Mining Equipment Giant Joy Global Selects C-K for Global Marketing and Communications Campaign

By Becky Johns, Tuesday, December 6th, 2011 at 4:05 pm

MILWAUKEE – December 6, 2011 – Joy Global, a worldwide leader in underground and surface mining equipment and service, has named the Milwaukee office of Cramer-Krasselt (C-K) its agency partner following a competitive review. C-K will serve as the lead agency on a fully-integrated global assignment spanning branding, public relations, advertising, digital and employee communications.

“C-K was the right partner to position our brand to investors, customers and, most importantly, our own employees,” said Mark Sanders, Vice President, Corporate Marketing at Joy Global.  “We were impressed by C-K’s experience with building world-class brands and their strategic insights. They showed us uniquely integrated service offerings, some amazing creative work and a rigorous approach to process and project management. Plus it’s nice to have the option to tap such talent in our own backyard.”

Joy Global and C-K share deep ties to Milwaukee. C-K was founded in Milwaukee and the city is home to Joy Global’s corporate headquarters. In addition to the U.S., Joy Global has operations throughout the world, including major facilities in Canada, Chile, Australia, South Africa, India, China and Russia. The company’s products and services are used extensively for the mining of coal, copper, iron ore, oil sands and other mineral resources.

“This is an opportunity for two great Milwaukee brands to work together on a truly global assignment,” said Betsy Brown, executive vice president and general manager of C-K/Milwaukee. “The mining industry is booming and we’re excited to help Joy Global’s business grow along with it.”

Joy Global is the latest in a string of account wins for C-K/Milwaukee, including Waukesha, Wisc.-based Generac and Milwaukee-based Weyco Group, Inc. footwear brands Florsheim, Nunnbush and Stacy Adams.