Doosan
In 2017, Ivor Andrew began an Agency of Record relationship with Doosan Machine Tools, a South Korea-based manufacturer of massive CNC machines that cut precise metal parts for aerospace, automotive, medical and many other industries.
During our first meeting, we met with a group that clearly felt second fiddle to the CNC machine manufacturers in Japan. But our discovery sessions told us something different: this was a brand that had similar traits as many outstanding Korean companies, with the quality and price point to compete with the world’s best. They just needed an injection of confidence.
Emboldened by their new tagline, Machine Greatness, and supported by a consistent, different-than-industry-standard brand voice, Doosan vaulted from #5 to #3 in global market share. Ivor Andrew is still working with them today.
