IPS ramps up marketing

Singapore - The economic downturn may be scaring most companies but it hasn't put a dent in the global rebranding plans of Invensys Process Systems (IPS). The process manufacturing giant has already begun activating marketing activities in APAC, including the launch of roadshows across the region.

"There's a lot of fear in the market right now, and uncertainty, and people are just not sure what's going to happen next. But fortunately from an IPS perspective, we're actually ramping up our marketing activities in the region," Sherie Ng, VP of marketing Asia Pacific for IPS, said.

The move is part of the company's new global brand and strategic direction it is taking to better build on the heritage of its product brands which include Avantis, InFusion, Foxboro, SimSci-Esscor, and Triconex. In the past, the company has typically marketed itself through its product brands.

The global effort began some months ago with phase one of the strategy focusing on internal campaigns such as retraining staff to communicate and sell themselves as IPS staff. The roadshows are part of the second phase of IPS' new direction, while it will only be until next year when the company shifts its focus on communicating the rebranding through the mass media. Ng would not reveal the size of the investment because of "competitive" reasons, only adding that it was "significant".

Ng, who was recently brought onboard by IPS, is based in Singapore and is responsible for strategic planning, research and intelligence, marketing and business development strategies, communications programs, demand generation (business and market development), solutions marketing and media and analyst relations for IPS across the region. She was formerly SingTel's director for brand experience until her departure in February this year.