The campaign is to be launched in nationwide German daily newspapers and magazines in the first quarter of the year, and will primarily address decision-makers in business and financial circles.
The goal of the campaign is to provide the newly-formed specialty chemicals group with a distinct identity in the eyes of the opinion-forming public.
Following the successful restructuring and reorganization of the new Degussa, which emerged last year as the result of a merger, the corporate image campaign is an integral part of a communication drive designed to not only enhance the profile of the Dusseldorf-based group but also demonstrate the new business fields of the traditional brand and the international alignment of its operations.
Degussa is a newly-formed, multinational corporation and the leader in specialty chemistry. Its activities are led by the vision that everybody benefits from a Degussa product - every day and everywhere. With a workforce of some 63,000 employees, the company generated sales of EUR16.9 billion and earnings before interest, tax and amortization (EBITA) of EUR1.2 billion in fiscal 2000. Degussa's strength lies in highly-effective system solutions tailored to the requirements of customers in over 100 countries throughout the world.