Formerly Makhteshim Agan, this year Adama launched its new company name and a uniform, global brand across all its international subsidiaries.
The new company name, meaning ‘earth’ in Hebrew, signifies the company’s commitment to agriculture, farmers and the land. The global rebranding reflects Adama's strategy to develop and implement a new brand that is compelling, differentiating and unifying to customers, as well as employees and shareholders.
Before the re-brand, Adama operated 40 separate brand names and hundreds of product brands, in over 45 markets. The company had 28 international websites, using different CMS systems. Brand messaging was disjointed, and there was varying digital maturity levels across their global subsidiaries.
Before: +45 markets, 40 brand names, hundreds of products
Building Blocks was instrumental in the global rollout of its digital platforms. The eighteen-month rebranding project included 49 websites to be launched, and we were given a three month window for the initial website build and rollout.
In the eight months since April, we have rolled out 41 websites in 39 markets, and delivered training to 33 markets from seven hubs around the world.
Our solution included:
- A mobile-first, touch-optimised website
- Centralised, global content management system delivered on a complex translation platform
- New governance, processes and digital operating model
- Cloud hosting and served by geo-redundant datacentres
- 100% up-time since go-live in April
- No deadlines missed.
After: Consistent branding; centralised CMS for all 49 new websites
On winning the award, Jean-Marc Dardier, VP Marketing of Adama, said, “We are thrilled to be recognized by the industry and peers for this most significant milestone in the evolution of our Company. We believe that our brand strategy will reinforce our differentiated portfolio of crop protection products and services, strengthening our growth platform, and fulfil our promise to farmers across the world to create simplicity in agriculture.”
Building Blocks extends its congratulations to all at Adama - we look forward to continuing working closely with you.
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Caroline Schmitt, Digital Lead Global Marketing, recently presented with Building Blocks' co-founder Jonathan Whiteside at the Figaro Digital Health Check Summit, where they shared key lessons learnt from undertaking this global re-branding project.
Building Blocks recently published a whitepaper, 'Tackling 8 Digital Challenges of the Agrochemical, Industrial and Specilaity Chemical Sectors'. Download your free copy here.