Indiantelevision.com Team

(18 April 2007 6:30 pm)

MUMBAI: Following the one of the biggest merger acquisitions in 2006, Arcelor Mittal has awarded its creative advertising and corporate communication business to TBWA\, who will shoulder the responsibility for above and below the line corporate strategy, creative development and worldwide execution.

According to an official announcement, the brand launch of Arcelor Mittal is slated for June 2007, TBWA\Corporate was appointed after a competitive review of advertising agencies.

"Arcelor Mittal is part of a new breed of global companies that puts its corporate reputation at the heart of its business strategy. We are creating a new culture of leadership based on a set of values that unite our 320,000 employees and have meaning to our clients everywhere." said Arcelor Mittal VP corporate communications Nicola Davidson.

"TBWA\Corporate understands the opportunity we have to establish a new kind of relationship with our stakeholders in a way that leverages the company's vision of sustainability while pushing it to stand for more. Their proven track record in shifting perceptions, along with their creative expertise, will play an essential role in achieving this goal."

"Arcelor Mittal is already among the largest 50 companies in the world but it's also a young and up and coming brand with an incredible success story to tell," said TBWA\International president Keith Smith. "In a business-to-business field that often considers communication as a by-product, Arcelor Mittal is intent on developing a brand that will bring value to their company and to the industry as a whole."

"We are thrilled to be working with a company that believes in telling its stakeholders what it stands for. In today's rapidly changing steel industry, Arcelor Mittal understands that its company spirit, its character, will be key to continue setting them apart," said TBWA\Corporate creative director Jean-Charles Davin.

Arcelor Mittal manufactures more than 10 per cent of global steel output and employes over 320,000 employees in more than 60 countries and this marks the company's first foray into advertising since the merger.

TBWA\Corporate, (www.tbwa-corporate.com) a corporate communication agency in France has a roster of clients that include BNP Paribas, Carrefour, Bull, Gemalto, Dexia, MSN, GSK, Unilever, Club Med, International Paper, Neuf-Cegetel, Lyonnaise des Eaux - Groupe Suez.