International network management, rebranding and acquisition
Despite its global presence and status as the world’s largest coatings company, AkzoNobel was relatively unknown outside its traditional European strongholds. As the company moved into new markets there was a growing need to build brand awareness and reputation in emerging markets.
We conducted a stakeholder mapping exercise to ensure the corporate communications resources were focused in the right way. Then, after the corporate communication objectives and strategy was in place, we built and managed an international agency network which could deliver this aim.
Aspect also provided internal and external communication support for the rebranding of the company, symbolizing the company’s transformation, as well as the acquisition of ICI.