Over the years, Rio Tinto (www.riotinto.com) has grown significantly, often through mergers and strategic partnerships, which has led to more than 80 separate Web sites being created and run by separate divisions and individual mines around the world. This has caused significant challenges in communicating a consistent brand and sending coherent messages to its many stakeholders including investors, customers, suppliers, employees and the media.
To address these issues, Bryan Smith, Principal Adviser, Digital Media in Rio Tinto's Corporate Communications function, set out a clear strategy to transform Rio Tinto's global Web communications. The strategy focused on building a hub of Web templates - created, populated and managed centrally, but tagged for dissemination through the various Rio Tinto Web domains around the world. As a result Open Text was chosen to help engineer a high quality, worldwide Web presence that required minimal resources and with the flexibility to combine a consistent corporate image with local content generation.
Rio Tinto also appointed brand and digital media consultancy Rufus Leonard to handle the technical build of the Web infrastructure and work with a creative agency, View, on a new Web design. In addition to implementing a consistent and professional presentation for Rio Tinto around the world, a key requirement was for local operations to be able to add their own content within certain page frames while adhering to the global design and presentation standards. ...more details
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