From Communication Silos to an Integrated, Topic-Centered Approach
How Covestro Is Reorganizing Content Planning and Operations with Scompler
In global industrial companies, hundreds of pieces of content are created every day in parallel—across different teams, regions, and communication channels. Yet this is often precisely where the challenge lies: content is produced, but it is rarely strategically linked.Covestro has actively addressed this shift and, together with Scompler, established a new form of content collaboration. The goal: to manage communication in a more globally consistent, transparent, and strategic manner.
The Starting Point: Many Teams and Tools, Very Little Coordinated Management
As a global materials manufacturer with approximately 17,500 employees and a presence in numerous international markets, Covestro’s communications reach a wide range of topics and target audiences.
Marketing, communications, and other departments used different processes, tools, and planning approaches. Content was developed in parallel by different teams—often without a common thematic structure or centralized transparency.
The challenge, therefore, lay less in content production itself and more in the strategic coordination of all communication activities.
From a Tool Project to a Transformation Program
With the “CoCo” project—short for Content Collaboration—Covestro launched a comprehensive transformation of its communications efforts.
The goal was to integrate marketing and communications more closely, eliminate existing silos, and establish a common approach to work.
It quickly became clear that this was not just about introducing a new system, but about a profound organizational transformation.
"You can't expect a tool alone to automatically organize internal structures. It requires a clear strategy and coordinated processes."
Scompler as a Central Platform for Strategic Communications Management
For the implementation, Covestro chose Scompler as its central platform for strategic communications management and content operations.
The key advantage lies in the topic-centered approach. Communication is no longer organized primarily by channel, but rather around strategic topics.
This creates, for the first time, a shared perspective on content, initiatives, and priorities—across teams and regions.
With Scompler, you can:
- topics strategically planned and prioritized
- Contentorganized around shared narratives
- Campaigns Managed Across All Channels
- Responsibilities and processes clearly mapped out
- Analysis andcontent planning combined into a single structure
Content Collaboration Instead of Parallel, Isolated Measures
With the introduction of Scompler, Covestro was able to integrate the collaboration between marketing, communications, and other departments much more closely.
Instead of isolated measures, today we see coordinated storylines and campaigns that are consistently rolled out across various channels.
In this way, communication evolves from a multitude of individual activities into an integrated control system.
- which topics are already being processed
- where synergies exist
- which content contributes to strategic goals
- and which measures should be prioritized
Measurable Results of the New Approach
The results show just how significantly integrated content collaboration can impact communication efforts.At the same time, existing tools were consolidated and processes were significantly streamlined. Communication is now more transparent, efficient, and clearly aligned with strategic topics .
Within just six months of the go-live:
2.500+
Content created with Scompler
400+
Campaigns Implemented
200+
Users integrated
Change Management as the Key to Success
A key factor in the project’s success was its consistent approach to change management. In collaboration with PANTHARHEI Corporate Advisors, roles, processes, and new ways of working were systematically implemented.
“A change in platform always involves a change in the way we work,” explains Markus Kirchschlager, Managing Partner Group at PANTHARHEI Corporate Advisors.
Through so-called “CoCo Connectors,” employees were involved at an early stage and established as advocates within the organization. Training sessions, rollout plans, and ongoing communication further supported the implementation.
"Our customers aren't interested in our internal structures or processes. They expect clear, relevant content that gets right to the point."
Royce Zhang, Corporate Spokesperson, Covestro
Conclusion: How Scompler Enables the Transformation of Global Communication Structures
The project at Covestro clearly demonstrates that successful content collaboration goes far beyond simply implementing a tool. The key lies in the interplay between strategy, processes, change management, and a platform that operationally supports this approach.
With Scompler, Covestro has laid the groundwork for organizing global communications in a more integrated, scalable, and topic-centered way.
