What do you do when you are growing, but you know you need to be thinking about your marketing strategy for future business growth? This is what happened for Eindhoven-based goods not for resale (GNFR) experts Worldpack, part of the Bunzl Family. Worldpack supplies essential retail operational items such as name badges, uniforms, packaging, shelving and till rolls.
The company had no internal marketing resource and knew that to sustain its growth, it needed to focus on increased brand awareness for attracting new prospects, as well as maintain its brand profile to help move customers through the customer journey. To help it do this, it brought in Padua Communications as a partner who could help with both marketing strategy and implementation.
“Prior to having Nicky and her team join us, I would say we did not have the focus on marketing that we would like. We had a quite clear idea that we wanted to be a thought leader in the marketplace and communicate what we did. But we lacked some of the strategic guidance and the execution capability,” explains David Mines, Business Development Director at Worldpack.
Strategic partnership
Padua Communications delivered a comprehensive marketing solution that combined high-level strategy with practical implementation. Its involvement touched every aspect of Worldpack’s marketing ecosystem.
Padua Communications quickly grasped Worldpack’s unique market position and business objectives. “They ‘got us’ is probably the best way to describe it,” says David. “They understood what our deliverables were, and where they added value was bringing their experience on board to overlay what we wanted to achieve and give us some guidance into how best to achieve that.”
Padua Communications ensured consistent communications across all platforms, from social media presence to formal business documentation. It helped with Worldpack’s tender responses, refining them to maintain brand consistency while enhancing presentation quality.
David notes, “We would write tender responses, but Padua Communications were able to breathe on them to ensure we had consistency in our messaging. The feedback we’ve had from customers and our success through winning tenders have definite value to us.”
Becoming part of the team
Padua Communications always makes a big effort to integrate into its clients’ operations, and Worldpack was no exception. The team had to adapt to the company’s unique culture, while maintaining its position as valuable external advisors:
“They liaise with the team, have a very friendly approach, and culturally, there was a really nice knit – which I’m sure they worked hard at, because we are a unique business,” David explains. “They really got the growth mindset and were proactive in bringing us things that we may not have necessarily considered.”
The relationship evolved beyond typical client-agency dynamics into a genuine partnership. Padua Communications positioned itself as what David calls a “critical friend” – offering constructive guidance that improved marketing outcomes.
“We sometimes refer to ourselves as a critical friend to our customers. And I would say they bought wholeheartedly into that,” said David. “They would point out very positively things that we could be doing differently or approaches that we could take, and they do it in a very user-friendly way.”
Measurable results
The partnership yielded many tangible benefits for Worldpack:
- An improved marketing strategy
- Better internal communications
- Management of the design studio team
- Overview of video content creation
- Enhanced industry visibility
- Creation of thought leadership articles
- Award entries
- Increased LinkedIn engagement
- Successful tender submissions directly contributing to revenue growth
- A strengthened marketing foundation
The value of a marketing partnership
Worldpack’s experience with Padua Communications demonstrates how the right marketing partner can transform business outcomes. The collaboration delivered both strategic vision and practical implementation while respecting Worldpack’s unique identity.
“What Padua Communications brings to the party is just the ease with which they listen, communicate, and understand what our overall objectives are,” David concluded. “They’re incredibly easy to deal with. Where we’ve lacked some expertise internally regarding our overall marketing theory, they bring that to the party—but they do it in a very friendly and approachable way.”
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