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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Ingevity Capa® thermoplastic technology earns Biodegradable Products Institute compostable certification

Businesswire | May 12, 2023

Ingevity Corporation today announced its Capa® thermoplastic grades are now certified compostable by the Biodegradable Products Institute (BPI), the only third-party verification of ASTM International (formerly known as American Society for Testing and Materials International) standards for compostable products in North America. BPI certified compostable certification confirms Capa thermoplastics can be aerobically composted in municipal or industrial facilities and the compost can be cycled back into the soil, leaving behind no toxic residue or microplastics. The BPI certified compostable mark indicates the end-of-life opportunity for a compostable product and enables industrial facilities to identify and trust certified products will break down per the ASTM D6400 standard that requires both disintegration and biodegradation within 180 days – and require the final product leave behind no toxic byproducts to harm the surrounding ecosystem. When tested, Ingevity’s Capa products exceeded the ASTM standard by biodegrading in 84 days with no residuals left behind that exert a negative effect. “Achieving BPI certification validates that Ingevity’s Capa portfolio meets United States standards for biodegradability capabilities and provides new opportunities for Capa products in the North American market,” said Steve Hulme, senior vice president and president, Advanced Polymer Technologies. “As a company committed to supporting the global imperative to advance sustainable development, we are excited to expand opportunities for our customers across continents to transition to more sustainable packaging that reduces environmental impact.” ASTM standard D6400 is the United States equivalent to European standard EN 13432 certified by TÜV Austria. Ingevity’s Capa bioplastics have received additional certifications verifying the environmental benefits of Capa bioplastics, including Seedling, GreenPla (Japan), and TÜV Austria certifications for OK compost HOME, OK compost INDUSTRIAL and OK biodegradable MARINE. Learn more about Ingevity’s bioplastic offerings on the company’s website. About Ingevity Ingevity: Purify, Protect and Enhance. Ingevity provides products and technologies that purify, protect and enhance the world around us. Through a team of talented and experienced people, we develop, manufacture and bring to market solutions that help customers solve complex problems and make the world more sustainable. We operate in three reporting segments: Performance Chemicals, which includes specialty chemicals and pavement technologies; Advanced Polymer Technologies, which includes biodegradable plastics and polyurethane materials; and Performance Materials, which includes activated carbon. Our products are used in a variety of demanding applications, including adhesives, agrochemicals, asphalt paving, bioplastics, coatings, elastomers, lubricants, pavement markings, publication inks, oil exploration and production and automotive components that reduce gasoline vapor emissions. Headquartered in North Charleston, South Carolina, Ingevity operates from 31 countries around the world and employs approximately 2,050 people. The company’s common stock is traded on the New York Stock Exchange (NYSE:NGVT). Biodegradable Products Institute (BPI) The Biodegradable Products Institute (BPI) is North America’s leading certifier of compostable products and packaging. The organization is science-driven and supports a shift to the circular economy by promoting the production, use and appropriate end of lives for materials and products designed to fully biodegrade in specific biologically active environments. BPI’s certification program operates in conjunction with education and advocacy efforts designed to support the broader mission to keep food scraps and other organics out of landfills.

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MARKET OUTLOOK

SAR Technology Inc. Contracts MECS for Spent E-grade Acid Regeneration Plant

Businesswire | May 19, 2023

SAR Technology Inc. located in Tainan, Taiwan, has contracted with MECS, Inc. a subsidiary of Elessent Clean Technologies for the supply of MECS® proprietary technology and equipment in support of a new spent acid regeneration plant. By incorporating MECS® sulfuric acid recovery technology in its electronic grade sulfuric acid plant, SAR Inc. will position themselves as a reliable supplier of regenerable high purity sulfuric acid and will be able to provide significant support to the semiconductor industry in Taiwan which is the world’s largest consumption country of e-grade sulfuric acid. “SAR Inc. chose MECS because we know their sulfuric acid technology and equipment are top of the line. By selecting MECS® regeneration technology, in combination with SAR Inc. patented technology, our new plant will regenerate acid waste for reuse by our semiconductor customers and meet the government’s progressive environmental objectives. Our company is in a unique position as the semiconductor industry booms in Taiwan, and as such, it is very important to SAR Inc. to be able to contribute to a circular economy to help semiconductor clients achieve their ESG and sustainability goals,” said Johnny Fang, CEO and founder, SAR Technology, Inc. The semiconductor industry is one of the fastest growing markets in the world, and its manufacturing process creates numerous by-product waste streams. Disposal of this waste has become a challenge with the extreme growth experienced by the industry, and one way to combat waste disposal issues is by recycling the by-product spent acid from semiconductor fabrication. MECS designs sulfuric acid regeneration plants to balance operating temperature, acid concentrations and corrosion rates to ensure consistent, productive uptime of the equipment while guaranteeing environmental compliance and offering proven protection of plant equipment from acid condensation. MECS® technology also meets the rigorous quality requirements of high-quality e-grade acid making it a perfect fit for regeneration in the semiconductor industry. “We are highly active in the market, and every manufacturer in the industry wishes to embrace a circular economy on waste streams, especially at a time with such high demand. It is exciting to work with SAR Inc. who is shouldering the responsibility to ensure the sustainability of the e-grade acid supply chain,” said Eli Ben-Shoshan, CEO, Elessent. SAR Inc. was established in 2018 to provide a full-cycle electronic-grade sulfuric acid factory to deliver a sustainable solution for by-product waste in the semiconductor industry. Startup of the plant is slated for June 2023 and is expected to improve utilization of domestic resources and help address sulfuric acid disposal challenges. The MECS® sulfuric acid technology has been in use for nearly 100 years in the phosphate fertilizer, non-ferrous metals (leaching & smelting), oil refining and general chemical industries. MECS® technologies feature breakthrough solutions, many of which have revolutionized the performance, quality and cost-effectiveness of customer operations. They include MECS® heat recovery systems (HRS™), MECS® SolvR® regenerative SO2 scrubbing and MECS® MAX3™ sulfuric acid production technology. Integrated into these MECS® technologies are proven specialty products such as catalysts, Brink® mist eliminators, DynaWave® scrubbers, ZeCor® corrosion resistant alloy products, and acid coolers all of which are specifically designed for the most demanding operating environments. Licensed and marketed by Elessent Clean Technologies, the MECS® technology is the world-leading sulfuric acid production technology with more than 400 licensed acid plants worldwide since the 1960’s. Elessent Technologies is committed to long-term customer satisfaction and support for the life of customer assets. About Elessent Clean Technologies Elessent Clean Technologies is a global leader in process technologies to drive sustainability and carbon neutrality in the metal, fertilizer, chemical and oil refining industries with an unwavering commitment to customer support. We provide extensive global expertise across our portfolio of offerings in key applications – MECS® sulfuric acid production, STRATCO® alkylation, BELCO® wet scrubbing and IsoTherming®  hydroprocessing. Offering critical process equipment, products, technology and services, we enable an array of industrial markets, including phosphate fertilizer, non-ferrous metals, oil refining, petrochemicals and chemicals, to minimize their environmental impact and optimize productivity. We are dedicated to helping our customers produce high-quality products used in everyday life in the safest, most environmentally-sound way possible, with a vision to make the world a better place by creating clean alternatives to traditional industrial processes.

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CHEMICAL MANAGEMENT

Lummus Acquires Water and Wastewater Treatment Technologies from Siemens Energy

PRNewswire | May 29, 2023

Lummus Technology, a global provider of process technologies and value-driven energy solutions, announced that it has reached an agreement with Siemens Energy to acquire assets from their water solutions portfolio including intellectual property and copyrights, trade secrets, and research and development properties. The technologies address water and wastewater needs of the oil and gas industry using carbon adsorption, biological treatment and hydrothermal processes. Lummus will acquire Siemens Energy's Zimpro® wet air oxidation technology and PACT® system, plus the associated intellectual property, lab equipment and associated assets. The technologies will expand Lummus' portfolio of sustainable and integrated offerings into the treatment of water and wastewater produced in petrochemical and refining facilities. "Water and wastewater management in industrial complexes is critical for our customers who are looking for answers to improve energy efficiency, make their operations more sustainable, and comply with environmental regulations and standards," said Leon de Bruyn, President and CEO of Lummus Technology. "This acquisition adds to our growing integrated technology portfolio and provides yet another sustainable solution for our customers." The Zimpro system addresses treatment of caustic waste from ethylene crackers, while the PACT process is an efficient wastewater treatment process designed to remove organic pollutants from industrial wastewater. Both processes offer several advantages over traditional treatment methods, including the conversion and destruction of elevated waste streams, while minimizing the generation of secondary waste streams. The Zimpro and PACT technologies provide solutions for industrial wastewater treatment challenges, yield cleaner wastewater for reuse at industrial facilities and deliver a reliable water resource while reducing risk, carbon footprint and operating costs. About Lummus Technology Lummus Technology is the global leader in developing technology solutions that make modern life possible and focus on a more sustainable, low carbon future. We license process technologies in clean fuels, renewables, petrochemicals, polymers, gas processing and supply lifecycle services, catalysts, proprietary equipment and digitalization to customers worldwide.

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PPG Industries

PPG Industries

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, w...

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