ArcelorMittal Launches Its New Global Brand 'TRANSFORMING TOMORROW'
Regulatory News:
ArcelorMittal, the world's leading steel company, today launched
its brand identity and design.
"Today we are announcing what ArcelorMittal stands for, what it
intends to achieve and by what values and guiding principles we are
going to operate" said Lakshmi Mittal, President and CEO of
ArcelorMittal. "We wanted a positioning which not only reflects the
strategy of the business but also reflects the responsibility we have
as the leading player in our sector and one of the world's largest
companies, with major operations in 27 countries and 320,000
employees. We know that our position in the steel industry brings
unique responsibilities. We are committed to setting globally
recognised standards with the needs of future generations in mind."
To reflect the company's values and aspirations, the brand is
based on the theme of TRANSFORMING TOMORROW. Supporting the central
positioning of TRANSFORMING TOMORROW are three main values,
-Sustainability, Quality and Leadership. These are defined as follows:
SUSTAINAIBILITY: Our commitment to the world around us extends
beyond the bottom line, to include the people in which we invest, the
communities we support and the world in which we operate. This
long-term approach is central to our business philosophy.
QUALITY: We look beyond today to envision the steel of tomorrow.
Because quality outcomes depend on quality people, we seek to attract
and nurture the best people to deliver superior solutions to our
customers.
LEADERSHIP: We are visionary thinkers, creating opportunities
every day. This entrepreneurial spirit brought us to the forefront of
the steel industry. Now, we are moving beyond what the world expects
of steel.
The brand has been created to reflect the identity and values of
the new company which was created last year through the merger of the
number one and two companies in the industry, Mittal Steel and
Arcelor. Both companies had played a significant role in transforming
the steel industry towards a more sustainable model. Combined they
have created a more diversified and stronger group - the ideal
platform for continuing this drive of transformation.
"The steel industry is in a stronger position today than it has
been for many years," said Mr Mittal. "This is largely due to
consolidation and globalisation which is helping to create a more
stable operating environment. As the sector leader, we expect
ArcelorMittal to remain at the forefront of this transformation. This
is important for all of our stakeholders."
Transforming Tomorrow also reflects the intrinsic role steel has
in the world. "It is easy to forget the role steel plays in the modern
world," said Mr Mittal. "It is in the houses we live, the cars we
drive, the trains we travel in. We very much see the purpose of
ArcelorMittal as being to continue to develop steel of the highest
quality in order to help transform the quality of the world around
us."
The launch of the new brand is also an important part of the
integration process, in that it creates a common bond for all of our
employees and a clear set of values which we intend to be visible in
the company at all times. "Integration has been going very well," said
Mr Mittal. "But clearly the company of our size needed a defined
positioning and a clear set of values under which we will operate. The
brand has been very positively received by our employees and we will
be working to ensure that it remains the guiding principles for the
future direction we take as a business."
On Monday, June 4, ArcelorMittal will also launch its new
"BOLDNESS CHANGES EVERYTHING" global advertising campaign. The
creation of ArcelorMittal was a bold step, but one which will be an
important part of transforming the future of the steel industry," said
Nicola Davidson, Vice President of Corporate Communications. "We
believe that boldness is an important part of the spirit of
ArcelorMittal and is one of the qualities which differentiates us from
our peers. Bold moves have brought positive change to the world around
us for many centuries. Our advertising campaign is a celebration of
how such moves can really help transform the world."
About ArcelorMittal
ArcelorMittal is the world's number one steel company, with
320,000 employees in more than 60 countries. The company brings
together the world's number one and number two steel companies,
Arcelor and Mittal Steel.
ArcelorMittal is the leader in all major global markets, including
automotive, construction, household appliances and packaging, with
leading R&D and technology, as well as sizeable captive supplies of
raw materials and outstanding distribution networks. An industrial
presence in 27 European, Asian, African and American countries exposes
the company to all the key steel markets, from emerging to mature,
positions it will be looking to develop in the high-growth Chinese and
Indian markets.
ArcelorMittal key pro forma financials for 2006 show combined
revenues of USD 88.6 billions, with a crude steel production of 118
million tonnes, representing around 10 per cent of world steel output.
ArcelorMittal is listed on the stock exchanges of New York (MT),
Amsterdam (MT), Paris (MTP), Brussels (MTBL), Luxembourg (MT) and on
the Spanish stock exchanges of Barcelona, Bilbao, Madrid (MTS) and
Valencia.