Masters Campaign
ArmstrongB2B® partnered with SORG Group to bring the expertise behind its EME, Nikolaus SORG, and SKS brands to life. With deep technical authority spanning batch preparation, furnace design, and long-term service, the challenge was to make that knowledge visible and human rather than abstract. Built around a dedicated Masters landing page, the campaign puts SORG’s specialists front and centre, positioning them as trusted experts helping glassmakers make the right decisions, and turning decades of technical credibility into something people can see and connect with.
Challenge
SORG Group’s technical authority spans batch preparation, furnace design, and long-term service, delivered through decades of specialist expertise across its EME, Nikolaus SORG, and SKS brands. While this depth of knowledge sits at the heart of every project, it wasn’t being brought to life in a way that let glassmakers see and connect with the people behind it.
Strategy
We developed SORG Group’s Masters campaign, built around a dedicated landing page that showcases the specialists behind SORG’s batch, melting, and service capabilities. By putting real people, their expertise, and years of experience front and centre, the campaign positions SORG’s specialists as trusted experts helping glassmakers make the right decisions, turning technical credibility into something visible, human, and easy to connect with.
Creative
The creative direction centred on individual profiles of SORG’s specialists, pairing portrait photography with concise credentials: role, brand, years in the industry, and area of focus. Supporting content, including insight articles and a decarbonisation documentary series, extends the platform beyond the landing page, giving glassmakers direct access to the people and thinking behind SORG’s furnace and melting expertise. The result is a campaign that reframes technical authority as something built by named individuals, not just decades of company history.
