Weber Shandwick

How does a legacy brand prove its relevance in a rapidly changing world? It’s a critical question facing countless trade associations. When Cement Europe (formerly Cembureau) asked it, we partnered with them to find the answer. Our first step? Helping them reframe the story. Cement isn’t just an industrial product, it’s a critical partner woven into the fabric of our lives –from the homes that shelter us to the communities that connect us. Then, we built a new #Strategy around the duality core to the industry: celebrating cement as a reliable foundation of society, while showcasing it as a bold driver for change. By balancing these strengths, we were able to honour cement’s 200-year legacy, while championing the industry’s leadership in the transition to #CarbonNeutrality. From that strategic core, we dove into #CreativeStorytelling. Working with the Cement Europe team, we built a narrative that casts cement as a constant ally in #EuropeanProgress and a powerful force for good in solving our most pressing challenges. Finally, to bring this vision to life, we developed a fresh visual identity that breaks free from old industrial tropes. Its bold, modern aesthetic reflects the sector’s true strength and adaptability, creating a dynamic brand experience that mirrors its pioneering work in #Circularity and #Innovation. Our success is a shared story, and it begins with our incredible clients, Koen Coppenholle, Cliona Cunningham and Bade Kızılaslan- thank you for your deep trust and partnership! I am also incredibly grateful for the skill and commitment of my amazing colleagues at Weber Shandwick who led this work: Strategy – Matthew Carney & Victor Gourdon Storytelling & Messaging – Jules Johnston Design & Creative – Craig Packer Client Experience – Isabelle Pilar Coppens If this is the kind of transformation you envision for your own organisation, let's start a conversation! #Branding #TradeAssociation #CementEurope #Rebrand

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We're at a transformative moment for our profession. We expect more change in the next five years than in the previous five decades, driven in large part by AI. Axios recently published this story about HALO — the definitive AI platform for modern communications, which Weber Shandwick built in partnership with Google. Communications teams are facing a choice: they can be users of AI tools, or they can be builders with them. We chose to build. HALO isn't another chatbot with a logo on it. It's designed to fuse our people's creativity, judgment and strategic instinct with technology's speed, scale, and always-on intelligence to deliver work for clients that no other agency can. Our platform harnesses four elements working together: Google's world-class AI infrastructure, twenty-five years of Weber strategic knowledge codified into the system, highly curated data partners purpose-built for communications work, and most importantly, our expert practitioners who know how to deploy this technology to solve complex client challenges. HALO delivers what modern communicators and executives now demand: speed, precision, and scale, all at once. Risk management work that previously took days happens in hours with deeper analysis. Creative campaigns that required several months from brief to launch can deploy across multiple markets in two to three weeks. Client teams are now augmented by intelligent agents. At Weber Shandwick, we pilot everything with ourselves first. More than ninety percent of our North America team uses HALO daily, creating a diverse range of custom agents solving real client challenges. This isn't theoretical—it's how we're already accelerating the value we deliver for clients today. Story here: https://lnkd.in/gJYxgyi6 Granville Valentine Dustin Johnson Eleanor Hawkins

Join us for our next Insight Out virtual event on Tuesday 21 October, 9:00am EST / 2:00pm BST/ 3:00pm CEST. We’re bringing together a global panel of experts to explore how leaders can navigate today's evolving sustainability landscape. Our discussion will cover: - The capabilities leaders need to meet sustainability expectations while driving organisational performance and shared value - Differing C-suite mindsets and approaches to sustainability - The evolution of sustainability framing and language - and what that means for leaders - Whether greater reporting standards and data transparency are driving progress or adding pressure - The conversations and priorities we expect to dominate the COP30 agenda in Brazil …and much more. Register here: https://bit.ly/47cdSQq

Andrew Edgecliffe-Johnson recently took a look under the hood of my AI system for CEO Signal. Many CEOs are still finding their footing as they explore how to use AI personally. We’ve seen this firsthand at Weber Shandwick. For years, my team has advised clients on AI adoption. But this year, the questions shifted — from how to apply AI in communications and marketing to include how CEOs themselves can use it to accelerate their own productivity. As we’ve expanded our AI capabilities, I’ve drawn on my own experience. Early on, I set out to build a personal AI system at the “office of the CEO” level. If we’re going to invest in and advise on this technology, I need to understand how to deploy it and realize its benefits. For my own system, my team mapped every task in my day and built custom agents that do more than automate. They think, write, analyze and anticipate. They free me to focus on decisions that matter and give my team more time to create, not chase tasks. It’s added hours of capacity each day and raised the overall quality and speed of our work. There is no single perfect solution, and that’s exactly how we’re approaching AI across Weber Shandwick. We’ve gone all-in on building, not just using, AI to transform the way we work for clients. HALO, our system with Google, compresses days of risk analysis into hours. Creative campaigns that once took months now launch in weeks. Our work is faster, more precise, and more scalable than ever before. More on our approach via SEMAFOR: https://lnkd.in/gPnweEvh