Vestas

Moving an Industry Leader Into Thought Leadership

Approach

Tigercomm worked closely with the market group president to develop his core pitch, “wind is winning.” We used our best-in-industry thought leadership program to design and run an aggressive “pull ahead” program of customer-facing bylined pieces to trade media and conference speeches. We also assisted in preparations for delivery of an anchor keynote around the core theme.

The campaign positioned Chris Brown as the leading voice in the wind industry, and his profile grew quickly past the level of any of his competing equipment maker CEOs.

Challenge

Chris Brown was the high-octane president of Vestas’ largest market group, covering all of North America. Though wind energy faced headwinds created by aggressive attacks from Donald Trump and his Department of Energy, Chris wanted to boost sales with a public case that wind had become the most economic new energy choice for utilities and other large power customers.

Results

• Chris Brown’s online coverage doubled in 11 months.
• His thought leadership received over 2K shares and even more reposts on LinkedIn.
• He secured back-to-back keynote presentations (2016 and 2017) at the industry’s top trade show, WINDPOWER, as Chris and Vestas notched the single biggest sale of wind turbines in industry history.