When a private equity backed transaction established an independent company from a division of a Benelux based coatings and chemicals firm, the new entity required a distinct brand identity and strategy to position itself as a global leader in specialty chemicals.
Linq Advisors supported the clean team to develop a corporate communications and public affairs strategy and year-one priority tactics for deployment upon completion of the transaction.
First, we engaged leaders and company experts to define the reputational objectives with granular targets by audience type and stakeholder segment. Then, through an iterative process, with a situational analysis of the competitive marketplace and broader stakeholder dynamics, we constructed the strategy framework. Working closely with the new company Chief Communications and Sustainability Officer and specialist leaders, we crafted the new departmental priorities and targets. Finally, we co-developed a compelling narrative for the new owners and company leadership, demonstrating how corporate communications would protect reputation and add business value to the firm.
Despite difficult market conditions and a strong efficiency and productivity drive, the company maintained its commitments in the strategy including building long-term collaborative stakeholder partnerships and maintaining a strong focus on sustainability. It has been recognised for its performance in safety, sustainability and innovation, including being ranked among the top 2% of rated companies by EcoVadis.
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