Propaganda appointed to deliver global customer insight programme for Huntsman.

Strategic and creative agency Propaganda has been appointed to conduct a Discovery research programme to brand products for a new business unit within Huntsman, a global manufacturer and marketer of differentiated chemicals.

Propaganda will use insight from Huntsman’s customers in the UK, Europe and North America to shape and develop engaging messaging platforms for Huntsman.

With around 12,000 employees worldwide and 2009 revenues of approximately US$8 billion, Huntsman has a strong heritage and reputation as a global pioneer of technologies that promise to ‘enrich lives through innovation.’

Originally known for pioneering innovations in packaging and, later, for rapid and integrated growth in petrochemicals, Huntman’s operating companies manufacture products for a variety of global industries, including chemicals, plastics, automotive, aviation, textiles, footwear, paints and coatings, construction, technology, agriculture, health care, detergent, personal care, furniture, appliances and packaging.
Craig Harrold, client services director at Propaganda, said: “Our new relationship with Huntsman highlights Propaganda’s reputation as an increasingly global strategic partner, and the strong results that we have delivered for customers in the past have showcased our ability to create consistent brand communications across a variety of platforms. Propaganda’s expertise in enabling clients to better engage with their customers at all levels and across continents is becoming increasingly sought after, and we are looking forward to working with such an innovative, international brand.”

Huntsman business development director, Dr Robert Portsmouth, added: “Propaganda has demonstrated a strong ability to create engaging brand propositions incorporating global business strategy, and we are eagerly awaiting feedback from the Discovery programme to uncover further insight into the needs of our customers to give us a strong brand foundation that is built upon their needs”