After the merger with the Alcan business, Rio Tinto engaged H&K to launch a new global brand internally to 60,000 employees across Europe, Asia, North America, South America and Africa. A phased approach allowed us to take into account cultural differences across a diverse set of regions. We delivered 'Brand Champion Workshops' to create internal ambassadors to spread the word about the new brand. We are now busy creating the collateral to support the brand, from online workshops, to storytelling frameworks, to tone of voice manuals to support the Brand Champions.
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