AGC: Shifting Perspectives

AGC Inc., formerly Asahi Glass Co., is one of the world’s leading manufacturers of glass, chemicals, and advanced materials. Headquartered in Japan and operating globally, AGC supplies critical technologies to sectors including architectural construction, automotive mobility, electronics, and life sciences. Its innovations sit at the heart of safer vehicles, smarter cities, low-carbon buildings and next-generation digital infrastructure. Yet despite this global scale and technical leadership, AGC’s brand awareness among international institutional investors and senior business leaders remained significantly lower than key competitors in the materials sector.

The challenge was clear: how do you build trust and consideration for a complex B2B brand that operates behind the scenes of modern industry?

The objective of this campaign was to elevate AGC’s visibility among institutional investors and senior decision makers across key global markets. It aimed to articulate AGC’s core value proposition with clarity and authority, repositioning the brand as an innovative, sustainability-driven materials leader. Success would be measured not simply by reach, but by meaningful uplift in awareness, perception, distinctiveness, trust, and consideration within a highly influential business audience.

KPI Measurements/Results

The article series delivered both depth and progression in engagement, achieving:

• Brand preference shift exceeded Financial Times benchmarks, delivering over 40.8% gross brand shift.
• Exposed readers were 120% more likely to consider working with AGC and nine times more likely to state future intent.

Across the article series, readers demonstrated sustained attention and strong engagement, validating the power of sequential storytelling in building authority and trust over time.

• Awareness among exposed readers increased by 81% versus unexposed audiences
• Perception of AGC as innovative increased by 40%.
• Consideration to work with AGC increased by 108%.
• 49% of exposed readers said their perception improved significantly.
• 33% planned to seek more information and 22% intended to visit the AGC website.

The campaign was built on a clear strategic insight: in advanced materials, influence sits with investors and senior decision makers who fund, specify, and scale innovation, yet AGC had relatively low awareness among this group. The brand was powering transformation across industries, but its role in that transformation was not fully recognised.

To close this gap, we placed AGC’s innovation story directly within the decision-making environment of institutional investors and C-suite leaders. Over six months, a tightly integrated programme combined targeted display advertising for sustained visibility with authoritative partner content to drive depth and credibility. Three custom articles and an animated explainer translated complex themes, from circularity in construction to automotive safety and environmental research, into strategic business narratives aligned to investor priorities. A print sponsorship within the Investing in Japan special feature reinforced legitimacy and global scale.

The strategy did not just raise awareness. It repositioned AGC as a critical innovation partner shaping the future of industry.

View the campaign here