Strategic direction for a market leader



    Coats is the world’s leading industrial thread company, specialising in high performance threads, yarns, fabrics and composites. Headquartered in the UK, it has a 250-year history and a 17,000 strong workforce in 50 countries.

    The pioneering company aims to connect talent, textiles and technology to create a more sustainable world. Coats works across sectors including apparel and footwear, personal protection, telecoms, energy, transportation, household, recreation and software solutions.

    We have been providing Coats with a variety of services since 2018.


    As a huge global firm with many different arms, including research and sustainability innovation as well as manufacture across various sectors, Coats needed a comprehensive digital strategy.

    The challenge was to find simple solutions for the communication of complex messaging to different audiences and stakeholders, that was in line with the overall brand identity.

    This needed to cover multi-channel content rolled out in a creative and strategic way that serves to build the brand and drive further growth.


    Being able to produce engaging videos, emails, social media assets, presentations and sales activation tools is a given – it’s our strategic thinking and creativity that ensures all content serves to achieve actual business goals.

    We took the time to gain a deep understanding of the Coats brand and its audiences across the world so that we could develop a creative strategy, which identified the most effective communication methods for each.

    This included lead generation on LinkedIn, designed to open doors for the Coats sales teams, full-scale product launches with clearly defined, relevant and engaging value propositions and animated videos that bring the existing 2D presentations to life.

    All content is aligned to the brand and consistent with the goals of the wider digital content strategy.


    The result was a consistent and targeted digital communications strategy that works across different languages and territories.

    Complex messaging is communicated in a simple way that resonates with the target audience. Our initial research identified areas where engagement had been low, and we were able to target these with successful solutions to achieve the intended results.

    Multi-lingual, targeted digital communications

    Complex messaging simplified for the target audience

    Improved engagement

    “The EBY team have the ability to think both strategically and with a creative flair. They have quickly gained an understanding of a very complex business that operates in multiple locations, with varying cultures and languages, embracing the diversity and building content that can resonate across the globe, tailored to specific markets when needed. “We now have robust and engaging content aligned to a well thought out strategy.”

    Carla Griffin
    Head of Marketing Communications, Group Marketing – Coats.

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