Familiarity breeds competitive edge. AkzoNobel

 
Challenge
To launch and build a profile for the world’s largest "unknown" company.
 
Insight
In merging with ICI, AkzoNobel had undergone a transformation – this presented a public opportunity for revitalisation and growth.
 
Solution
Having acquired ICI in 2008, AkzoNobel's AGM provided the first public opportunity to unify the two brands and to bring to life the new identity and brand values before an audience of senior stakeholders, media and influencers.
 
We devised the Transform Conference: a 2-day event in Amsterdam based on AkzoNobel's key brand promise, "Tomorrow's Answers Today". A series of motivational plenary sessions and workshops for around 250 senior global managers brought to life the theme of transformation. By encouraging their feedback and participation we helped to engage attendees with the company's new brand, positioning and values.
 
As a climactic finale to the AGM, we staged a public launch of the new brand identity at Amsterdam's cruise-line passenger terminal. Here, a stunning, live-action aerial ballet was framed by spectacular lighting and fireworks.
 
Results

• The Transform Conference featured in a 6-minute exclusive report on RTL's main evening news with an audience of 7 million+.
• Extensive coverage in national newspapers and magazines.
• Overwhelmingly positive feedback from attendees. AkzoNobel's Director of Communications, John Mclaren, commented that "they could not have had a better partner in bringing the new identity to life".