Q&A with Kolja Eikelmann, CMO & Head of Marketing at PPG Industries

MEDIA 7 | June 20, 2019

CMO & Head of Marketing at PPG Industries
Kolja Eikelmann, CMO & Head of Marketing at PPG Industries is a forward thinking and result-driven Marketing expert with 20 years of experience in the FMCG marketing industry. 

In this Q&A, Kolja shares his unique marketing experiences and gives us interesting insights about PPG Industries, a global supplier of paints, coatings, optical products, and specialty materials which is driving innovation, sustainability and color in the industry.

MEDIA 7: What inspired you to get into Marketing?
KOLJA EIKELMANN:
I wouldn’t be able to say when I first realised marketing was the path for me, but I think it’s been evident my whole life that I’m interested in the diversity that marketing allows. Since childhood, I have always been so fascinated with the details of a product, no matter what it is. I have an endless sense of curiosity and I think that was the major driving factor for me to enter the world of marketing.

I realised marketing might be for me when I discovered the unique opportunity it offers to be involved in all spectrums of the business; not just advertising, but also in creating solutions and analysing outcomes. The overarching goal is always to make a real difference and help people in their daily lives, and marketing allows you to both be a part of the solution as well as a witness to the outcomes.

My job with PPG is very colourful – just like my company! Within my one job title I get to explore innovation, creativity and analysis. This variety has always been appealing to me.

M7: You have an exemplary marketing experience of more than 20 years in the FMCG industry. How have the marketing dynamics changed over these years and what tactics do you feel modern marketers should adopt, to survive in this competitive world?
KE: 
As you would expect of any industry in the 21st century, marketing is constantly changing and increasing in complexity in this digital age. The increasing presence of digital media and the growing demand for ease-of-access online services, has resulted in the field growing broader than ever before. The possibilities now are numerous, but they are fragmented; you must be truly dedicated to the field to build the knowledge base of marketing tools required to thrive in such a climate. Ultimately, PPG wants to produce work that has the greatest impact on businesses, this was arguably easier in the past when you had a traditional, simple media mix, as opposed to now when success depends on mastering traditional media and online outlets, social media and digital advertising tools.

For example, it can be easy to spend a lot of money on Google ads that are expected to be high value, but instead, organizations might see greater return on sales if the money had been allocated to a faster and more agile response to SEO.

In marketing, it can be easy to get caught up in the creativity of the work – as that is most often our strength – but not fully immersing yourself in the analytical side of things is a mistake that is often reflected in outcomes. I would recommend that every marketer should always make sure to know their KPIs inside and out and try to get as familiar with Excel spreadsheets and analysis as they are with the creative work.

In this constantly changing modern landscape, marketing has become even more important than ever before. Specifically, in the paints and coatings industry, marketing was a late bloomer as it has been driven by shelf sales for so long. However, as an industry we are refocusing on innovation and purpose; and pushing the boundaries on what is expected from paints and coatings and what they can do. PPG aims to improve and protect the world through our products – but none of this is possible without proper marketing to support the business.


"A focus on our customers, our innovation, our people and our entrepreneurial way of working – are all elements that inspired the One PPG vision, and what most accurately represents the key to our successful way of working."

M7: Your work experience spans across highly complex matrix organizations to entrepreneurial and start-up businesses. What do you believe is your driving force behind your proven track records and achievements?
KE: 
I am very proud to say I have left behind a strong track record of positive differences within the companies in which I am working. Although I have worked in many different, seemingly unrelated industries, the knowledge and tools that I learnt at each step along the way continue to prove invaluable for each new challenge I face. From paints, to dairy, to cosmetics – your collective marketing knowledge spans across whichever business you are a part of. Once you’ve built up this knowledge base, the true challenge is not having the tools but knowing which tools to use and when.

I have always been most drawn to companies that challenge me to make a difference. This is how I’ve shaped my career and how I made my decisions on where to work.

M7: How well do you believe that a service-oriented and data-driven leadership approach along with business strategy and operational execution can lead to company growth with an upsurge in revenue/sales?
KE: 
I strongly believe in a service-oriented and data-driven leadership approach, as well as incorporating social and ethical capabilities. Data-driven leadership is the key to the future – in many industries – but especially in marketing. The industry today is all about knowing your KPIs and business cases, which are data rich. Working in marketing is about being able to positively impact business outcomes, and that ultimately boils down to the ability to add value for your customers and consumers. Focussing on PPG work as a service-oriented industry highlights the need for data availability – both in that of the business and that of our customers – to be able to best consult and serve. Knowing your data is the key currency for success in the 21st century.

Data analysis can provide us with information such as click through rates and viewership. We are able to access tools now that, if used right, can prove invaluable to achieving successful outcomes. Being able to use this information to your advantage will allow you to instantly see whether your data retrieval is successful. Every business case and KPI that you set out to tackle can then be achieved using the data to measure sales growth.

M7: PPG Industries has been included in the list of American Fortune 500 companies. What do you think has made it possible to build a fortune for PPG industries?
KE: 
PPG has a strong culture of building the business across SBUs through investment, innovation and acquisition. We are one of the leading and largest paints and coatings companies in the world. This status is maintained by PPG’s culture of investing in R&D and constantly challenging the boundaries and expectations of the coatings world.

The opportunity to build our position as a market leader in many countries around the world is only possible through our global network and international approach. For example, our Alison Park facility in Pittsburgh, Pennsylvania is a major hub of innovation for PPG – but work that is done there is often inspired by an idea from Europe, that itself was driven by a customer need from Asia. To stay on the frontlines we can’t sit still and be complacent. Our recent acquisition of Hemmelrath and a new plant in Tianjin, China is evidence of our strategy to expand our foothold, our abilities to deliver for customers and our capacity for innovation to maintain our position as a market leader.

PPG has many moving parts which all function in different areas of the world across different business units, but our central goal is to add customer value. A focus on our customers, our innovation, our people and our entrepreneurial way of working – are all elements that inspired the One PPG vision, and what most accurately represents the key to our successful way of working.


"Data-driven leadership is the key to the future – in many industries – but especially in marketing."


M7: How is PPG Industries’ tagline ‘WE PROTECT AND BEAUTIFY THE WORLD’ serving its purpose of enhancing the world through its paints and coating solutions?
KE: 
PPG is in every part of daily life – even if you don’t realise it. You touch and feel PPG in your living environment practically 24/7: from your car to an airplane, to your refrigerator, to your laptop or even your soda can. This tagline reflects how PPG’s paints and coatings cover every part of life. PPG products provide the expected functionality of adding a colour or coating to an object, but even more than that, PPG products enhance the longevity of an item and increase its appeal. Whether it is an electronics coating that makes a laptop feel smooth to the touch, or a coating that protects the body of an airplane from overheating in the sun. PPG’s mission is not to provide what is expected, but to offer innovative solutions to questions no one expected an answer for.

Environmental impact is one of the greatest concerns of the 21st century, for both our customers and us as manufacturers. As a business founded on mass production, it is our responsibility – and therefore our challenge – to be as positive a force as possible in the fight against climate change. This is why so many of our modern products are developed to align to both PPG’s mission of protecting the world and the United Nation’s Sustainable Development Goals: boat coatings that reduce friction and therefore reduce fuel consumption, aircraft windows that don’t need frames to reduce plane weight to help minimise carbon emissions, electric vehicle battery coatings that enable cars to travel for significantly longer periods of time per charge, increasing the viability of electric vehicles on roads. We are innovating with purpose – for the public, for our customers, for consumers and for our own PPG people.
The world cannot function without paints and coatings in our everyday life, and that’s why PPG’s tagline is so powerful. If we are going to continue to be a worldwide presence, we want to be sure we are making the world a more beautiful place in the most long-term, stable way possible.

M7: You have taken transformational business initiatives to foster incremental business changes and drive cultural change throughout the organization especially in dynamic business sectors. What are some of the advantages of taking such timely measures?
KE: 
As part of the global shift towards greater digitization, businesses have the opportunity to drive cultural change. Digital transformation is a key component, especially as peoples' buying habits are evolving and changing how they purchase products. This is acutely felt in Europe, with its variety of different countries, cultures and languages. From a marketing standpoint, the industry is offering incremental business changes in this new culture of on-demand. In the age of Amazon and digital transformation, people want easier and faster solutions from the paints and coatings industry. Customers want to get the job done as quickly and as easily as possible with support from the supplier. As a result, PPG is innovating to be more agile and fast, by developing architectural paints that take less time to dry or offering customers a more on-demand paint matching experience.


"A successful campaign is one tailored to the needs, style and audience of the customer."

M7: You have an amazing experience of working with top leading companies like Nestle, L’Oreal and currently PPG Industries, how influential was your role in transforming marketing tactics for these organizations?
KE: 
My roles in these organizations were really diverse. For L’Oréal, I was more into sales and worked within category management. This later proved very influential for my future marketing career as it introduced me to the integration between marketing and sales in helping to serve customers in the best way possible. Integrated communication between marketing and sales is an essential tool in connecting both ends with the business purpose while still staying customer focused. You need to drive your campaigns forward and also sell your products in a much more complex way that is completely focused on the customer’s view. In order to do this, you need to know what is best for the customer when you place your products within a category role. This requires a lot of analytical skills to convince a customer what is best for them. You need to oversee the whole thing and act almost as both an internal and external consultant for your company. This whole picture view of the marketing process really influenced my journey and helped me strengthen my skillset for my future roles, such as when I was head of digital for Nestle.

When it comes to marketing, you can’t just pick the most creative, 360 media campaign available and offer it to the client. A successful campaign is one tailored to the needs, style and audience of the customer. To be best at what we do, it is essential to build an in-depth understanding of your customer’s view and what is best for them. This experience came with me into my work for PPG in using this knowledge to establish myself in a more leading role. At PPG I am also the communicator in the company and need to understand everyone’s view and connect with all the different departments. I am not only the marketer in my department but I’m also responsible for looking at the whole value chain within this digital leading role. PPG has experienced double-digit growth in the past two years in both B2B and B2C and this success is down to how closely we collaborate here.

M7: Kolja, what is your super power?
KE:
I would say my super power is a combination of my visual and analytical skills, articulated through my courageous and enthusiastic mindset. Being able to both develop a specialized skill set and confidently acknowledge my areas of expertise and strength makes for a very beneficial cocktail to drive progress. Having empathy and other social skills are important to exert a positive influence within my team at PPG. However, these qualities should also be backed by facts – knowledge, experience and history -- which is a combination I have not seen in many people. Being self-confident and believing in my strengths is a powerful tool in business, and something that has greatly helped me along the way.

M7: Knowing what you know now, what advice would you give your younger self?
KE:
I’m really driven by being up to date and well informed in as many areas as possible, and I would advise my younger self to do the exact same. I’ve always been a very curious person, but I would tell my younger self to be even more so and to take in as much information as possible. In this fast-moving world, that is just getting faster as we become more digital, there is always something new to learn or discover. If you remain stuck in one point of view or one way of thinking, you are already behind the curve. Stay flexible, stay interested and always remain in a constant state of learning.

ABOUT PPG INDUSTRIES

PPG: WE PROTECT AND BEAUTIFY THE WORLD™
At PPG (NYSE:PPG)
, we work every day to develop and deliver the paints, coatings and materials that our customers have trusted for more than 135 years. Through dedication and creativity, we solve our customers’ biggest challenges, collaborating closely to find the right path forward. With headquarters in Pittsburgh, we operate and innovate in more than 70 countries and reported net sales of $15.4 billion in 2018. We serve customers in construction, consumer products, industrial and transportation markets and aftermarkets. To learn more, visit www.ppg.com.

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Epson Announces New Ultra Compact Desktop Solutions Offering Document Management Perfect for Remote and Hybrid Workers

prnewswire | September 26, 2023

Epson, the best-selling retail scanner brand in North America,1 today announced three new compact and lightweight document scanning solutions – the WorkForce® ES-C220, ES-C320W, and ES-C380W. Featuring an intuitive design and exceptional flexibility, these modern scanners boast a new footprint that saves 60 percent of desk space,2 ideal for tight spaces. Designed for fast and easy document management, the ES-C320W and ES-C380W offer comprehensive wireless scanning to smartphones, tablets, computers, and the cloud,3 enabling small business owners, hybrid employees and busy professionals to work efficiently and streamline tasks. "With the work environment shifting to a hybrid and remote workforce, compact and lightweight solutions that easily integrate into home offices and tight workspaces are essential for today's workflow needs," said Carrie Fox, director of product marketing, Scanners, Epson America. "Professionals and consumers alike can easily conquer clutter and reclaim office space with the new compact WorkForce scanners, designed for productivity and peace of mind. These unique and flexible solutions offer single step scanning, organizing software and a vertical paper path to help customers accomplish more and streamline active workdays." These high-performance workhorse scanners offer features to keep home offices and business organized. The ultra-compact solutions deliver fast speeds with an innovative, space-saving design and vertical scan path that saves 60 percent of desk space2, making it easy to place virtually anywhere, even when space is limited. With two-sided scanning, and a 20-sheet Auto Document Feeder, the new scanners can efficiently handle stacks of paper in one fast pass at speeds up to 30 ppm/60 ipm.4 Intelligent image adjustments such as automatic cropping and paper skew correction help ensure amazing image quality with each scan. The flexible scan path provides remarkable versatility and the ability to scan most document types, from standard paper to invoices, greeting cards, business cards, and passports.5 Touting robust software, all three scanners include Epson ScanSmart® Software6 allowing users to preview, email and upload scans as well as save valuable time with automatic file name suggestion for streamlined file management and OCR. To enhance workflow efficiency, the WorkForce ES-C380W includes ScanWay® for scanning directly to a USB drive,7 mobile device3 or upload to popular cloud storage services7 Dropbox®, Evernote®, Google Drive™ and OneDrive® using the scanner's bright 2.4" LCD touchscreen, no computer needed. About Epson Epson is a global technology leader whose philosophy of efficient, compact and precise innovation enriches lives and helps create a better world. The company is focused on solving societal issues through innovations in home and office printing, commercial and industrial printing, manufacturing, visual and lifestyle. Epson's goal is to become carbon negative and eliminate use of exhaustible underground resources such as oil and metal by 2050.

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Server Hypervisors, Vsphere

Napatech Leverages Latest Intel Agilex® FPGA to Launch Industry's first 400Gbps SmartNIC Solutions

prnewswire | August 29, 2023

Napatech™ (OSLO: NAPA.OL), a leading provider of programmable Smart Network Interface Cards (SmartNICs) and Infrastructure Processing Units (IPU) used in cloud, enterprise and telecom datacenter networks, today announced the availability of the Napatech's first 400Gbps programmable SmartNIC solutions, leveraging the latest Intel Agilex® 7 FPGAs to deliver best-in-class performance for applications in security, cloud services, network monitoring and recording. Enterprises and OEMs providing high-performance solutions for network monitoring and recording require NICs with a performance level that matches the high PCI Express (PCIe) bandwidth available in the latest servers such as those based on 4th Gen Intel Xeon® Scalable Processors. The new Napatech NT400 SmartNIC platform, based on the Intel® FPGA SmartNIC N6000-PL Platform, addresses this need through a PCIe Gen 4 16-lane host interface which enables full-duplex 2x100Gbps traffic between network ports and host applications. Similarly, for applications like the 5G packet core in telecom infrastructure that require high-bandwidth inline processing of network data, the NT400 platform sustains a total 400G of traffic over tens of millions of flows. The NT400 programmable SmartNIC platform includes two QSFP56 network ports, supporting up to 2x200G traffic with the flexibility to configure 10G, 25G, 40G, 50G, 100G and 200G network links. The SmartNIC hardware is complemented by Napatech's portfolio of production-grade software packages, including Link-Capture™ for use cases such as network monitoring and recording, Link-Virtualization™ that provides a virtualized data plane for cloud services and Link-Inline™ for inline applications such as 5G User Plane Function (UPF). These integrated solutions deliver a true "IT experience" whereby the user just installs the card and the software, immediately achieving seamless acceleration of their application with no requirement to directly program the SmartNIC itself. At the core of the NT400 platform is the Intel Agilex 7 FPGA F-Tile chiplet, which incorporates a configurable, hardened Ethernet protocol stack for supporting rates from 10G to 400G. Napatech chose the Intel Agilex 7 FPGA for a host of reasons, including scalability options that allow support for five different configurations that meet various price, performance, power and feature goals, tailored to specific customer applications and use cases. The F-Tile features are critical in enabling the NT400 to operate within the space and power limitations of standard servers deployed in network appliances, data centers and edge locations. "As the networking landscape continues to evolve, SmartNICs emerge as the predominant growth catalyst in the expansive NIC market, poised to reach $3.3 billion annually by 2025" said Manoj Sukumaran, Principal Analyst for Datacenter Compute and Networking at Omdia. "High bandwidth programmable Ethernet adapters require very fine optimization in hardware and software to ensure deterministic and predictable processing time and making them suitable for real-time networking applications. Napatech is among the very few vendors who could provide highly optimized SmartNICs and software solutions leveraging FPGAs from vendors like Intel, and deliver highly efficient network offload capabilities" he added. "The NT400 platform represents the latest generation within our portfolio of SmartNIC solutions," said Jarrod Siket, Chief Marketing Officer at Napatech. "We will deliver multiple SKUs based on this platform, providing products with memory configurations as well features like time synchronization and management ports that are precisely tuned to the requirements of our customers' applications, all packaged with the applicable production-grade software." "We are delighted to see Napatech choose the Intel Agilex 7 FPGA for their leading-edge SmartNIC solutions," said Mike Fitton, Vice President Programmable Solutions Group and General Manager, Network Business Division at Intel. "The combination of our FPGAs, which deliver high performance, and power efficiency plus a rich feature set for the most demanding applications, together with Napatech's production-grade hardware and software, helps ensure that customers can deliver leading solutions for a wide range of enterprise and telecom applications." About Napatech Napatech is the leading supplier of SmartNIC solutions used in cloud, enterprise, and telecom datacenters. Through commercial-grade software suites integrated with high-performance hardware, Napatech accelerates network infrastructure and security workloads to deliver best-in-class system-level performance while maximizing the availability of server compute resources for applications and services.

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Virtual Server Management

Precisely Announces Powerful New 3D Visualization Capabilities in Latest MapInfo Pro Release

businesswire | September 14, 2023

Precisely partner, Pelican GeoGraphics, has long understood the power of location intelligence for complex research and planning purposes. The team helps clients in the natural resources industry with the exploration of minerals to help create renewable energy sources. “Understanding the 3D nature of your data is essential in mineral exploration, so we’re thrilled that this feature will now be available directly within the familiar interface of MapInfo Pro - and at a fraction of the cost of some of the more specialist standalone packages on the market,” said Caroline Hilton, Managing Director at Pelican GeoGraphics. “Even at grass-roots level, geologists will be able to visualize their regional and project data in greater detail, draping aerial images, geological mapping, geophysics grids, and geochemistry data onto the landscape with ease.” As an all-in-one solution for managing, analyzing, and visualizing location data, MapInfo Pro is widely recognized for its ease-of-use, empowering customers to leverage critical location-based insights across a wider range of business users. It can also be easily customized through a wide variety of features and functionality available to customers via the MapInfo Marketplace. “Precisely remains committed to delivering a complete desktop GIS solution in MapInfo Pro, that is powerful, flexible, and easy to use,” said Clarence Hempfield, Senior Vice President – Location Intelligence at Precisely. “The latest release helps to unlock maximum levels of location-based context for our customers across an almost endless array of critical business scenarios.” MapInfo Pro v2023 is available today in English, German, and French, with 13 additional languages slated to go live by early 2024. About Precisely Precisely is a global leader in data integrity, providing 12,000 customers in more than 100 countries, including 99 of the Fortune 100, with accuracy, consistency, and context in their data. Precisely's data integration, data quality, data governance, location intelligence and data enrichment products enable better business decisions to drive better results.

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