The tasks range from direct marketing, PR and newspaper ads to merchandise, special events and donation ideas and concepts. The aim is to inspire people to support the social work of Frelsens Hær financially, so the organization can meet the increasing demand for help via its clinics, shelters and social programmes.
Frelsens Hær works 24/7 to help the weakest people in Danish society – from the sick, homeless and drug addicts to lonely socially marginalized individuals and families.

Kernel is delighted to be able to help Frelsens Hær develop communication that really makes a difference for people in need of help.

Kernel has worked with Djurs Sommerland since 2007, where we developed a new brand strategy expressed in the strapline “Vi elsker legebørn” (Let’s play). From the 2008 season up until today, Kernel has executed communication across platforms in both TV, print and outdoor. So far this partnership has resulted in an increase in visitors every year and a total growth in visitors of 35% since 2007.

Kernel is already hard at work on next year’s campaign.

To learn more, please contact managing director Rune Dalgaard rune.dalgaard@kernel.global.com

Paul Iddon is Kernel’s British specialist in category tiering, brand portfolio strategy and packaging design and he has developed and implemented strategies for several global brands within the food industry.

Make your reservation now

Date: Thursday 27 October 2011. Time: 9.00 to 12.00

Place: Toldkammeret, Nordhavnsgade 1-3, st. th., 8000 Aarhus C

As we have a limited number of seats, we recommend that you sign up immediately.
E-mail to inge.pedersen@kernelglobal.com or call +45 8620 4300.

New insights from one of the World’s most complex retail markets

According to Paul Iddon, the British retail market for foods – one of the most complex and competitive markets in the world – is characterised by high levels of consumer expectation in variety, usage occasion and quality. Thanks to the major retail chains and ambitious food manufacturers, the British consumer can often be faced with up to seven levels of tiering – even within the most modest product category.

This development will inevitably continue and will be adopted in markets abroad, including Denmark.

It will become a serious issue in your market – and sooner than you might expect.

For that reason, we hereby invite you to a special Learning Lunch. Paul will challenge and inspire you with knowledge, up to the minute insights and questions such as:

• How do you, as a manufacturer or brand owner, navigate in an increasingly complex and bewildering retail universe?
• How can you approach differentiation in both variant, usage occasion and quality dimensions?
• How does your brand need to adapt and evolve in a more complex portfolio?
• How can your packaging and design language be used to create clear quality tiering and variant coding?
• What other strategic and tactical “cheat codes” can you use?

We will be happy to serve up an inspiring and varied lunch made from the finest ingredients.

Four of the new faces come from the now defunct Scanad, while the fifth has been headhunted from one of Denmark’s major industrial players.

Anne Hindrichsen, project manager

Until recently, Anne was Digital Project Manager at Scanad. Before that, she spent six years at Brandpunkt and Par No. 1 dealing with web solutions, digital add-ons/operation, analyses and campaign implementation.

Magdalena Hestbech, digital art director

Magdalena has held similar positions at Scanad and Par No. 1 for the last seven years. Educated at the Academy of Fine Arts in Gdansk, she has worked with design for more than 15 years and spent the last couple of years specializing in digital media.

Thomas Fisker, copywriter

Thomas also joins from Scanad and brings more than 20 years of agency experience with copywriting and concept development to the table. In his past positions at major agencies like Envision and Recommended, Thomas has developed communication and campaigns for public enterprises as well as btb and btc clients.

Helle Haagen, accountant

Helle originally trained in finance and accounting at Ringkøbing Amts Folkeblad, but has spent the past 26 years specializing in agency accounting at Scanad.

Lotte Filskov, consultant

Lotte was headhunted from a position as Communications Officer at DOVISTA – parent company for Velfac, Rationel Vinduer etc. – where she ably assisted the various sales companies with strategic branding and business development.

Managing Director Peer Brandholt, who has previously handled administrative tasks at Kernel’s office in Aarhus, will as of today assume an executive position as CEO for all three offices. Day-to-day administrative responsibilities in Aarhus will therefore be transferred to Rune Dalgaard, who moves from Strategic Director to Managing Director at the Aarhus office.

“We are carrying out this change first and foremost to ensure that our three offices function as a collective unit, rather than as three silos”, says CEO Peer Brandholt. “In far too many cases, more offices lead to an atomization of the company values, spirit and cooperation. We want to avoid that. It will therefore be my job to work with programmes that extend over all of our offices, and to continually ensure that we have the right competences placed in each unit to provide maximum benefit for our customers. I will be a spearhead for new customers across the offices and in that way help our business and ensure growth.”

As a partner in Kernel, Rune Dalgaard has been part of the company management for a couple of years and sees the fact that he now sits in the Managing Director’s chair as a natural consequence of Kernel’s expansion. “I am really looking forward to my new role as leader of a team of talented people. More new employees have joined us recently and I look forward to Kernel becoming even stronger”, says Rune Dalgaard, who will retain close customer contact as senior consultant. “The market is in a state of flux at the moment and there are many opportunities that need to be acted on quickly – this is an exciting time and I view our potential very positively”, he finishes.

Since its start in 2006, the branding agency from Aarhus has grown strong and with more influential customers in its portfolio, Kernel is now finally ready to increase the number of offices and members of the Kernel family. So far, the list of clients has included Grundfos, Arla, Danfoss and Cembrit, among others. The company’s Managing Director Peer Brændholt has this to say about the expansion:

“We open in Copenhagen with high expectations. With four hand-picked people in the Copenhagen office, we are ready to enter into an operational and strategic collaboration between the offices from day one, which will benefit both existing and new clients. The level of cooperation across our offices is high and Copenhagen will be a perfect supplement to our offices in Aarhus and Manchester.

The difference between us and other agencies is our international approach and the way we work with a branding across the company’s platforms, programmes and campaigns. Our approach ensures that the campaigns are not only relevant longer, but also that they install a lasting value in the organization and the brand. It also means that we look for a special type of employee, one who can manage branding on that level. So far, we have found four more of them in Copenhagen.”

A number of the newest members of the Kernel family are not, however, hardcore Copenhageners, but like Kernel itself, they have their roots in England and Aarhus respectively. This is also true of Kernel Copenhagen’s Managing Director Martin Svendsen, who comes from Aarhus and a position as Senior Consultant in Creuna, where he has worked on strategic user experience design and strategic development. Commenting on Kernel’s expansion in Copenhagen, he says:

“I am excited and pleased to have the opportunity to start Kernel in Copenhagen. Kernel has a special focus on relevance within branding, that is to say, how you create and develop your name within the market. You must be relevant for your target group, talk with them and not to them, and continuously develop your brand. In practice, relevance is knowing where and when you can be something for the consumer. This really matches the way in which I have worked with experience economy and digital strategies up to now”.

For the time being, Kernel is located in Vester Voldgade, but with more clients and more members of the Kernel family on the way, Kernel will be moving to larger premises in Amaliegade on 15 October.

We look forward to welcoming both existing and new clients to our fantastic new offices.

Our new address is:

KERNEL A/S (DK)
Toldkammeret
Nordhavnsgade 1-3, st.th.
Dk-8000 Aarhus C
T: +45 8620 4300

Cembrit is Europe’s largest dedicated manufacturer and distributor of fibre-cement products and is present in 16 European markets. The ambition is to strengthen the Cembrit brand internationally and shift the perception of fibre-cement towards the contemporary and innovative. As new strategic agency, Kernel will assist in further developing Cembrit’s international brand strategy. The first phase includes building a brand and marketing platform, which will serve as the foundation for decentralized brand activation. When this platform is in place, the next phase aims to activate the brand in larger, centrally driven activities.

The primary task for Cembrit’s new brand manager Kåre Berenthz-Nicolaisen will be to anchor the new brand focus internally and to ensure synergy in local and regional marketing activities.

“Despite the crisis, Cembrit has managed to maintain steady progress in marketing. The introduction of the Cembrit brand in February 2008 and the subsequent ambitious launch of a new product are two success stories that have underlined the clear potential of increased cooperation across borders”, explains Kåre Berenthz-Nicolaisen. He continues: “That is why we are now increasing our focus on the implementation of branding tools that will create a shared frame of reference for brand executions. This is where Kernel enters the picture, with their experience and strategic nous.”

In the Kernel offices in Århus and Manchester, the addition of Cembrit to the client roster is met with excitement. “Cembrit is committed to moving forward, and the development of the new brand platform is going really well. We have conducted several intensive workshops, where the Cembrit brand has been thoroughly worked through – and we have been through some enlightening and fruitful processes, which gives us a strong foundation to build on”, says Kernel’s managing director Peer Brændholt.

Cembrit is the latest addition to Kernel’s client roster, which also counts companies such as Vestas, Grundfos, Danfoss, Arla Foods, Quaker, Symington’s, Syd Energi and Djurs Sommerland.

Kernel’s first job with Danfoss Heating Solutions will be a European product launch campaign for a new heat pump product as well as a global loyalty programme. “We are very excited to work with Danfoss Heating Solutions”, says Managing Director of Kernel, Peer Brændholt. “They offer communications and marketing tasks of great versatility and we look forward to developing great global activation for them”, he concludes.

Danfoss is a global leader within energy-efficient solutions that help save energy and meet the challenge of climate change. Their key competencies are cooling of food, air conditioning, control of electrical motors and heating in buildings – as well as solutions for renewable energy such as solar power. Today Danfoss employs 26,000 employees globally and has 140 sales companies around the world.

Camilla is a senior strategist and consultant with 6 years of agency experience in handling large btb and btc clients such as Grundfos, Danfoss, AAK, Kirsch og tvis køkkener. “We have put serious efforts into our search for the right profile for this position and we are confident that Camilla and Kernel is a perfect match” says Strategic Director and Partner, Rune Dalgaard.