’s convinced – and an advocate for GEA’s “fast track” approach.

GEA Liquid Processing uses the film at meetings to whet customers’ interest before following up the pitch with more hard-core technical information.

For more information, please contact Ali Shah at +45 3525 0160.

Foremost Danish marketing publication features CBC article

24 February 2009

“Ideas: the final frontier in the race for the world” is the title of an article by CBC Managing Partner Ali Shah in today’s issue of Markedsføring, Denmark’s foremost marketing publication. Exploring the changing nature of globalisation – and the savvy international B2B marketer’s role in it – the piece offers its take on how exporters can succeed in challenging times.

Read the entire article (in English) here.

For more information, please contact Ali Shah at +45 3525 0160.

CBC supplies Wrist with global communications concept

19 January 2009

Wrist Ship Supply was looking to sharpen its competitive edge in an increasingly challenging global market. Of course communications played a role in its ambitious business strategy, and Wrist chose CBC to develop the creative platform to raise its corporate profile worldwide.

“Just say when” is the theme of the campaign, which includes a whole range of online and offline tools that convey a compelling business message: that Wrist stocks everything a ship might need and delivers those supplies virtually everywhere – so that as a customer, it’s really just a question of when you want your shipment delivered. Just see how the communications concept works in these ads.





CBC also modernized and simplified the Wrist logo, enabling it to serve as a much stronger visual icon for the company.

For more information, please contact Ali Shah at +45 3525 0160.

New CBC case shows how to maximise aftermarket potential

10 December 2008

Many companies consider the aftermarket a necessary evil. But as the latest CBC case story shows, the aftermarket often has untapped potential worth maximising – particularly since the competition has no access to it.

Our project with FLSmidth started with the strategic formulation of the company’s brand promise in the aftermarket. By expressing that promise in a wide range of internal and external communications designed to boost the industrial giant’s image and generate leads, FLSmidth is now realizing its business potential in the aftermarket.

CBC wins international branding award

10 November 2008

Cross-Border Communications won second place in the prestigious London-based B2B Marketing Awards for Best Brand Campaign with its work for OW Bunker A/S. Impressively, CBC had a total of three entries shortlisted out of thousands of submissions received worldwide by the B2B Marketing Awards.

CBC was shortlisted in the category Best Use of Creative with its work for the Trade Council of Denmark and was nominated twice in the category Best Brand Campaign with its work for Satair A/S and OW Bunker A/S. CBC won the Runner-up prize for the latter nomination. CBC was also the only contender to be nominated twice in one category and was the only Danish agency shortlisted in the entire competition.

“Many of the judges in this competition come from the client side, which makes the result all the more significant for us,” says Ali Shah, CBC Managing Partner and Creative Director. “Peer recognition is of course nice, but ultimately it’s far more important that clients see the value of what we do.”

The B2B Marketing Awards is organised by B2B Marketing, a London-based organisation that was set up to advance excellence in the field of business marketing and communications. Since its inception in 2004, the awards competition has grown to become the world’s biggest business-to-business marketing event outside of the USA.

For more information, please contact Ali Shah at +45 3525 0160.

FLSmidth film shows cement plants why they should fix it before it breaks

23 October 2008

FLSmidth Customer Services needed to convey the importance of strategic maintenance to its cement plant customers around the world. Since the subject can be rather complicated, CBC created a short animated film to communicate key maintenance messages in an easy, engaging way. See the animation at FLSmidth’s aftermarket website.

The star of the show is the maintenance manager, and the film demonstrates FLSmidth’s insight into the aftermarket’s maintenance challenges – and how FLSmidth Customer Services can help solve them. The “Maintain” campaign, which is part of a larger aftermarket awareness campaign launched by FLSmidth, includes targeted communications materials designed to help customers maximise plant availability by applying specific maintenance strategies. All of the materials were created by CBC and FLSmidth Customer Services.

FLSmidth’s communications efforts in the aftermarket are the subject of the next CBC case story. Pre-order your copy here. For more information, please contact Ralph Krøyer at +45 3525 0160.

CBC earns three nominations in international competition

15 October 2008

Cross-Border Communications has three entries shortlisted in the prestigious London-based B2B Marketing Awards out of thousands of submissions received worldwide. CBC is shortlisted in the category Best Use of Creative with its work for the Trade Council of Denmark and is nominated twice in the category Best Brand Campaign with its work for OW Bunker A/S and Satair A/S.

“It’s nice to be recognised at an international level, and it’s particularly rewarding to be shortlisted in the categories we are,” says Ali Shah, CBC Managing Partner and Creative Director. “Strong global ideas and integrated thinking remain at the heart of CBC’s offering, and it’s essential that we can compete with the best in the world on these fronts.”

“These award nominations are also a tribute to the clients involved,” he continues. “It takes a committed client to produce great work, especially at a time when marketing communications is under budgetary pressure.”

The B2B Marketing Awards is organised by B2B Marketing, a London-based organisation, and was set up to recognise excellence in the field of business marketing and communications. Since its inception in 2004, the competition has grown to become the must-see marketing event for B2B companies, with over 600 client and agency delegates expected at this year’s ceremony at the Emirates Stadium in London.

For more information, please contact Ali Shah at +45 3525 0160.

Emerson’s marine division sets sail with CBC

As its Marine Tank Management division launches a new range of advanced products and solutions, Emerson Process Management has chosen Cross-Border Communications to develop a global branding campaign that lays the foundation for the effort. The Emerson group has more than 140,000 employees worldwide and an annual turnover of roughly USD 125 million.

CBC’s job is to formulate Marine Tank Management’s brand strategy and to create a communications platform that builds awareness of and preference for the offering in the target group: shipyards, ship owners, operators and charterers. Internal communication to accelerate integration and alignment of the division’s different operations will also be a key part of the assignment.

Look for the results of our collaboration soon! For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

Get the latest case story on how to raise a corporate profile


13 August 2008

As the world’s largest independent aerospace parts distributor, Satair supplies more than 50,000 different parts to aircraft operators and manufacturers. And for years they’d run a hugely successful business without investing heavily in branding.

But when Satair started facing a variety of common business challenges, they realized that the Satair brand had to be visible – and relevant – to all stakeholders in the global aviation market.

The latest CBC case shows how we helped Satair move from “aircraft parts supplier” to value-adding strategic business partner.

GAC takes CBC wherever it’s going

5 June 2008

Dubai-headquartered GAC was so satisfied with the global branding work CBC did for them several years ago that they’ve chosen us for “wave 2” of their extensive branding efforts.

With 1,000 locations around the globe, GAC is the world’s leading provider of shipping, logistics and marine services, and the new branding activities are designed to support the company’s most recent corporate business plan.

A new communications concept will take GAC’s “wherever you go” slogan in an exciting direction that focuses more on local operations. Activities will include a major corporate film, new advertising, internal communications, redesign of corporate literature and an update of GAC’s logo.

Look for the results of our collaboration soon.

Corporate films are back! J. Lauritzen and CBC show why

15 May 2008

When the internet caught on with business, corporate films caught the last bus out of town. Websites were the only non-print medium companies cared about, and communicators everywhere heard the video bell toll. But as bandwidths have increased, the Web has turned into an important new stop for this old medium – and more and more companies are climbing onboard.

Within the last year alone, CBC has worked on roughly half a dozen corporate films. Our recent collaboration with shipping company J. Lauritzen is the latest example. As you can see in the 5-minute film below, we connect emotionally with viewers while telling the story of the J. Lauritzen brand.

CBC came up with the creative idea for the film – called “Oceans of Know-How” – wrote the script, created the storyboard and collaborated with the director of our choice. With locations ranging from Ecuador to Finland and footage both at sea and in port, the film presented a logistical challenge the entire team met with professionalism.

“The end result was extremely well received, both by management and employees,” says Tove Elisabeth Nielsen, Senior Vice President, head of Corporate Image. “The film captures the essence of who we are and what we do, and we can use it in a variety of different ways.” In addition to being shown on corporate websites and in guest reception areas, common uses for corporate films range from employee recruitment, to investment and partnering purposes.

For more information, please contact Ralph Krøyer at +45 3525 0160.

Cabinplant brings precision to branding effort

23 April 2008

In the food industry, precision is crucial – even 5g of excess tuna in the tin can have enormous financial consequences when millions roll off the production line.

The work CBC did for Cabinplant, a provider of tailor-made food processing solutions, capitalizes on this idea of precision. Cabinplant needed to rebrand itself from a traditional machine company to a more business-oriented, international force in sync with its customers’ needs.

In order to help the company do so, we identified precision both as a strong promise to the market and as a core Cabinplant strength. Then CBC developed a related creative concept that cuts through the clutter of industry communications to give Cabinplant a relevant, attractive position.

“Precise by nature” is the tagline that accompanies the work – a line that is equally applicable whether one considers the precision of Cabinplant machines, the Cabinplant corporate culture or nature’s own demands for precision (when’s the last time corn waited to be harvested?).



The concept combines the world of steel – the Cabinplant machines represented by the metal border on the page – with the natural world from which food comes. Since most food processing equipment makers focus on the finished product rather than the raw materials in their communications, CBC’s creative concept sticks out from the crowd – with a message that has value in the reader’s own world.

For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

New CBC case story focuses on global branding of high-end B2B product

CBC_dnp cases_skygge_low

21 February 2008

dnp denmark, the world’s leading supplier of “optical” projection screens, hoped to rock the market when the company came to CBC for help branding its Supernova Screens globally. But an extended sales channel that separated end-users from headquarters by consultants, dealers and distributors made the task considerably more challenging. As did the requirement that the communications platform for Supernova work everywhere around the world.

The latest CBC case shows how we addressed their challenges by integrating strategy, channel and content in a stellar Supernova solution.

Danfoss Drives chooses CBC to develop communications platform for global activities

11 February 2008

Danfoss drives’ ambitious plans for growth within its High Power Drives division has brought the Danish export giant to CBC. Our job: to develop a communications platform for Danfoss Drives’ global activities over the next 2-3 years. The platform’s job: to reinforce the Danfoss brand, as well as create awareness and generate leads for the company’s subsidiaries. Close contact with subsidiaries is therefore a priority in the development process.

“Their involvement is crucial, both so that we find an intelligent solution to their challenges and so that they support the creative work that comes out of the exercise,” says Susanne Krag, Director, Global Marketing Services, Danfoss. “CBC is used to getting all of the players onboard – it’s one of the things they’ve been doing for 30 years to ensure successful communications.”

For more information, please contact Ralph Krøyer at +45 3525 0160.

CBC helps Intermate evolve into Secomea

3 January 2008

When Intermate decided to spin off its remote device management unit into an independent company, they turned to CBC – the agency who had already proven its ability to get Intermate attention (see 27 Aug 07 news story).

The new company, dubbed Secomea, needed a corporate visual identity to go along with its new name, and new business philosophy. CBC created Secomea’s logo and a complete “design toolbox,” including colour palette, corporate typography and samples of everything from letterhead to signage, brochures and promotional items. We’re also helping reshape a number of Secomea’s written communications and the company’s website.

For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

Cabinplant chooses CBC to help strengthen global food industry brand

Cabinplant has chosen CBC to help rebrand itself from a traditional machine company to a more business-oriented, international force in sync with its customers’ needs – and thereby attract both new employees, and new business.

The company, which provides tailor-made food processing solutions, considered a variety of agency alternatives before selecting CBC. Our job – to help Cabinplant increase awareness within target industries, initially by identifying the core value proposition, then by developing the creative platform on which Cabinplant’s new branding project is based.

“We chose CBC not only because they’re familiar with the food and processing industry, but because of their extensive experience in international brand communications. They’re specialists,” says Susanne Holst, Cabinplant Marketing Manager.

For more information, please contact Ralph Krøyer at +45 3525 0160.

Rheoscience mailing yields 35% response

7 December 2007

As a relatively new contract research organization specializing in diabetes and obesity research, Rheoscience needed help raising awareness within the pharmaceutical and biotech community. And the direct mail package CBC created did exactly that – resulting in roughly 35% of contacted companies booking meetings with Rheoscience and an immediate 25% net return on investment.

“It was extremely well-received,” says Rheoscience’s Erik Melgaard Pedersen, Manager, External Affairs. “People certainly remembered us when we called to follow up. We even got feedback from people who said we don’t need your services at the moment, but we’ll remember Rheoscience because of the great mailing!”

The direct mail package played on a visual icon among diabetes and obesity researchers: laboratory rats. By communicating Rheoscience’s ability to guide companies towards fast, valid research results, the mailing struck a chord with the target audience. Inside was a classic labyrinth toy, Rheoscience brochure, memory stick “mouse” with scientific credentials and a personalized letter.
“People couldn’t keep their hands off the toy – it generated a lot of interest within the recipients’ offices in general, which meant we got our name out to an even wider audience,” says Pedersen. Now Rheoscience and CBC are working on a follow-up to the original mailing, which was sent out over a year ago.

Like to see what such a successful mailing looks like? Call Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

CBC helps Satair fly high

12 November 2007

Whichever way you look at it, in the aviation business success ultimately equals the number of aircraft in the sky. Whether you’re an airline or an aerospace parts supplier, business continuity is essential. That’s why Satair’s promise to the industry is “Delivering uptime.”

CBC helped Satair, the world’s largest independent supplier of aerospace supply chain services, define that promise – and the creative interpretation of it – as part of a recent branding exercise designed to consolidate all Satair’s operations under one name. The results of our collaboration can be seen in an integrated campaign that encompasses a variety of media, including these ads.




FLSmidth practices the principles of branding to the letter

20 October 2007

FLSmidth Customer Services offers the most comprehensive range of support services in the cement industry. CBC’s job: to creatively convey this strong position to the world. By playing with an “A-Z” theme, we used the letters of the alphabet to dramatise the division’s wide range of services – and how FLSmidth is redefining the concept of customer services. These ads are part of a wider branding platform CBC built with FLSmidth Customer Services that includes a profile brochure, segment brochure and web update.



For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

New CBC case story highlights classic B2B challenge


25 September 2007

SimCorp supplies sophisticated software embedded in a unique system called SimCorp Dimension. While its product is distinct, the company faced challenges similar to other small Danish firms dwarfed by Goliath-sized competitors abroad: Low awareness among the target group. And a customer buying process that involves low frequency, a high degree of irreversibility, a high level of uncertainty – and a correspondingly high need for information and reassurance.

SimCorp asked CBC to build a brand platform that would raise its profile fast. See how we helped them step apart from the crowd.

Danish Interpretation Systems positions itself using unconventional communications concept

6 September 2007

When people from around the world hold large meetings together, Danish Interpretation Systems (DIS) helps them communicate with advanced conference electronics. Now CBC is helping DIS communicate with a creative concept that draws attention to its Touchscreen ConferencingTM product.

Clarity ad

“The idea in the ads is to illustrate how the new DIS system helps people get messages in and out of their own system, if you will. Because it gives meeting participants more information, they feel more calm, for example, or they get more clarity,” says CBC Art Director Michael Buhl.

Calm ad

The ads grew out of DIS’ desire to focus more on supporting dealers, and they support the company’s position as an innovative – unconventional – supplier of equipment to conventions. “Our joint effort has created a communications platform and brand position that will give us a competitive edge in the market,” says Conni Vang Jensen, Marketing Manager, DIS.

For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

CBC helps Intermate keep up – and get ahead – in a competitive market

27 August 2007

Remote Device Management (RDM) helps machine manufacturers service equipment remotely, minimising downtime and total cost of service. As companies strive to streamline operations, the RDM concept is gaining favour – and CBC is helping Intermate make sure their solution is the market’s favourite.

CBC’s assignment was to increase the target group’s awareness of Intermate’s RDM solution. Rather than trying to be all things to all people, CBC recommended focus exclusively on industrial applications, where Intermate has a real competitive edge. CBC’s creative concept “Continuous production requires continuous service” and slogan “Keep up” struck a cord with production managers looking to improve uptime.

Posters 1

Posters 3b

Posters 2

“CBC’s concept communicates a clear benefit and helps distinguish us in a highly competitive environment,” says Bjarni Ernst, Marketing Manager, Intermate. “By addressing executives in the industrial segment with a clear and crisp message, we play to our strengths, and we are already starting to see the results.”

For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

DDD markets a brighter approach to wrinkle reduction

14 May 2007

Danish Dermatologic Development (DDD) had exciting news for dermatologists: DDD’s new wrinkle reduction treatment provides a safer, simpler and more effective way to combat the visible signs of aging. CBC’s job: to develop a communications strategy and creative concept to spread the word.

Because the treatment represents a brighter approach to wrinkle reduction, we chose a creative approach that is equally bright – particularly appropriate since DDD makes light-based solutions for medical and cosmetic conditions. The new wrinkle reduction treatment combines DDD’s breakthrough “photo spray” with its Ellipse Intense Pulsed Light treatment. CBC has helped DDD market its Ellipse brand since 2003.

In addition to the ad you see here, CBC developed a brochure, direct mail piece and website ( for the project, as well as the strategy for how the materials are to be used.

DDD_wrinkle ad2

“Our distributors have been extremely enthusiastic about the new treatment opportunity as well as the materials that support it,” says Dorthe Deleuran, Marketing Manager, DDD. “CBC’s strong creative concept has enabled us to communicate our message to the target audience in an extremely attention-getting manner. Our sales figures document that success, even though distributors in a number of countries are still waiting for some import licensing issues to fall into place.”

For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

Rheoscience raises awareness – online and off


7 May 2007

With a new website that documents how Rheoscience adds value to research in obesity, diabetes and related metabolic disorders, the young biotech company is projecting a professional image worthy of its impressive track record. Log onto to see how.

CBC was responsible for the project outline and specification of requirements, helped define the content of the site, developed the site structure, wrote nearly all of the text, designed the layout and delivered a number of photos to a programmer chosen by the client.

“Our previous website dealt primarily with our internal research – now we’ve positioned the entire three components of our business under a professional corporate profile that is in line with our abilities and aspirations,” says Erik Melgaard Pedersen, Manager External Affairs, Rheoscience. “The response from the market has been extremely positive.”

The project had its background in a communications concept CBC developed for Rheoscience some time ago. Other projects we’ve collaborated on include a clinical research brochure and exhibition stand. We’ve also worked with Rheoscience to increase the company’s visibility and name recognition in distant markets – the results of which will be shown on this website soon. Our next joint project: to further flush out the “Clinical development” and “Discovery” sections of the Rheoscience website.

dnp positions a top-of-the-line brand by showing the power of contrast

17 April 2007

Ever sat in a dark meeting room and stifled a yawn during a PowerPoint presentation? Or even worse – tried to decipher what’s on a washed-out screen, as daylight streamed through the meeting room windows?

dnp denmark’s Supernova optical front projection screens put an end to the problem. Developed specifically for use in bright environments, Supernova Screens represent a breakthrough in front projection screen technology. CBC’s job was to help dnp break through to the market by positioning Supernova as an exclusive, top-of-the-line brand well worth its premium price.

We did so by building on the key benefit of Supernova Screens: contrast. A series of ads, and the 53-second film you see here demonstrate the power of contrast – and the effect it has on the viewing experience.

Dyrup conveys brand promise of durability with durable creative concept

20 February 2007

Manufacturers of windows, doors, playground equipment, outdoor furniture, fences and other weather-exposed wooden products need paints (or “industrial coatings,” as they’re called in the industry) that last a long, long time. With its GORI product line, Dyrup fits the ticket precisely – and now a new campaign from Dyrup and CBC drives home the concept of durability simply and effectively.

A series of ads, for example, features buildings in various stages of disrepair – with the exception of their windows, which are in eye-catchingly excellent shape. (The result, of course, of Dyrup coatings.)

“We liked the idea immediately because it conveyed a simple but strong brand promise in an original way,” says Dyrup’s marketing manager, Søren Juhl Hansen.

In addition to the ads, CBC helped Dyrup get mileage out of a series of stunning photos that are used to support key sales messages. So far, the photos have been used in a calendar, exhibition stand and technical brochure.

For more information, please contact Claus Bruun at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

Niro recruits engineers by using a reflective approach

20 January 2007

As the battle to recruit gifted young engineers intensifies, Niro is fighting brawn with brains – and taking an approach that is both literally and metaphorically reflective. While the Goliaths of the engineering world can sell themselves on sheer stature alone, CBC helped Niro play up its humane dimensions with a “mirrored” billboard at Copenhagen International Airport.

A pocket-sized brochure attached to the billboard encouraged potential jobseekers to stop and reflect on life, work, work/life balance and Niro.

More than 2,000 people took the bait – and the brochure. Now Niro and CBC are following up the project with a tabloid-sized recruitment piece aimed at young engineering students.

For more information, please contact Claus Bruun at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

Satair partners with CBC in branding effort

6 December 2006

The world’s largest independent supplier of aerospace supply-chain services has chosen Cross-Border Communications to spearhead a wide-ranging branding programme. The purpose of the project is to consolidate all Satair’s operations under one name, with one image and one promise to the world.

CBC initially conducted a thorough pre-study to identify Satair’s aims and how CBC could help support their business strategy. The resulting brand platform is based on CBC’s 8-step model, with the creative work including a far-reaching identity programme and a creative concept applied to a variety of communications materials. Look for the results of our collaboration this spring.

For more information, please contact Ralph Krøyer at +45 3525 0160.

CBC helps OW Bunker rebrand following sea change

2 November 2006

When the shipping business went global, regional player OW Bunker expanded its Northern European business base into a vast, worldwide network. A supplier of marine fuels (known in the industry as “bunkers”), OW had another remaining challenge, however: shedding its small-town image and looking as international as it had become.

CBC helped OW renew its corporate identity and brand promise with a focused, bold communications concept that uniquely positioned OW in the bunker industry. From print ads, to corporate and regional brochures, to the OW website, to internal and external newsletters, OW now conveys that it is “There for you” – with a number of compelling benefits. And with a distinctive and easily recognizable visual identity.

Here’s a small sample of the print work; see to view our online efforts. You also can pre-order a free copy of an upcoming CBC case story that features OW Bunker. For more information, call Claus Bruun at +45 3525 0160.




FLSmidth cements relationship with CBC

7 October 2006

FLSmidth’s Customer Services Division has chosen Cross-Border Communications to help develop a communications platform to bring the division’s messages to the market. Customer Services handles all spare parts sales and service-related functions related to the cement industry. A dedicated group of the division’s engineers also focuses on cement plant upgrading and modification projects.

Just as Customer Services supports its clients’ businesses and helps them get the most out of their cement plants, CBC is looking forward to helping FLSmidth make the most of its opportunities!

World’s leading supplier of optical screen technology selects CBC

29 September 2006

dnp denmark, the world’s leading supplier of optical screen technology, has selected Cross-Border Communications to help market its groundbreaking new Supernova Screen. A major milestone in the market, the Supernova Screen allows front projection to be used in brightly lit environments for the first time ever. The screen delivers up to 10 times higher contrast and two times brighter images than standard front projection screens.

dnp denmark was established in 1989 as the worldwide screen production centre of Dai Nippon Print Co. Ltd, one of the world’s largest printing and media companies. Look for the results of our collaboration soon.

We’re there. Are you?

14 September 2006

The Trade Council of Denmark is increasing awareness and strengthening its value proposition with an eye-catching advertising campaign from Cross-Border Communications. Featuring the Danish flag visually “reproduced” in locations ranging from New York to São Paulo, the campaign is running in Danish business publications and at Copenhagen Airport. CBC developed the strategy for the campaign, as well as the creative work.

As the world’s only export consultants represented in 90 countries, the Trade Council of Denmark offers Danish companies a unique advantage. “The campaign is new and different because it focuses solely on the fact that we can help because we are there. We have Danish experts in the sector and local capacity. No other Danish organisation has core competencies 90 places
across the world,” says Anne H. Steffensen, Head of the Trade Council of Denmark.

By the way, the photos are not manipulated – photographers leaned out of helicopters in five of the world’s commercial focal points, and focused on intersections.




World’s largest shipping organisation partners with CBC

30 August 2006

BIMCO, the world’s largest private shipping organisation, has appointed CBC as its new agency. BIMCO’s membership spans 123 countries and includes more than 2,550 companies. Owner members alone control 65% of the world’s merchant fleet. Look here for more details of our collaboration in the future.

CBC designs new NeuroSearch website

30 May 2006

A new website design for the biopharmaceutical concern NeuroSearch is meant to visually enhance the company’s image and increase emphasis on investor and research activities. NeuroSearch is aiming to solidify its reputation as one of Denmark’s most dynamic biotech companies.

CBC designed the new site, which uses a “snapshot” creative approach to present a company on the move. Flash banners, for example, entice the user into learning more about important investor relations issues such as stock, transparency and dialogue. Click here to try for yourself.

The R&D section takes a similar active approach, focusing on drug discovery, progress and alliances. Click here to try for yourself.

CBC also designed the company’s most recent annual report, which introduced the “snapshot” creative platform.

For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

Primo products go high-profile with CBC’s help

20 May 2006

An important exhibition. A unique product. A high-impact solution. These were the ingredients of Primo and CBC’s latest collaboration – a marketing campaign for Primo’s windows and doors segment.

The campaign kicked off with two attention-getting direct mail pieces that enticed the target audience to visit Primo’s stand at an exhibition in Germany. When attendees dropped by to claim their “prize,” they saw a newly designed Primo stand and a brochure about Primo’s unique plastic “profiles” for windows and doors. After the exhibition, Primo will stay top-of-mind with a campaign website and newsletter.

“The campaign was a real success and very well-received by the market,” says Stein Trygsland, Managing Director. “Not only did we increase stand attendance as compared to previous years, but we now have the tools to further build on the good contacts we made.”

For more information, please call Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

Ramboll and CBC put a human face on Ramboll’s work

18 May 2006

Ramboll, a leading Nordic consultancy, is increasing brand visibility through a series of ads designed to demonstrate the full impact of the projects in which Ramboll is involved. The ads focus on what Ramboll’s clients do for their customers – that is, the benefits Ramboll’s customers’ customers reap. For example, when Ramboll builds a bridge, the nation’s infrastructure improves; at the same time, that nation’s citizens get home more quickly for more time with their families. A corporate video illustrates the same concept of “Knowledge taking people further.”

The campaign has been launched throughout Scandinavia, where the Ramboll Group has more than 5,000 employees in over 70 offices.

For more information, please contact Ralph Krøyer at +45 3525 0160.

Sagem Denmark points the market towards secure payment solutions


23 March 2006

A new corporate profile brochure, website and exhibition stand are helping Sagem Denmark direct potential customers to its electronic payment solutions. Sagem’s expertise encompasses three areas: encrypting PIN pads for the ATM market; point-of-sales terminals for the retail industry; and unattended payment solutions for petrol stations, ticket vending, kiosks and parking venues.

CBC built the communications concept for the new materials on the common thread that ties these business areas together: security. Using encrypted computer code as a visual palette, the materials deliver key messages that underscore Sagem’s attention to technical detail – as well as the customer’s big picture.

See the results of our collaboration here – and at

For more information, please call Ralph Krøyer at +45 3525 0160.

To be notified whenever there’s CBC news, please join our mailing list.

Dynamic new website aligns Plus Pack’s online and offline identities

6 March 2006

A new, market-oriented website is now bringing the corporate identity CBC developed for Plus Pack’s offline materials to the online community. The site aligns the messages the food packaging company communicates to target audiences in a dynamic manner, and f requent “calls to action” work to convert website visits into tangible leads.

CBC designed, wrote the text and managed the project. An improved content management system also makes updating the website easy and efficient for Plus Pack.

Currently launched in an English language version only, the website will also soon be available in German and French.

For more information, please call Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

New CBC case shows how to focus the market’s attention on your brand

28 February 2006

In today’s business world, low visibility equals high uncertainty. Unifeeder, one of Denmark’s leading shipping companies, knew that it had to get more attention to keep getting more business. Looking like a leader was first on the agenda – but more than just a design facelift, Unifeeder needed a completely new way to communicate with the market.

Our newest CBC case story takes a look at Unifeeder – and how CBC helped the shipping company express itself in a more up-to-date manner, without compromising its corporate culture.

Corporate film for Nilfisk-Advance wins MCA Award

14 February 2006

A corporate film CBC co-produced for Nilfisk-Advance earned a “Silver 2006” award in the category Information/Marketing from MCA Denmark, the Media Communications Association. CBC and Filmbureauet produced the movie in honor of the 100-year anniversary of the world’s largest producer of professional cleaning equipment.

The short film, entitled “Change,” presents Nilfisk-Advance’s mission, vision and values and supports the company’s position as a global leader. Used as an opener at sales meetings, the movie is in six languages: English, Chinese, French, German, Hungarian, Italian and Spanish.

MCA Denmark – previously known as ITVA Denmark – was established in 1978 and is an association for members of the AV, film and multimedia industry.

To see a copy of the four-minute movie, or for more information on CBC’s corporate film experience, please call Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.

DDD uses interactive media to generate interest in new-and-improved product

26 January 2006

How do you help your sales channel get the most out of their marketing efforts? Interesting, attention-getting marketing materials are certainly a key component, as Danish Dermatologic Development (DDD) used when they launched the latest version of their Ellipse Flex intense pulsed light system this past fall.

CBC helped develop a high-profile CD-ROM that could be used in meetings, as a direct mail device and as a stand-alone sales tool. A product brochure and pre- and post-launch advertisements also helped generate interest in the new-and-improved Ellipse Flex.




Unifeeder boosts corporate brand with unified identity


4 January 2006

When Unifeeder decided to gather its various activities under a single corporate brand, the shipping company’s objective was clear: strengthen Unifeeder’s identity, and send a clear, more uniform signal to the market. Updating the company’s visual and editorial identity was a natural part of this process – and CBC lent a hand on everything from the Unifeeder logo, to brochures for each of Unifeeder’s four divisions, to a corporate profile piece, to a complete stationery programme. CBC also designed the Unifeeder website,

As you can see below, the result is not only a unified, professional image, but also a communications concept that stresses the benefits of working with Unifeeder in a refreshing, creative way. Whether Unifeeder’s customers are looking out of the back of a ship’s container or the back of a truck, what they see is a company focused on delivering more of Northern Europe.

TORM strengthens its course with renewed branding initiative

3 December 2005

Nearly five years ago TORM started working with CBC, and together we created a global branding campaign that captured the attention of the shipping and investment community. Since then the company has grown tremendously, becoming a far more focused concern and a world leader in tank operations.

In late 2005, TORM knew it was time to renew its communications platform for future branding activities. They invited three agencies to compete for the business – and once again, the shipping company chose CBC.

Here you can get a taste of our latest collaboration. The work is an evolution of the previous advertising concept that helped bring TORM to where it is today. What’s new, however, is the high-profile impact of a company that dares to behave as the world’s best. Self-confident? Yes. Credible? Absolutely. And with a creative elegance that never (pardon the choice of words) goes overboard.

World’s largest architectural sign company signs on with CBC

30 November 2005

Modulex, the world’s largest producer of architectural sign solutions, has selected Cross-Border Communications as its strategic marketing and communications partner.

CBC’s first assignment: to successfully launch one of Modulex’s innovative new products.

Modulex is represented in more than 35 countries and has 40 locations in the United States alone. Look here for the results of our collaboration soon!

For more information, please call Ralph Krøyer at +45 3525 0160.

CBC to help launch new logistics brand, GAC-Benair

28 November 2005

GAC-Benair has chosen Cross-Border Communications to help launch its newly established corporate brand. The new logistics enterprise is the result of the recent acquisition of the British freight forwarding company Benair Freight International Limited by global shipping and logistics provider GAC Group. CBC is in the process of developing a variety of materials for GAC-Benair, including advertisements, direct mail pieces and brochures. Look for the results of our collaboration soon.

For more information, please call Claus Bruun at +45 3525 0160.

New CBC case shows how to market a product in an entirely new product category


24 October 2005

What works best in advertising depends on what you’re selling. In our experience, if the product is conceptual the advertising probably shouldn’t be too abstract. When dealing with product categories that are new – such as Modulex’s dynamic indoor multimedia signage – you want to zero in on the problem the product solves. Otherwise you end up with an ad for something nobody recognizes they need.

Our newest CBC case story takes a look at Modulex – and how the creative concept we developed for their revolutionary new product is recording hit rates of 20%.

New project manager joins CBC team

3 October 2005

Denise Bach Lund has joined CBC as a project manager on a number of different accounts. A graduate of Copenhagen Business College, Denise brings nine years of industry experience to the table – most recently as a project manager for a Danish manufacturing company’s internal advertising agency. We’re happy to have her with us, and we’re sure our clients will be too!

Sagem feels secure with CBC

5 September 2005

Sagem Denmark is one of the world’s leading providers of high-security payment solutions. And now they’ve entrusted CBC with the design of their new website, due for launch before year-end.

The company’s main business areas are encrypting PIN pads for the ATM market, point-of-sales terminals for the retail market and unattended payment solutions for the petrol, parking and ticket vending industries. Sagem Denmark also develops state-of-the art customized software platforms and payment applications.

We’ll let you know when the site is up and running. For more information, please call Ralph Krøyer at +45 3525 0160.

GEA Niro and CBC engineer productive work process

15 August 2005

A host of interesting assignments have accompanied Niro’s recent appointment of CBC as its main agency for global marketing activities. Niro specialises in the development, design and engineering of process equipment and plants for the food, pharmaceutical and chemical sectors.

Projects for Niro – and the rest of GEA’s Process Division – include:
- Positioning Niro Pharma Division and the Niro Chemical Division worldwide
- Lead generation within the dairy segment
- Direct marketing program aimed at the coffee industry
- Sales support to help power plants limit CO2 emission
- Branding campaign for GEA Liquid Processing
- Positioning the GEA Process Division in the Italian market
- Profiling Niro in a general HR recruitment effort

Headquartered in Copenhagen, Niro has approximately 1,500 employees in 40 countries and produces process equipment for the food, chemical and pharmaceutical sectors. Niro is owned by the GEA Group, one of Germany’s leading industrial companies.

Rambøll Group recruits CBC – and new employees

15 July 2005

“Knowledge taking people further” – that’s the essence of the Rambøll Group brand. And Rambøll, a leading Nordic consultancy, needed help translating its brand into a creative concept that could be used for recruiting purposes. CBC created such a concept, as well as a set of guidelines to help each Rambøll office successfully reach out to potential new employees.

The Rambøll Group has more than 4,000 employees in over 70 offices covering the Nordic region and reaching out internationally.

For more information, please call Ralph Krøyer at +45 3525 0160.

CBC helps Primo turn branding vision into reality

10 May 2005

When 24 different offices and factories around the world joined together under the Primo banner, a uniform profile was a marketing necessity. The plastics company teamed up with CBC for the challenge. The first priorities were a corporate profile brochure and corporate video that showcased the Primo brand with a new design. Next up was a design manual for the individual offices to use when preparing corporate literature. Now CBC and Primo are working together on a new corporate website, which will feature a revised structure, design and content.

Primo is a leading Northern European supplier of a wide variety of products, of which the common denominator is plastic. The company, which has 800 employees, supplies both specially manufactured and standard products to a wide variety of industries and dealers. Headquarters are in Tistrup, Denmark.

For more information, please call Ralph Krøyer at +45 3525 0160.

YORK Novenco meets annual sales goal in only 4 months with CBC’s help

5 April 2005

After several years without actively promoting its ZCF ventilation products, YORK Novenco decided it was time to give the air handling unit called Climaster ZCF a boost on the Scandinavian market. CBC took on the challenge by creating a campaign that truly made the Climaster ZCF stand out from the crowd.

A direct mail piece, print ad, brochure and online banner made up the campaign, which YORK Novenco reinforced with follow-up phone calls. The effort was a big step in the right direction: only four months into the campaign, YORK Novenco met its Climaster ZCF sales goals for the entire year.

CBC’s strategic recommendation to promote another related YORK Novenco product within the campaign materials also proved beneficial.

YORK Novenco, based in Næstved, Denmark, is one of the world’s leading suppliers of ventilation and fire-fighting systems.

For more information, please call Henrik Binzer at +45 3525 0160.

CBC helps Danware support sales in 80 countries

15 March 2005

For the fifth time in a row, Danware has turned to Cross-Border Communications to introduce the newest version of its main product: NetOp Remote Control 8.0.

CBC developed a complete spectrum of materials to help support Danware’s sales channel, including ads, brochures, an exhibition stand, packaging and posters.

Produced in 10 different languages, the information is being used in 80 countries.

An electronic news flash sent to roughly 60,000 Danware news subscribers also brought the message about the new software into end-users’ mailboxes.

For more information, please call Henrik Binzer at +45 3525 0160.

Benefit-oriented direct mail piece gets potential customers interested in Bifodan

21 February 2005

Bifodan is the outsourcing partner of choice for many leading European healthcare companies, who turn to the Danish company for production of pharmaceuticals and dietary supplements.

And Bifodan’s contract manufacturing services got a well-deserved boost when Cross-Border Communications developed a direct mail piece highlighting the benefits of outsourcing production with Bifodan. By using a visually strong communications concept, the piece drives home the key sales point in an effective manner and cuts through the mailbox clutter.

“In the first phase of the rollout we’ve already experienced nearly an 8% response rate,” says Peter Dam, Sales and Marketing Director. “Clearly, it was the right decision to use an agency that not only has native English language expertise, but also has the creative ability and strategic experience to guide the project.”

CBC has recently designed other communication tools for the company as well. In fact, Bifodan was so pleased with the creative solution to the direct mail piece that its design direction has been incorporated into a number of additional communications.

For more information, please call Ralph Krøyer at +45 3525 0160.

New Danbrew website the toast of the industry

12 February 2005

With its visually arresting appearance, user-friendly navigation and professional, practical content, the new Danbrew website is making a splash with breweries around the world. Danbrew is a specialist consultancy dedicated to helping breweries outperform in a highly competitive field.

 As a high-profile marketing tool, the website plays an important role in Danbrew’s efforts to re-introduce its “Brew-How” brand. Cross-Border Communications supplied the design, text, information architecture, programming and strategic direction for the new site.

Grab some chips and a cold one and see what you think at

For more information, please call Ralph Krøyer at +45 3525 0160.

NeuroSearch finds new annual report partner

10 January 2005

The biopharmaceutical company NeuroSearch has chosen Cross-Border Communications to help communicate with its important shareholder audience. CBC has developed the creative concept for NeuroSearch’s most recent annual report, due for release in April.

NeuroSearch has a broad research and development portfolio that includes compounds for the treatment of Alzheimer’s disease, anxiety disorders, cancer, depression, epilepsy, pain and Parkinson’s disease. CBC already works extensively with Sophion Bioscience, a NeuroSearch-affiliated company.

For more information, please call Ralph Krøyer at +45 3525 0160.

CBC helps Union Engineering deliver a message worth toasting

25 October 2004

With a campaign explaining how breweries can cut CO2 production costs by up to 40%, Cross-Border Communications aims to help Union Engineering grab the attention – and enthusiasm – of brewery plant mangers in Europe and Asia. The campaign, released this week, encompasses a direct mail brochure, sales letter, campaign envelope and web module (PDF, 135KB). The topic of the material is ReVap, Union Engineering’s evaporation system designed to literally vaporize CO2 evaporation costs. CBC helped Union define the target group, message, offer and response mechanism, in addition to developing the creative solution to the challenge.

The ReVap campaign is just one example of Union Engineering’s increasingly market-oriented mindset. CBC is looking forward to starting work on the Fredericia-based company’s next campaign shortly.

For more information, please call Henrik Binzer at +45 3525 0160.

YORK Novenco selects CBC to promote fire-fighting, ventilation solutions

27 September 2004

YORK Novenco, one of the world’s leading suppliers of ventilation and fire-fighting systems, has chosen Cross-Border Communications to develop a number of international campaigns promoting key products. The Danish company, whose headquarters are in Næstved, selected CBC after a keen competition involving a number of Denmark’s top advertising agencies. Look here for the results of our collaboration soon!

For more information, please call Henrik Binzer at +45 3525 0160.

Ellipse website tailors info to users and makes online membership enticing

24 August 2004

By presenting information tailored to each of its primary target groups, the new Ellipse website successfully communicates with audiences as varied as physicians, beauty clinics and consumers. Ellipse medical systems are used for hair removal and the treatment of sun-damaged skin, acne, and pigmented and vascular lesions.

The new website represents the online application of a communications concept CBC recently developed for Ellipse’s offline materials. (See 03 Nov. 03 CBC news) CBC was responsible for the website design, structure, specifications and photos and ensured that the site was built on a content management system for easy client updating.

See the result of our collaboration at

In the future, only certain new parts of the website will be accessible to everyone. Other sections will be available via password to members only. Inactive links to members-only info will appear on the screen, enticing the user into becoming a member of the Ellipse online environment.

Password-protected intranet helps dealers
In addition to the website, CBC helped design and deliver a password-protected extranet for the client’s dealers around the world – a new service that DDD, the makers of Ellipse, could offer its partners. The extranet provides a wealth of resources including marketing material, product specs, software updates, FAQs, presentations, manuals and service notes.

Ellipse systems are developed, manufactured and marketed by Danish Dermatologic Development A/S (DDD) and sold in 40 countries around the world.

For more information, please call Ralph Krøyer at +45 3525 0160.

You also can request a free copy of a CBC case story on Ellipse.

Europe’s largest commercial feeder carrier teams up with CBC

2 July 2004

UniFeeder Container Service has selected Cross-Border Communications to conduct a corporate branding activity for its shipping operations. Europe’s largest commercial feeder carrier, the company specializes in container transport between all major North European ports as a feeder carrier and between European countries as an intra-European door-to-door operator. Look here for the result of our collaboration soon! If you’d like to be notified when the material appears on our website, join our mailing list.

To learn more about how CBC works with branding for international B2B players, and how such a process can strengthen your company’s communication, contact Claus Bruun at +45 3525 0160.

Have you read the latest CBC case stories on corporate branding? They’re free, and they’re filled with inspiration for today’s marketing challenges.

Simcorp’s ambitious global marketing campaign attracts attention

17 June 2004

A comprehensive new campaign for SimCorp’s fund management system is attracting a lot of attention – not only from the potential customers at whom it is aimed, but also from the media.

Featuring the line “Had enough excitement for a while?” in combination with an eye-catching roller coaster theme, the campaign addresses the chaos that ensues when financial institutions string together separate computing systems – and how SimCorp Dimension offers a single, unified solution to the entire investment management process.

The global campaign includes a series of three ads, a product brochure, a direct mail program and a web module. See one of the ads [PDF, 831 KB] and direct mail pieces here [PDF, 245 KB].

The ads, in particular, play a crucial role in SimCorp’s American marketing efforts. “If you don’t advertise in the U.S., you’re not there,” says Lisbeth Meng Collignon, SimCorp Marketing Manager.

SimCorp and CBC brought together an international steering committee made up of marketing executives from England, Germany and the U.S. in order to get input from SimCorp subsidiaries and, ultimately, buy-in to the campaign.

“I’ve never seen our subsidiaries greet our marketing efforts with such enthusiasm,” says Collignon.

Denmark’s leading marketing publication, Markedsføring, featured the campaign in its June 1 issue. To read the article (in Danish), click here.

For more information, please call Ralph Krøyer at +45 3525 0160.

Leading speaker manufacturer listens to CBC’s advice on strategic branding

19 April 2004

Vifa, a subcontractor of premium speakers for some of the world’s leading names in sound, has chosen CBC to build its brand identity. After some 70 years in the business, the company plans for the first time to market Vifa-branded products to end-users. A solid marketing strategy, carefully crafted brand position and effective communications concept are essential in order to recruit dealers and distributors worldwide. Look for CBC’s approach to meeting the challenge soon.

For more information, please call Ralph Krøyer at +45 3525 0160.

Formost Danish marketing publication features CBC’s work

15 March 2004

Today Markedsføring featured an article on CBC’s work for GAC, the world’s largest independent shipping and transport services provider. Entitled “Dansk bureau bag global shipping-kampagne” (“Danish agency behind global shipping campaign”), the article details how geography is no obstacle in meeting the branding needs of GAC, whose headquarters is in Dubai.

“CBC has united strategy and idea in a concept that precisely expresses what GAC stands for, but that is not enough. In an enterprise with 5,000 employees spread across 200 offices throughout the whole world, implementation is at least as crucial. And CBC has helped us structure and coordinate the process the whole way,” GAC Group Vice President and marketing head Lars Peter Heisselberg is quoted as saying.

Click here for the complete text of the article (Danish only).

For more information, please call Ralph Krøyer at +45 3525 0160.

Satair website off to a flying start

10 March 2004

Featuring a clean, effective design and user-friendly structure, the new Satair website is the online application of a corporate communications concept CBC developed for the aircraft spare parts distributor some time ago. Because Satair must address a variety of different audiences, the site uses special, customized areas for the customers and suppliers who are the company’s primary contacts. CBC was responsible for the design foundation and information architecture of the site. See to learn more.

For more information, please call Ralph Krøyer at +45 3525 0160.


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