“In our challenge to reinforce the marketing and customer orientation of the international packaging unit of our company, the RIC methodology was used to develop and guide our marketing communication strategy, both internally and externally.

It allowed us to judge the effectiveness of various communication concepts before launching our company’s new corporate identity. The methodology was also used to support our internal communication, at board meetings, executive seminars and road shows - as a scientific foundation fostering internal commitment for our new marketing & communication strategy.

And when I was in charge of co-ordinating our marketing communication strategy with that of the company ACERALIA, in preparation of the merger of both companies into the new entity ARCELOR, the RIC methodology proved to be an excellent lever to demonstrate the effectiveness of our communication approach and to convince our new partner company to join in.”

Catherine Jung,
Marketing Manager,
Arcelor Packaging International