The Situation
- On 18 December 2024, Kramer Asia Pacific (KAPAC) – formerly Kramer Ausenco –successfully reacquired the 50% equity previously held by Ausenco through a positive and mutually agreed transition, restoring full family ownership.
- The reacquisition is more than an internal milestone. It creates a once-in-a-generation opportunity to reposition the company. For the first time in years, Kramer can tell a clear story about its roots, values, and vision without the shadow of a joint-venture partner.
- The stakes were high. Kramer APAC needed to move quickly to signal strength, re-establish trust with clients and partners, and ignite pride internally. They needed a strategic and coordinated marketing response.
- At the same time, there is enormous upside. The reset provides the chance to modernise the brand, rebuild digital presence, and tell a powerful story of Pacific-led engineering excellence and APAC growth. Done right, the announcement not only informs but repositions Kramer as a leader in the region for the next decade.
The Objective
- Announce and explain the reacquisition with clarity and pride.
- Rebrand from “Kramer Ausenco” to “Kramer Asia Pacific”.
- Rebuild digital presence and authority.
- Manage the change over of all digital assets including the interim web page and the strategy and management of new global website development
- Set up the marketing engine to support long-term growth.
Our Ask Marketing Solution
1) Communications & Storytelling
- Draft and issue the primary press release for PNG, Australia, and global media. Click here to view the Global Press Release, which had over 1100 engagements across a worldwide audience.
- Build a media list across PNG business outlets and APAC trades, with tailored messaging for each market.
- Develop a founder-led press video in their Brisbane Office with Frank Kramer sharing the legacy story and the significance of reclaiming family ownership. Click here to watch one of Frank’s incredible videos
- Produce 20 short-form storytelling videos featuring Kramer family members in leadership roles, each focused on values, expertise, and future growth. Click here to watch one of the highlight videos that features Karla Kramer, sister of Michael and Adam and son of Frank Kramer.
- Deliver a comms toolkit for leaders and internal champions, ensuring consistent messaging.
- Position the narrative not only around legacy but also the next phase of growth in APAC.
2) Brand reset and identity system
- Rename to Kramer Asia Pacific and create the refreshed brand system.
- Visual identity: word mark, colour system, typography, icon set.
- Brand voice: Pacific-led, engineering-grade, plain-English clarity - entrusting Melotti Media for this component.
3) Web presence - staging then full build
- Launch a holding page in week 1 to control the narrative from day one.
- Design the user experience (UX) strategy and sitemap for a new global site. Launch the new global website with analytics and lead management plan - entrusting Studio TwoFold to execute.
4) Local Relationships and Strategic Partnerships
- Establish key government and trade connections, including meetings with Trade andInvestment Queensland.
- Unlock opportunities for growth in Queensland and across the Pacific.
- Leverage Kramer’s past involvement in delivering infrastructure for the Pacific Games toposition strongly for future mega-projects.
- Actively position Kramer Asia Pacific to be in good standing to tender for the Brisbane2032 Olympics infrastructure
5) Campaign calendar
- Deliver a rolling 90-day marketing calendar spanning the announcement window and brand rollout.
- Weekly themes aligned to APAC priority sectors and tenders.
- A structured asset schedule assigns owners and due dates to keep delivery on track, including working with Be Pacific Digital in PNG.
6) Team leadership and vendor management
- Lead the blended marketing team: PNG agency, copywriter, videographer and internal employee marketing coordinator.
- Run weekly standup WIPs and a sprint board to manage throughput.
7) CRM, Sales and Tender Process approach
- Outline a CRM strategy to support the subsequent lead volume post new website go-live. Kramer now focuses on consolidating internal capability and systems to activate this plan effectively.
- Provide a framework to strengthen bid content, and process flow utilising all of the marketing collateral to support. Kramer now focuses on embedding these improvements internally so they become part of daily operations.
The Results
- The ownership story lands in PNG and APAC markets with strong regional coverage.
- The founder-led video and 20 family storytelling videos give a human face to the brand, reinforcing trust and continuity.
- The brand transition completes with a live holding page within days, followed by a full global site.
- A single marketing plan, budget, and team cadence replaces ad-hoc activity.
- A clear roadmap is in place for CRM and sales-tender improvements, ready for internal consolidation.
- Momentum builds across the organisation: staff, leaders, and partners align quickly around the new identity, fueling confidence in the company’s growth trajectory.
- Internal teams now have the tools, templates, and confidence to keep building on this foundation.
Client Testimonials
Frank Kramer - Founder & Executive Chairman
This is about reclaiming our legacy, and Ask Marketing understood that deeply as a fellowfamily-run business. Their guidance helped us share our story with clarity, pride, and purpose.
Michael Kramer - Director
I have been impressed with the strategic support provided throughout this journey. I would highly recommend Ask Marketing to any business looking for commercially focused brand and marketing leadership.
Koustubh Chandorikar - Head of Business Development
The strategic support we have received has been outstanding, giving us the tools and presence to grow with confidence. I would strongly recommend Ask Marketing to any organisation focused on commercial outcomes.
