This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Trelleborg: SmartPort, awarded a Gold in B2B in this year's WARC Awards for Effectiveness.

Trelleborg repositioned itself from equipment manufacturer to smart technology solutions provider with the launch of its SmartPort brand, and drove change in the global marine market. We spoke to Richard Hepworth, business unit president at Trelleborg Marine & Infrastructure and Tom Stein, chairman and chief client officer at Stein IAS to find out more.

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