AGC Glass: Transforming Enterprise Communication with NewZapp

About AGC Glass Europe

AGC Glass Europe is a core division of AGC Inc., the world’s largest glass manufacturer, with over 55,000 employees globally and operations in more than 30 countries. AGC Glass Europe alone operates more than 100 production sites across the continent, including 18 float glass lines and 10 automotive glass processing centres.

Headquartered in Belgium, AGC serves a broad range of sectors including construction, automotive, solar energy, and high-tech electronics. Their glass products are engineered to meet demanding specifications for insulation, safety, sustainability, and energy efficiency—supplying customers from architectural firms to global car brands.

This scale is supported by a sophisticated, multi-country supply chain, underpinned by advanced Sales and Operations Planning (S&OP) platforms like Anaplan. These enable AGC to respond rapidly to changing market dynamics while ensuring supply chain transparency and efficiency.

AGC’s customer base is equally complex and diverse, ranging from regional building contractors to global OEMs. With communication touchpoints spanning multiple languages, teams, and regulatory environments, maintaining brand consistency and compliance across all channels is mission-critical.

The Challenge: Communicating at Scale Without Losing Control

For a business as sophisticated and quality-driven as AGC Glass, effective communication isn’t just a marketing function — it’s a business-critical operation.

Yet until recently, AGC Glass UK relied on Microsoft Outlook to send customer emails, updates, and internal announcements. It was a familiar tool — but not a fit-for-purpose solution. Without branding controls, visibility, or campaign performance metrics, their team faced growing friction as communication needs scaled.

“We had to build every email manually, every time. There was no brand consistency, no engagement tracking, and no way to know if the right people were even seeing our messages,” explains Andrea Marston, Marketing & Communications Manager for AGC Glass UK & Ireland.

The problems went beyond inefficiency:

• Lack of brand consistency: Every message looked different depending on who sent it and how it was formatted. That fragmented experience weakened AGC’s otherwise strong brand presence.

• No visibility into engagement: Without metrics, the team couldn’t track opens, clicks, or forwards — let alone optimise content based on what worked. They were essentially communicating in the dark.

• No safeguard against human error: Manual sending meant greater risk of mistakes — incorrect recipients, outdated content, or inconsistent branding — all of which could erode trust with key stakeholders.

• Compliance blind spots: As a business operating under strict GDPR and data privacy regulations, AGC needed to ensure every message was handled securely and responsibly — something Outlook simply couldn’t guarantee.

All of this added up to one key issue: a communications strategy that didn’t match the scale, complexity, or reputation of AGC Glass.

It wasn’t just inefficient. It was holding them back.

“We’re part of a global manufacturing leader. Our communications needed to reflect that — and Outlook just wasn’t enough,” says Andrea.

The turning point came when AGC’s marketing and leadership teams decided to find a platform that would allow them to professionalise their communications, protect their brand, and unlock the strategic potential of email.

What they needed wasn’t just software — they needed a partner.

That’s when they found NewZapp.

Why NewZapp Was the Right Choice

AGC Glass UK selected NewZapp not just as an email marketing platform, but as a strategic communications partner—and the results were immediate.