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| Paint&pintura |Abril 2014
againgeneratedagreatdealofattention.The
conferencewill take place fromApril 7 to 9,
attheGeorgiaWorldCongressCenter, incon-
junctionwith theAmericanCoatingsShow. It
will feature96presentations in 16sessionsas
wellasapostersessionandaplenarysession,
where the American Coatings Awardwill be
presented.
Exhibitors
Exhibitors at ACS 2014 include Agnelo Edi-
tora,whowill beonceagain takingpart inan
internationalevent toshowcaseatbooth352
our leading publications Paint & Pintura and
Construchemical. In addition, the publishing
company will introduce a summary of our
latest study of the coatings market entitled
“IndustryOverview–DecorativePaints”,tobe
presentedbyFranciscoRacz,an independent
consultantoncoatingsandrelatedbusinessareas,especially inLatinAmerica.
It isagroundbreakingstudyofthepaintmarket inBrazil,Chile,Argentinaand
Uruguay,with statisticdata compiledby industryexperts hiredbyAgnelo
Editora for thissolepurpose.
Structuring -MCassabLaunchesBrandingProject
After85yearsofhistory,GrupoMCassab, adomestic, family-runcompany,
announces its redesigned logo. The new brand’s three interlinked rings
reaffirm theDNA and attitude of the organization, visually conveying the
diversitythat lies in itsveryoriginsandstrengthening itsthreemajorbusiness
segments, namely, chemical distribution, consumergoods, and real estate
developmentandholdings,whichencompass 14businessunits.
The new logo also reflects the company’s commitment to its employees,
customersandsuppliers. In this regard, itseeks to represent themissionof
buildingupbusiness for today and forever,withhappypeople and skilled
professionals, thevisionofattaining 100yearsofexistencewithexcellence
andsolidity,andthevaluesofentrepreneurship,credibilityandcompetence.
For theCutait family,which controls thegroup, the change is takingplace
withgoodtiming,asthishasbeenanexcellentperiodofgrowthand invest-
ment inprofessionalizationandcorporategovernance.
“Inearly2013,wethought itwasabouttimewechangedthegroup’s image,
making itmoremodernandmore representativeofMCassab.Onyear into
theproject, theresultcouldn’tbeanybetter.Wearereallyexcitedwiththe
new logo,andwearesurewe’llbearound formorethan 100years,making
more thingshappeneachday,”saysMCassab’scorporatemarketingdirec-
torAngelaCutaitVasto.
WiththedesignandserviceprovidedbybrandingconsultantHugoKovadloff
and the agency Babel, the creationprocess playedout in two stages, the
first ofwhich, aimed at findingoutwhat thegroupmanagement thought
andwhat theywantedMCassab’s brand image to be among its different
strategicpublics,wascarriedoutasadiagnosticanalysisofthecompanyto
understand itshistory, listen to itscustomersandvisiting itsvarioussites.
Fromallofthefindings,thecompany’sposition,newbrandarchitectureand
newmissionandvisionwerestated.
Mission: to build business for today and forever, with happy people and
skilledprofessionals.
Vision: toattain 100yearswithexcellenceandsolidity inallmarketsserved.
Values: entrepreneurship, credibilityandcompetence.
Industry intheSpotlight - 150YearsofHistory
Nowcelebrating 150yearsofexistence,Bayer,withglobal headquarters in
Leverkusen,Germany,wasoneof thefirstcompanies tosetupbusiness in
Brazilback in1896.Asaglobalcompany, it isrepresentedby280 legalentities
aroundtheworld,eachbeingapartofBayerHealthcare,BayerCropScience
