Lumina Case Study: Sanmina

For decades, Sanmina has been successfully building complex, sophisticated products for many of the world’s largest brands. Recognized as a technology leader, Sanmina provides end-to-end design, manufacturing and logistics solutions, delivering superior quality and support to Original Equipment Manufacturers (OEMs)in a variety of industries. Lumina, the North American PR agency of record, focuses on generating brand awareness in the business and influential trade press.


The Lumina team was tasked with creating an active dialogue in the business and trade press on the role of manufacturing in the broader global economy, and its increased importance in bringing more complex products to market to solve today’s challenges and support innovation. Sanmina’s market position as a global public company with $8B in annual revenue required our team to remain extra sensitive and vigilant about media coverage and quotes to protect the brand’s reputation and stock value.

The team focused on establishing key Sanmina executives as thought leaders on issues relating to manufacturing, logistics and supply chain operations. Story angles focused on commentary relative to key market news trends such as the impact of tariffs on manufacturing and supply chain operations, security in manufacturing, and innovation and disruptive technologies that are transforming the rapidly evolving manufacturing landscape such as automation and drone technology.

More specially, commentary focused on specific issues that global manufacturers were navigating including tariffs, whether to nearshore or re-shore operations, IP concerns, compliance and global supply chain challenges, as well as the factory of the future and how trends in smart manufacturing continue to transform the global business landscape.

The team secured a number of executive commentary placements, live interviews and contributed articles in a range of publications including Bloomberg Radio, Chief Executive Magazine, Barron’s, The New York Times, and others, as well as key manufacturing and supply chain trades. In the trade press, Sanmina receives regular positive coverage in many influential technology and industry publications such as, Electronics Sourcing North America, Medical Product Outsourcing, Design News, and more. As a global company, Sanmina is able to leverage these tier-one results in their local geographies to establish credibility, trust and differentiation.