Copenhagen – Cameleon Advertising Agency has existed since September 1991 and characterises itself as a small and alert agency. That being said, it doesn't mean that their competences are limited, or that they can only perform small tasks.

Cameleon Advertising Agency is a full-service advertising agency with B2B marketing as their specialty.

They have experience on all sides of the communications process from concept development, strategic planning, media advice and planning to final development of a creative platform and running campaigns.

Values and objectives

-    We will not be creative for creativity's sake or to win any fancy awards that we would have to polish, in order to maintain our image.  We will be creative for the sake of the result, says director Mark Lyngaa Wegeberg.  He continues:

-    We were put in this world to create dialogue and positive relations to the outside world of our clients. Client investment in our work should give the best possible returns for them, partially in the form of a loyal client base and partially as an increase in turnover and a strong market position for their brand and product portfolio.

-    Our most important task is to break through conventional thinking and develop creative and sensational communication solutions based on thoroughly thought out and weighed-up marketing strategies.  Based on this, we will make our clients' brand stand out and build long-sighted, positive relations.

-    This means that our goals are first achieved when our clients' goals are achieved.  Therefore we are just as important a part of our clients' value chain, as they are in ours. We must never forget that the team that is to achieve results needs to be strong and efficient, and that our clients are an important part of that team.

Network co-operation    

-    For a while now, we have been building a network with other companies, and in that regard we have been through a phase where we have gone to great lengths to define our core-competences. We have asked ourselves the questions: who are we, what are we good at, and what should we focus on in the future? says Mark Wegeberg.

-    Our trump card is creative communication.  We work with this in three areas, 1) leading graphic design, 2) direct marketing, and 3) idea and concept.

-     We want to get in on the overall design-phase, where we aren't just creating corporate design, but also product design, packaging design, etc. In co-operation with others, we want to offer our specialties.

-    Our designs are rolled out via many channels and we welcome the future with peace of mind, as a design company. A design company that can also produce.

Catalogue production

-    For some of our bigger clients, we make catalogues of several hundred pages, with some of them being almost 500 pages. In this specific field, we are experiencing that competition is becoming harder, especially from the far-east where there are many companies making offers with cheaper workforces.

-    We therefore want to have control over semi-automatic catalogue production in-house, so we can push our catalogues through quicker without a greater use of manpower.

-    Design of a catalogue incorporates lots of fragments of design, text, pictures and prices, etc. and as we want to focus on our strength, namely the design-phase, the important thing is to improve competitive performance during production stages.  

-    We have got this improvement via the software from Cacidi, where we estimate that we have experienced a time saving of 68% in production of our biggest catalogues.

-    Getting started with this consumed a certain amount of time, as all the data needs to be arranged in order on the database, and with this we have had some bother.

-    But I would like to say that, at Cacidi we were met with extreme friendliness, helpfulness and resolution, which got us through one way or another when we got stuck with something, so that we could quickly move forward.

-    Our experiences with the system are positive. I am looking forward to accepting more of the larger catalogue tasks, without having to broaden our staff, says Mark Wegeberg.