GmbH
THE CEMENT CHALLENGE OPPORTUNITY
CLIENT
FULLER TECHNOLOGIES INC.
TYPE OF CLIENT
Heavy Industry / B2B
CATEGORY
Strategy, Rebrand, Content-Execution
OVERVIEW
For over four years, KRAU served as the primary strategic and operational partner for the evolution of FLSmidth’s global Cement division into FULLER Technologies.
KRAU acted as the critical "Institutional Bridge" throughout the entire transaction lifecycle: originally brought on by the corporate parent (FLSmidth), retained to lead the standalone carve-out, and ultimately integrated as the long-term agency partner for Pacific Avenue Capital Partners following the successful acquisition in late 2025.
Today, we continue to support FULLER’s global brand footprint and day-to-day digital operations as their outsourced marketing partner.
WHAT WE DID
Brand Carve-Out Strategy:
Navigating the technical decoupling of a legacy division into an independent global entity while preserving 140 years of industrial IP and heritage.
Operational Software Engineering: Designing and implementing custom proprietary software solutions for FULLER's daily operations (i.e: global services and trainings, custom branded data management system "The Cement Hub", custom B2B ticketing system) as well as solutions to move the business off the Transitional Service Agreement (TSA)
Co-Strategic Execution: Partnered with top-tier consultants (including McKinsey) and mother-corp legal teams to execute the brand separation and operational "Day-1" readiness.
Investor Readiness: Positioning the brand’s value proposition to facilitate a successful acquisition and independent market entry.
Global Relaunch: Orchestrating the worldwide reveal of Fuller Technologies across 1,400+ installed plant sites and global digital touchpoints, while remaining fully operational.
Industrial Brand Transformation:
The FLSmidth to FULLER Technologies Carve-Out
The Challenge:
Decoupling a Legacy Industrial Giant
When global leader FLSmidth announced its "pure-play" strategy, the Cement division required a total divestiture marketing plan. The mission was to build an entirely independent brand identity and digital infrastructure that could support 1,400+ plant sites worldwide without operational downtime.
The Strategy:
Beyond Rebranding - Operational Partnership
As the lead agency, we orchestrated a marketing-led transformation that prioritized long-term scalability, Day 1 readiness, and continuous operation over surface-level design.
Digital Infrastructure & Data Management: custom built solutions like "The Cement Hub",a. centralized data management platform, or interactive pages of FULLER's product and solution offerings
Workflow Efficiency: To accelerate project delivery, we developed a proprietary ticketing system. This eliminated email-heavy workflows and modernized coordination across FULLER's global marketing team.
Strategic Identity: We revived the historic Fuller name to bridge 140 years of heritage with a future-facing narrative, positioning the brand for maximum investor appeal and M&A success.
The Result:
Successful Acquisition & Independence
The project's success was validated in October 2025 with the successful acquisition of Fuller Technologies by Pacific Avenue Capital Partners. This transformed the former division into a U.S.-based, independent technology powerhouse, ready to lead the cement industry's decarbonization era.
CONTACT
Get in touch at info@krau.agency