WE BRING STORIES
TO LIFE
On May 15, 2003 Egmont celebrated its
125th anniversary. The fairytale that be-
gan in a little humble apartment in the work-
ing section of Copenhagen developed into
a Nordic media group. Egmont’s develop-
ment from kitchen table printing to a modern
Nordic media group with operations in over
20 countries is the result of a sustained de-
velopment based on the classical virtues of
quality, alertness and care.
So when Egmont approached Kontrapunkt
in 2003, it was already the leader in the
Nordic media industry, with businesses in-
volved in weeklies, magazines, comics, books,
film, TV-programmes, textbooks, games, con-
tent for mobile services and electronic enter-
tainment. Its goals at the time were twofold:
First, to strengthen its position in the mind
of the consumers and other stakeholders.
Secondly, to enhance the collaboration and
cross sales activities in the group as well
as establish a team spirit across companies
and divisions – executives and employees
should know the group and feel proud about
being part of it.
COMPANY AND PRODUCT BRANDING
One of Egmont’s major strengths is that
it already owns a clutch of popular brands
such as ‘Alt for Damerne’, ‘Nordisk Film’
and ‘Anders And’, all of them well-known in
the minds of the consumers. However, the
Egmont name had no distinctive character or
visibility with the public.
However an initial brand study found that
the group has developed from a unique idea
– being a master in story telling, and there-
fore share a common set of values together
with a vision and mission statement. There-
fore there was a true connecting idea, which
was relevant for all members in the group,
and from which the businesses could devel-
op in general.
It was clear that to make the Egmont name
more visible for consumers, employees and

stakeholders, Egmont should be the sender
of all Egmont products across the group. The
Egmont brand should always celebrate and
promote what creates and tells stories rang-
ing from print to plasma screen, from enter-
tainment to education, from intellectual to
popular culture.
LIVING THE BRAND
We worked with Egmont establishing a new
brand architecture, which more clearly would
present the group to the market – and prob-
ably most importantly enhance the collabo-
ration across the divisions.
THE STRONG PARENT
The design solution replaced the multi-col-
oured logo with a black and white classic
logo visually linking the group to history and
the art of printing. The bold black expresses
a strong ‘parent’ Egmont, guaranteeing the
quality of the various products. All products
have kept their famous names and identities
and they to stand out clearly, colourful and
vividly, yet simple endorsed by excellence
and security.
MEASURABLE EFFECTS
The new Egmont was launched in 2003
and had immediate successful effect in-
ternally. Previously the value in being
part of Egmont was more subtle, but the
process of finding and not inventing their
common story has made people embrace
the new payoff and feel more attached to
each other.
Externally, the group is building a new plat-
form in the Nordic region, allowing commu-
nication with consumers and stakeholders
attracted to Egmont’s united offer. The
group has already started mapping out
its strategic direction and strengthened
its position as a major player in today’s
market and also a player in tomorrow’s
world of media and communication.
Steffen Kragh, President and CEO, comments:
“We continued our focus on
improving profitability in 2003
and have now established a
good platform for Egmont’s
future growth. The equity ra-
tio had risen to 35 % at the
end of 2003, an improvement
from 21% in two years. The
increase paves the way for
further investment in creativ-
ity and the development of Eg-
mont Foundation companies
over the coming years - wheth-
er in the areas of magazines,
books, educational material or
moving images.”