After its acquisition of ICI, AkzoNobel brought the senior global management team together to share their new brand strategy and identity. The Transform Conference was followed by a gala evening at the architecturally inspiring Passenger Terminal in Amsterdam, where the identity was revealed to spectacular aerial ballet, live-action theatrics, lighting and fireworks. The event was rated ‘good’ or ‘very good’ by 100% of delegates and coverage on the national television news lasted an impressive 2½ minutes.

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