Konica Minolta’s strategy had shifted to reflect a greater emphasis on high-value opportunities. Therefore, a content and communications strategy was required. Konica Minolta were looking to develop an integrated campaign based on the concept of Innovation. Leveraging the thought leadership piece, lead generation had a focus, in order to funnel the nurture process. They also required to utilise the assets developed throughout the funnel. Business products and solutions were weaved into the nurture stream with a consistent flow of communication.