The Client

Rotherham-based AESSEAL manufactures mechanical seals and support systems for a global customer base representing a wide range of industries, from food and drink to oil and gas.

Mechanical seals are a small and easily overlooked component of pumps and rotating machinery, but play a vital role. They prevent leakages which can contaminate products, cause energy and water waste, and result in costly production line stoppages.

The brief

In terms of global sales, AESSEAL is the fourth largest mechanical seals company in the world. However, in terms of innovation, quality, customer satisfaction and environmental sustainability it is significantly ahead of its competitors. It also invests heavily in its apprenticeship programme and student engagement to bridge the engineering skills gap.

The company’s media profile, particularly in the trade press, was not reflecting the scale of its achievements.

AESSEAL appointed The Right Agency to:

  • Position AESSEAL as a leading innovator and industry expert across relevant industry titles and vertical sectors
  • Showcase its products’ proven track record for delivering reliability and added value
  • Highlight its proactive approach to tackling key industry issues
What we did

The Right Agency developed a highly targeted media relations campaign.

We identified common challenges experienced in different vertical market sectors and created an extensive bank of features to illustrate how AESSEAL products could overcome them. These were supported by powerful statistics and impactful case studies to demonstrate how AESSEAL mechanical seals and support systems had achieved improved operational efficiency, greater safety, long-term savings and swift return on investment (ROI).

Thought leadership features tackled broader issues such as water and energy conservation, while a key industry knowledge gap – the risk of product contamination – was used to conduct an awareness raising campaign targeted at food and drink and pharmaceutical companies.

National coverage was supported with news stories in the regional press highlighting AESSEAL’s commitment to investing in its workforce, its apprentices and its assets.

AESSEAL award winners


In two years, The Right Agency secured more than 300 pieces of coverage for AESSEAL in more than 90 different publications, showcasing AESSEAL as a trusted supplier of quality products with a strong commitment to ethical business practices.

This wealth of content was also used to secure eight industry award wins for AESSEAL in just over 12 months.

“We chose The Right Agency as we felt they were the best fit for our business. Our product is complex and covers many industries across the globe, which meant The Right Agency faced a steep learning curve, which they conquered immediately to deliver excellent results. The Right Agency has never shied away from anything we have put to them and has never disappointed in terms of the extremely high-quality PR they produce. They are very much part of our marketing team at AESSEAL.”