--- title: "BOMAG: Full marketing for BOMAG Light Equipment | Culture Cartel" description: "Culture Cartel handled the full marketing of BOMAG Light Equipment, helping launch and grow the category within a global equipment brand in EMEA." canonical: https://www.culturecartel.ca/work/bomag language: en-CA publisher: Culture Cartel --- BOMAG # BOMAG Full marketing for BOMAG Light Equipment, launch through growth. - **Client:** BOMAG - **Format:** Brand - **Industry:** Construction Equipment - **Location:** EMEA ![A BOMAG BT 60e electric rammer compacting gravel, dust rising around its foot](https://www.culturecartel.ca/_frames/m/bomag.webp) Go-to-market · Brand · Campaigns · Digital BOMAG Light Equipment · EMEA A category, *launched*. Scroll 1. 01 / The brief Launch a category inside a global brand. Culture Cartel handled the full marketing of BOMAG Light Equipment, from launch through growth. 2. 02 / The insight It inherits the name, not the attention. A category inside a global brand needs strategic clarity and one team managing every moving part. 3. 03 / The launch Positioned from day one. We owned the marketing from launch onward, setting how the category was positioned and presented. 4. 04 / Execution One team, every channel. One team ran every channel and touchpoint, with the precision expected of the BOMAG name. 5. 05 / In their words Professionalism and precision. “A significant impact on the brand’s market presence and growth.” Randhir Hirspiad, Regional Director (EMEA), BOMAG. The full story Services - Go-to-market - Brand strategy - Campaigns - Digital marketing Practice - [Strategy & Brand](https://www.culturecartel.ca/services#brand) - [Campaigns & Content](https://www.culturecartel.ca/services#campaigns-and-content) - [Growth](https://www.culturecartel.ca/services#growth) Live links - [BOMAG](https://www.bomag.com) [Start a project like this](https://www.culturecartel.ca/start?service=brand&ref=bomag) ## The brief BOMAG is a global equipment brand. Culture Cartel handled the full marketing of its Light Equipment line. The task was to launch and grow a category inside a much larger brand. ## The insight A category inside a global brand has a particular problem. It inherits the name, but not the attention. Launching and growing Light Equipment called for strategic clarity, consistency, and one team managing every moving part, rather than marketing executed piece by piece. ## The work ### Category launch and growth We owned the marketing for BOMAG Light Equipment from launch onward, setting how the category was positioned and presented in the market. ### Integrated execution One team ran the marketing across every channel and touchpoint, so the category showed up with the precision expected of the BOMAG name. ## The result In the words of Randhir Hirspiad, Regional Director (EMEA): Culture Cartel “handled the full end-to-end marketing of BOMAG Light Equipment with a level of professionalism and precision that made a significant impact on the brand’s market presence and growth.” > Launching and growing a category within a global brand like BOMAG requires more than just marketing execution, it requires strategic clarity, consistency, and the ability to manage every moving part seamlessly. Culture Cartel handled the full end-to-end marketing of BOMAG Light Equipment with a level of professionalism and precision that made a significant impact on the brand’s market presence and growth. Their contribution materially strengthened the business and elevated how the brand was positioned and experienced in the market. Randhir Hirspiad Regional Director (EMEA), BOMAG Results described qualitatively. ## Start a project like this. Positioning, identity and senior judgement that make you the obvious choice. Tell us where you are and where you need to be. [Start a Project](https://www.culturecartel.ca/start?service=brand&ref=bomag) [Ask about this project](https://www.culturecartel.ca/lens?mode=ask&ref=bomag) Related work - [Smith Power Equipment](https://www.culturecartel.ca/work/smith-power-equipment): 19 brands. 7 categories. 6 countries. One marketing engine. · **19** Global brands in one distribution portfolio · Brand / Power Equipment and Agriculture / Johannesburg / 2019 - [Kubota](https://www.culturecartel.ca/work/kubota): The strategic engine behind a category-leading brand. · **80+** Dealers supported across Southern Africa · Brand / Agriculture and Power Equipment / Johannesburg / 2021 - [Baoli](https://www.culturecartel.ca/work/baoli): Engineering the market entry of a global materials handling contender. · Brand / Materials Handling / Johannesburg / 2022 [Next project TA Speakers Management All marketing operations for a speaker agency. Keep scrolling](https://www.culturecartel.ca/work/ta-speakers) --- Culture Cartel, 8 The Esplanade, Toronto, ON M5E 0A6. info@culturecartel.ca, +1 647 459 2154. Start a project: https://www.culturecartel.ca/start