The need to make a success of the merger, and to create a real common culture at international level; but also to provide concrete evidence of this culture to clients
Analysis of the image of the 2 groups with the main clients and prospects, pyramid of expectations, internal workshops and definition of a shared brand platform; definition of a rallying cry and concrete commitments for the general management
Launch of a new name. Operational implementation of the commitments in collaboration with different levels in the company.
