In a class of its own - CLAAS unifies print marketing with CHILI publisher

The #UGE differentiator – template-driven asset generation

Steering the worldwide print marketing activities in the right direction for the world’s leading manufacturer of agricultural engineering equipment and technology, is no easy task. It called for a web-to-print system that would offer the dealership the required operational support. And to further align sales and marketing activities, CLAAS turned to its IT partner, Laudert, who knew what their technology partner CHILI publish had on offer. CHILI publisher, the Universal Graphics Engine, proved the missing link for CLAAS to create a smooth operational strategy that offered a unified marketing management system to streamline print activities.

The struggle - effectively and efficiently coordinate all sales and marketing activities across a huge workforce in over 20 countries

Operational support was given through a web-to-print system, but this was not enough. There was scattered marketing information that needed to be streamlined. This is where CLAAS turned to their media and IT partner Laudert, who recommended CHILI publisher. They knew this Universal Graphics Engine could streamline template creation via the back engine, and optimize print marketing efforts.

The solution - intuitive centralized creation hub for individual print marketing needs

Laudert implemented the latest edition of Print Manager at CLAAS’, an enterprise solution from LaudertPrintBase®. This full-featured web-to-print system comes with the intuitive integration of CHILI publisher, a powerful Universal Graphics Engine offering a broad range of features. Marketing material creation is now not only CI-compliant, but also comes with maximum individualization possibilities. The connection to a CELUM image database and a centralized, theme-specific maintenance of text blocks in OXID result in consistent data sets. Two options are now available for the creation of customized media in the Print Manager: users can choose whether they initiate a print job of the selected documents or they can download a print-ready PDF.

The benefit - uniform brand appearance

The result is not only a drastic reduction in the total amount of basic marketing design templates, but also a significant increase in options for design, themes and text elements. Brand specific content is safeguarded, while creativity gets stimulated alongside brand guidelines. The combination of technologies generated the ideal platform for uniformity and consistency in the CLAAS brand appearance. A new responsive design based on HTML5 enabled mobile use on tablets. Individual designs get stored for future reuse. A central login via SAML integration allows the Print Manager to be opened directly from the CLAAS intranet, without the need to login again. The smooth operative process has facilitated the intuitive creation of individual and customized marketing material.

“Thanks to our connection to our Celum image database and the use of intelligent templates the print media production with LaudertPrintBase® becomes ever easier, more intuitive and faster for us and our partners.”, comments Andrea Wilke, Group Marketing, CLAAS KGaA mbH.

Andrea Wilke


The company – a SPICY star

CLAAS is a family business founded in 1913 and is one of the world’s leading manufacturers of agricultural engineering equipment. The company, with corporate headquarters in Harsewinkel, Westphalia, Germany, is the European market leader in combine harvesters. CLAAS is the world leader in another large product group, self-propelled forage harvesters. CLAAS is also a top performer in world-wide agricultural engineering with tractors, agricultural balers and green harvesting machinery. The CLAAS product portfolio includes state-of-the-art farming information technology. CLAAS employs 11,500 workers worldwide and reported a turnover of 3.8 billion euros in the financial year of 2015. The company deployed the Print Manager in LaudertPrintBase® since February 2016, following a successful trial kick-off in September 2015.



CLAAS KGaA mbH - Partner Laudert



Von-Braun-Straße 8, 48691 Vreden, DuitslandAltonaer Poststraße 9, 22767 Hamburg, DuitslandMagellanstraße, 70771 Leinfelden-Echterdingen, Duitsland


Steering the worldwide print marketing activities in the right direction, called for a web-to-print system that would offer the dealership the required operational support.


Print Manager, an enterprise solution from LaudertPrintBase®, including CHILI publisher, the Universal Graphics Engine, to streamline and align all print marketing activities across 50 different countries worldwide.


Smooth integration and full implementation after 6 months’ trial period, which resulted in a uniform print marketing strategy for Claas and partners worldwide.


Centralized system alleviates the strain on internal and external resources for print marketing material creation. A faster, consistent and coordinated time-to-market secures the right print output when and where needed, freeing up time for alternative creative projects.


A uniform brand strategy and output through an elaborate and reliable web-to-print system that caters to the needs of multiple users across the globe.


  • CHILI publisher
  • CHILI engine

Seamless integration
Extensive feature offering
Brand uniformity

Other SPICY stars