Two markets.
One strategic direction.

01

The challenge

A business serving both corporate buyers and retail customers needed two different growth and communication strategies without fragmenting its identity. Theofylaktos operates across calendars, notebooks, corporate gifts and promotional products. The decision was to treat it as a business ecosystem, not simply a brand with many channels.

02

The strategic decision

For B2C, the direction moved beyond product display to the relationship between the brand, product use and consumer experience. For B2B, communication focused on the commercial value of corporate gifting: new corporate customers, stronger existing partnerships, premium positioning, cross-selling and demand beyond seasonal peaks.

Targeting followed actual business decision makers, including owners, founders, procurement, HR, marketing and communications teams.

03

One connected digital ecosystem

Social, native media, email, paid media and digital properties served a shared business direction. Marianthi’s leadership covered four websites: the main Greek B2B site, a B2C e-shop, and B2B properties for Turkey and France. The ecosystem supported both e-commerce development and international B2B expansion.

04

Business impact

Corporate-gifting paid lead-generation activity provided a specific, reported commercial result. The wider value of the project was the connection between brand direction, different markets, digital infrastructure, acquisition and commercial objectives.