Italy/Egypt: Italcementi celebrated its 150th anniversary and 10 years of 'successful operations in Egypt' in March 2014. Director general of Italcementi, Giovanni Ferrario, said that the group's mission focused on 'product innovation, quality and opportunities for the future.' The new branding system, i.Nova, was presented at the event, a system that he said was, "The result of 15 years of research that rejuvenates the group's marketing strategy."
The company says that the i.Nova approach focuses on the client in a strategy that is no longer based on supplying a single product, but on the ability to offer solutions that can meet several different needs at the same time 'fast and efficiently.' ''Our industrial strategy centres around research, innovation and sustainability, values that are necessary for competitiveness,'' said Ferrario.