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ecover

Launching the world’s largest green cleaning company

A pioneer and world leader in the development of ecological cleaning products for over 30 years, the acquisition of a historic ‘competitor’ - method - was a huge decision for Belgium-based Ecover, requiring multi-language and multi-time zone communication to staff, suppliers, influencers –NGOS, industry bodies and influential ecological experts, retailers and media.

Working closely with senior management of both Ecover and method, our senior practitioners developed a clear timetable and process for this complex communication challenge, providing essential story and messaging development  (including style and tone guidelines) designed to inspire and engage, to allay fears (of staff) and to establish a clear vision for the future post-acquisition. 

Needing to respond to different interests, levels of knowledge and perceptions across Europe and the US, a communications matrix was created to clarify key audiences, interests and messages, with supporting Q&A’s by audience group.  Impact assessment reviews were undertaken for each country in terms of staffing and roles given the ambition for cost savings as a result of the acquisition. 

Tailored staff briefing presentations and support information packs by country were prepared, along with senior management pre-announcement briefings and Q&A sessions to ensure consistency of communication to all staff involved.  Immediately following these briefings tailored news was simultaneously delivered across all time zones.  Further tailored content parties was provided through online content and video interview with CEOs of both organisations.

The Result?

Careful crafting and management of the acquisition news, taking into account individual audience interests and concerns ensured that all audiences were updated appropriately with feedback from management and staff being extremely positive.  Seamless delivery of the announcement across multiple time zones to multiple audiences delivered high impact positive media coverage, with the announcement hailed as the launch of the world’s largest green-cleaning company rather than a simple acquisition.

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