Challenge

Arcor is a 70-year-old Argentine company, with three business divisions: Food for mass consumption (Candy, Chocolates, Ice Cream, Cookies and Food), Agribusiness and Containers. The company develops leading brands that reach people in more than 100 countries. It has plants and commercial offices in America, Africa, Europe and Asia. Arcor needed to create a communication model that could connect more than 21,000 people who develop in different bases and countries. In turn, the geographic spread and diversity made it necessary for each one to have its own management in its communications.

Development

The challenge was huge, it was necessary to create a new model that implied a decentralization where the local internal communication of each base, plant or office was combined with the corporate internal communication.

For Redcom, a new way of communicating was developed through a content management system for local and corporate information, focused on affirming the sense of community and identity among employees.

Different communication channels were generated from Redcom, one of the main ones is the mobile route, where Redcom App was launched, which already one year after its launch, the application that is downloaded voluntarily, already had more than 8,900 active users. Redcom App reaches everyone by connecting them and providing services such as informative, social and interactive content.

Results

Redcom, represents the internal communication in Arcor that became a strategic and transformative tool, based on the business objectives. Achieving a great impact for the company due to a successful management in internal communication, was able to connect the more than 21,000 employees around the world. Redcom is a new way of managing internal communication at Arcor, which won Eikon Award in January 2021.