Covestro: Tailoring the Same Story to Different Audiences

The Challenge

From transportation and healthcare to electronics and sporting goods—and much, much more—Covestro makes the materials that make the world a brighter place. But with hundreds of formulations used in diverse end markets, Covestro understands that speaking to key audiences with a consistent, unified voice is easier said than done. For more than 20 years, Havas has helped Covestro tell its story to product designers, engineers and other influencers—in a way that sets the company apart.


The Solution

To develop content that ladders up to the company’s overall brand pillars, yet can be tailored to the unique needs of each target audience, Havas has totally immersed itself in Covestro’s businesses. We draft content used in a wide variety of company communications, including newsletters; news releases; website copy; and op-eds and byline articles for daily papers, as well as in industry and trade magazines.

The Results

We produce roughly 50 news releases and media backgrounders annually, conveying important information about technological breakthroughs, corporate initiatives and other company news.
Our global e-newsletters share news about Covestro’s contributions to targeted to key growth markets, new material solutions, research
Our bylines position Covestro as a thought leader in sustainability and STEM and a technology leader in materials science.
We help Covestro personnel deliver remarks that are meaningful and resonate with the intended audience, whether speaking to scientists, industry executives or local dignitaries.