Proposed challenges
Highly focused on B2B international communication, Ibema Papelcartão and the global technology giant NTT Data Business Solutions each sought international brand visibility and positioning in their market.
Ibema aimed to strengthen their presence in Latin American markets such as Argentina, Colombia, and Chile. NTT was acquired by a German subsidiary that was part of a Japanese group, and they needed to communicate the transaction worldwide. These goals required cultural knowledge of the countries to be worked on and, in the case of NTT, of the M&A standards imposed by CADE and equivalent international bodies.
Our touch of inventiveness
For Ibema, we developed, in a partnership with our correspondent in Argentina, a communication plan with dissemination strategies in each country. We considered the particularities of each market and the linguistic differences of each region. We held a briefing conversation with the local representative and disseminated materials in Spanish to media outlets and packaging market associations. Furthermore, we also promoted and monitored visits and in-person contacts with journalists and professional entities.
As for NTT Data, we coordinated, together with the German subsidiary, the international communication of the acquisition with a release in English, which was approved by all C-levels of the group in Japan, the United States, and Germany. We managed the dissemination of the material closely, as this needed to happen simultaneously, in all the world’s markets. We followed interviews with the Brazilian and German CEO in the largest media outlets in Brazil.
The intelligent transformation
Throughout the advertising period, the carton paper company recorded more prospecting meetings in these regions and strengthened brand recognition in the Latin American market, contributing to the internationalization of the brand.
The technology giant had its brand strengthened worldwide, which contributed to the prominence of the marketing and communications area within the global group.
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