Building a new narrative 

The cement industry faced a deep-seated reputational challenge. Cement was widely seen as a traditional, outdated commodity, limiting its strategic importance among policymakers and value chain stakeholders. The goal was to redefine cement’s role as an essential solution for innovation and a sustainable future. 

 

We reframed cement’s legacy by focusing on its dual identity: a constant ally in our daily lives and a powerful force for future progress. Collaborating closely with the client, Weber Shandwick teams in Brussels and Scotland forged a new value proposition: Cement solutions to strengthen and shape society for generations to come. This inspired a new narrative, visual identity, and the subsequent communications strategy designed to place the story at the heart of the conversation in Brussels and beyond. 

The bold new identity and narrative successfully reflected a new future for Cement Europe, supporting the organisation in securing coverage in the Financial Times and POLITICO, while a paid campaign delivered over 180,000 impressions to policymakers and surpassed engagement benchmarks. A narrative video series achieved an exceptional 7.4% engagement rate, and peer industry groups reached out to learn from the rebranding journey, confirming Cement Europe’s new position as a strategic leader.