B2B

Equation has been working with industrial and B2B companies for over 30 years not as a project agency brought in for a single brief, but as a long-term partner working alongside internal marketing and communication teams.

The scope varies by client: brand awareness campaigns, product launches, rebranding programmes, trade fair materials, digital activation, internal communication. The starting point is always the same — understanding the business challenge before defining the communication response.

B2B communication presents specific constraints. Audiences are narrow and hard to reach. Messaging must balance technical credibility with brand clarity. Campaigns often run across multiple markets simultaneously. Equation’s model is built for exactly this: small team, senior involvement, long-term continuity.

Over fifteen years, Equation has worked as Sandvik Coromant’s external strategic partner across seven European markets, developing brand awareness, product launch and digital campaigns alongside their internal teams. For Sappi, the collaboration covered the full rebranding of the Specialities division — from brand strategy and identity to trade fair materials and product communication targeting European converters and brand owners.

Current and past B2B clients include Sandvik Coromant, Sappi, SBM Offshore, Euroclear, Alstom, ExxonMobil Chemical, Roche, Otis and Wilo.