Case Study
Akzo Nobel: Communicating strategy internally and building reputation internationally
Akzo Nobel is the world’s leading coatings company and a major manufacturer of chemicals.
With strong Dutch and Swedish heritage, Akzo Nobel had a high profile and reputation in both of these markets. However, as a company with a growing presence in other developed and emerging markets, and a dual Amsterdam – AEX listing, there was a need to communicate its strategy and build reputation more effectively outside its traditional strongholds.
Aspect recommended a root and branch review and reform of the Corporate Communications function and its relations with both internal and external stakeholders.
The first step was to help Akzo Nobel think through and clarify its corporate communications objective, strategy and positioning. Once completed, we evaluated the functions such as staffing, structure, systems, processes, culture, and made significant changes to make sure they could deliver. The ways in which the functions interacted with internal stakeholders were also revised, and a new external agency network built and operated to meet the specific needs of Akzo Nobel.
As a result, the Corporate Communications function is significantly more effective: there is a growing awareness and understanding of Akzo Nobel and its strategy among its broader international stakeholders. This has been achieved while it continues to build its standing within the Netherlands and Sweden.
