A subsidiary of Joy Global, Joy Mining Machinery sought to increase awareness of their distinctive products and services and reinforce their brand. A to Z’s layered branding and advertising strategy engaged the buying market and the sales and marketing force of Joy’s five international centers. The success of the campaign not only influenced existing and potential clients, but also for the first time, Joy’s international centers utilized the same campaign as the North America market team, resulting in an immediate positive impact to Joy’s global brand awareness and a surge in sales.


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