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1Presentation of the groupPresentation of SequanaCreative Papers divisionArjowiggins Creative Papers offers an extensive line-up of prestigiousbrands covering a wide variety of applications, includingbusiness stationery and corporate communications (Conqueror,Opale, Inuit), advertising and promotion (Curious Collection,Keaykolour, Rives, Pop’Set, Priplak), bookbinding and luxurypackaging (Guaflex, Curious Collection, Delos), and specialtyapplications (tracing paper for technical drawing, casting paperfor the fashion, furniture and automotive industries), and paperfor printed electronic applications.Arjowiggins Creative Papers helps its customers achieve maximumimpact from their communication campaigns. Innovationis relentless to ensure that customers are offered the products bestadapted to market trends, featuring industry-leading content,texture, feel, tint and finishes.Paper media for corporate communications, advertising and luxurypackaging are usually coloured, with smooth or textured finishesand are generally offset printed. They may also be embossedor gold-tooled.Creative papers are produced using virgin or recycled pulp insix production facilities located in France, the UK, Spain andChina (except for Priplak which uses polypropylene), and are soldthrough specialised distributors or directly to printers or converters.Creative papers are sold at a premium due to their superiorquality and technical properties.Arjowiggins Creative Papers boasts a leading position in mostof its markets. It is the world’s leader in fine paper in terms ofsales, No. 1 in tracing paper and No. 2 in casting paper in termsof volumes.Its main competitors on these markets are Gruppo Cordenons,Fedrigoni SpA, Mohawk Fine Papers Inc, Neenah Paper Inc,Tullis Russel Group Ltd, M-real, Zanders GmbH, James CropperPlc, Ecological Fiber Inc, FiberMark Inc, Schoellershammer,Ming Feng, Favini Srl and Sappi Group.2012 highlights■■Ongoing commercial synergies with Antalis.■■Innovation stepped up and new products launched, particularlyfor printed electronic applications.■■Production capacity reduced following the closure of a machineat the Chartham plant in the UK.2012 results2012 saw a sharp decline in the volumes of fine papers sold anda slowdown in all of the division’s other markets. However, businessin Asia and Latin America continued to grow. Sales for thedivision retreated 12.1% year-on-year, to €237 million.EBITDA came in at €21 million, compared to €25 million in2011, chiefly reflecting the volume downturn and the negativeproduct mix as customers responded to the economic crisisby preferring mid-range papers. EBITDA margin represented8.9% of sales.To continue adapting its production capacity in line with demand,the division closed a paper machine at the Chartham plant in theUK in August.Leveraging innovation to enhance leadershipArjowiggins Creative Papers pressed ahead with its brand makeoverand enhancement strategy in the year, aided by originalcommunication initiatives.Four new shades jointly developed with cutting-edge designerEdelkoort were introduced in the Skin range, reflecting the verylatest trends in fashion and design. The division commissionedwork from two contemporary artists (Kriki, Kado Ueda) and useda multimedia studio in France (Bonsoir Paris) to showcase theseinnovative new papers to creators and designs. The artists’ work,a mask made out of papers from the Skin range, was awarded toprizewinners of the “2nd skin” contest, which was held betweenSeptember 2012 and February 2013. In the field of labels forthe wine and spirits markets, the FSC®-certified ArjowigginsCreative Labels range was enhanced with new self-adhesivelabels sold in reels. Butterfly, a new range of natural papers, waslaunched at the Luxe Pack trade show. This FSC®-certified rangefor use in luxury packaging is suited to screen and offset printingand a 30%-recycled version is also available.Between November 2011 and April 2012, Arjowiggins CreativePapers organised a poster design competition based around theOlympic Games. The aim of the competition was to promoteConqueror, its global premium brand of office paper and paper forcorporate communications. The posters designed for the competitionhad to combine sport and typography and feature the phrase“It’s not what you win, but how you conquer it”. Open to creativeprofessionals from around the world, the competition was a hugeinternational success, resulting in more than 1,700 entries from160 countries. The jury of typographers, bloggers and designerswas chaired by the well-known French typographer Jean FrançoisPorchez, and awarded first prize to an entry from South Africa.The product innovation drive also continued apace in other businesssegments. Seven new designs, including two tailor made forChina, were added to the range of casting papers. In the fieldof synthetic papers for the car and fashion industries, the divisionsuccessfully designed a specific print for the Adidas footballused at UEFA’s Euro 2012 tournament. Non-conventionalapplications for tracing paper were successfully developed in thepress sector, while new industrial applications were introduced toreplace plastic.Further sales synergies were unlocked with Antalis, particularlyin premium offset papers and bookbinding. Working closelyalongside Antalis, the division developed and marketed Glintt,a range of fine metallic papers produced in the Quzhou plant inChina and targeting the Asian markets, in particular China.38 | Sequana | 2012 Document de référence (English version)