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As one of the world’s leading providers of high-quality safety products and hazard detection systems, MSA-The Safety Company knows what it means to be prepared.
Even as the company that provides mission critical equipment to a range of industries, was realizing impressive growth, the company was not satisfied with its global online presence. It was managing standalone sites for 39 countries as well as product-specific sites.
In a move designed to eliminate silos and inefficiencies throughout the organization’s online marketing program, MSA looked to Acquity Group to help unify its backend infrastructure so that the company could make the most of its digital presence, managing global messaging and product content more effectively. This is the story of how the companies worked together to help MSA transform from an international company to a true global category leader.
In July 2013, Accenture completed its acquisition of Acquity Group Ltd., the second-largest independent digital marketing company in the United States, which provides strategy, digital marketing and technical services to help companies enhance their brand experiences and eCommerce performance. The acquisition strengthens and expands the broad range of digital marketing services that Accenture Interactive provides clients.
MSA faced a number of challenges in the development of a centralized digital platform. The company lacked the tools to centralize data and content. The absence of an internal governance structure also limited MSA’s effectiveness in publishing localized content and made it difficult to define its product catalog at the country or regional level. Other challenges included:
Enabling the salesforce with tools to make it easier for digital customers worldwide to do business with MSA.
Repositioning the MSA brand as a full safety solutions provider among target customers.
Balancing the need to consolidate many different websites into one centralized platform with the need to support localization of the product mix.
MSA and Aquity Group worked across a number of areas throughout this initiative:
Digital strategy. One of Acquity Group’s first steps was to focus on MSA’s existing business strategies. By acquiring a deep understanding of MSA’s current capabilities and operations, Acquity Group was able to develop the clear vision for a holistic roadmap, demonstrating how digital could enable MSA’s business goals and create new business opportunities.
Creative services. Acquity Group performed a comprehensive creative process to support MSA’s business goals and to enhance the brand’s global digital presence. This process included a competitive assessment and evaluation of MSA’s current sites, as well as collaborative conversations with MSA’s Global Brand and Communications Council to determine the look and feel of the digital brand experience.
Technical services. Early in the engagement, MSA selected the hybris platform for its eCommerce and content management requirements. The team worked closely with MSA to design and build out the solution on the hybris platform.
Managed services. The transition from technical services to managed services was seamless, since Acquity Group was also responsible for hosting MSA’s consolidated site. To facilitate a smooth rollout, Acquity Group built out the architecture for the servers and ensured that the new site performed according to expectations prior to launch.
Through this initiative, MSA improved the functionality of the digital platform, transformed the company’s digital presence and helped reinforce its reputation as the global leader in the safety solutions sector. Some critical outcomes include:
Implementation of a solution on the hybris platform and managed by Acquity Group that allows MSA to manage catalogs from a single cockpit, locally and globally.
Improvements in speed to market because authorized stakeholders can quickly publish product information and unstructured content without the assistance of IT resources.
Development of a calibrated roadmap that describes the ongoing evolution of MSA’s digital presence.
Positive impact on brand perception and on MSA’s global brand initiatives.
Moving forward, MSA will focus on the launch of its eCommerce platform, which can further improve the company’s ability to market solutions to targeted global audiences. Enhancing MSA’s customer engagement capabilities, spearheading efforts to build communities of interest around MSA’s products and solutions, converting customers to brand advocates, and empowering the MSA salesforce with new mobility solutions are among other areas of interest as MSA makes the most of the digital revolution.
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