Staff were involved with the rebranding
process from the get-go. Inclusion was key,
Nigel shares, as was being respectful of the
history and excited about the future of
the business. “We started out the way we
wanted to finish. We asked our people
what they thought we should call the
business. We gave them five days to come
up with ideas. We had 1,560 suggestions
from five different countries. Six people
from the business all suggested Orora.”
The company then went on to ask
the unofficial leaders in the business to
nominate 300 opinion leaders to invent
a new brand identity and culture. The
communication process resulted in a new
operating model – ‘The Orora Way’ – and
the brand has come from that. “It’s what
we believe, what we value, and what we
deliver,” Nigel notes.
Rather than send out emails, booklets,
pamphlets or brochures the traditional way,
Orora rolled out a live event in its variouslocations worldwide which went about
explaining the upcoming transformation.
“People were expecting change and
expecting things to be different, and it
was important that we delivered that.”
With the company operating in seven
countries, the live show visited about a
dozen of its sites around Australasia and
North America, reaching more than 65
per cent of its people. It was important
that choices regarding the demerger
reached as many employees as possible,
Nigel shares. “We did our best to get to as
many sites as we could with face-to-face
communication, and when we weren’t able
to present ‘Orora Live’, we did a scaled-
down version of it at every site. The vast
majority of people heard the message
direct, everybody got given the material
and had the opportunity to ask questions
about how we were going be different.”
Feeling that it had an opportunity to
create something significant, Nigel knewHalf page advert
SumitomoSumitomo Australia
Leading Global Integrated Trading & Investment business.
Specialised in the trade of Aluminium products, Sumitomo Australia
provides integrated supply chain management services and engages
in investment and business development.
Through our 400 years of rich history we’ve had time to experience
working with premium Japanese products and building
enduring partnerships.
To Nigel and his team at Orora, we thank you for your partnership
and wish you continued success.
Contact – Melbourne offi ce
+61 3 9653 1000http://www.sumitomocorp.com.au