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Internal communication – informing and motivating employees

The situation 
After acquiring Herberts, the paint division of the Hoechst AG, DuPont needed to integrate thousands of employees worldwide into its new business division, DuPont Performance Coatings. Herbert’s employees were very proud of their heritage and knew very little about DuPont. They needed to learn about DuPont’s wide range of products and services and be gradually integrated into the culture.

The solution 
Together with the internal corporate affairs team, Davies Associates developed a new internal employee magazine. This magazine, printed in all major European languages, carried information about all the paint divisions. DA asked for contributions from employees at every level in the organisation to ensure that the new DuPont employees got a true insight into the culture. DA planned the content and edited all articles to ensure the style was easy to read, accessible and entertaining, while giving coverage to all business segments and hitting all the communication targets.

The results 
The magazine fulfilled its aim of engaging and integrating the new employees, while at the same time keeping them informed of what was happening within the company immediately post-acquisition and making them feel part of the same team. It was judged to be so successful that it was eventually extended to encompass employees of all DuPont business units in Europe, the Middle East and Africa.