Cemex Case Study
The Challenge
CEMEX has been a national name in Mexico for over 110 years and is a global leader in the building materials industry. With a passion and dedication to continuous innovation, and always striving to keep its place as the global industry leader, over the years the company has had a strategic growth plan through mergers and acquisitions to facilitate this success and growth. However, the rate of strategic brand presence and expansion resulting from this activity did not always keep pace. We were hired to develop a strategic brand and communication purpose and structure for CEMEX that would unite its presence and messaging around the world, ignite public, customer and media attention, and connect stakeholders.
Working with the CEO, executive management and global corporate leaders, we developed a strategy the led to a corporate-wide rebrand, and a powerful external messaging that positioned CEMEX as an industry leader through its innovative and first-in-industry use of technology in it’s locations and satellite tracking of its products from plant to customer.
We also developed a set of supporting messages integrated in the company’s acquisition strategy which included their original NYSE IPO listing and their US Southdown acquisition, and subsequent handling of stakeholder meetings and financial briefing.