With more than 18,000 employees in over 150 countries, GEA is one of the world’s leading technology suppliers for the food, beverage, and pharmaceutical industries.
Their engineering innovations power everything from sustainable food production to state‑of‑the‑art healthcare solutions.
But beyond their cutting‑edge technology lies a complex marketing operation...
Global campaigns, regional activations, product launches, trade shows – GEA’s marketing teams, across five divisions, produce and share a huge volume of content every day. And when you’re managing a brand at this scale, consistency and speed are everything.
“GEA is a large, global firm with five divisions, each with its own marketing organisation. At the same time, we always need to ensure a joint, unified brand identity, with the same look and feel wherever we show up.”
– Isabel Blank, brand manager, GEA
For GEA, Asset Bank, a leading brand asset management system, is the single source of truth for its 18,000 employees across five divisions. All assets, e.g., images from product shots to campaign imagery, videos, and technical documents, are stored in one centralised library, with:
Smart metadata: Assets are tagged by industry, product group, usage rights, and more.
Role‑based access: Teams and agencies see only what’s relevant to them.
However, everyone needed the same assets in different sizes and formats:
High‑res versions for brochures and trade shows
Web‑optimised images for product pages
Social‑ready formats for LinkedIn and Instagram
Lightweight versions for e-mail marketing
GEA lacked an easy way to resize or transform assets, and duplicate versions were stored.
Asset Bank transforms the files into the right format and resolution instantly, eliminating the need for multiple duplicates.
And the onboarding? Smooth from start to finish.
During the product demonstration, Asset Bank showcased a strong understanding of GEA’s specific challenges.
Rather than presenting a generic overview, the team tailored the session to address key pain points and demonstrated how the platform could effectively resolve them.
This personalised approach helped build confidence in Asset Bank as the right solution for GEA’s needs.
