Corporate Communication Transformation:
5 Years of Results with Comunica.in
Corporate communication
transformation: 5 years
of results with Comunica.in
Corporate
Communication
Transformation:
5 years of results
with Comunica.in
Customer Stories
“With Comunica.in, we found the ideal balance: each unit has the autonomy to communicate based on its local context, while we maintain central control and consistency. Performance data gives us full visibility to constantly improve our strategy.”
Solution
In 2019, Bayer adopted Comunica.in as its platform to establish robust governance and optimized management of internal communications. The solution enabled:
• Permission-based structure – Clearly defined roles and access by business unit
• Standardization with flexibility – Corporate guidelines with room for local customization
• Audience segmentation – Targeted messages delivered to the right people
• Centralized analytics – Unified dashboard for communication performance metrics
• Decentralized control – Autonomy granted to communication focal points in each unit
Key Results
- Massive scale – Over 5 million communications sent via the platform
- Widespread adoption – 110+ communication professionals actively using the tool
- Operational efficiency – Elimination of redundant and conflicting messages
- Brand consistency – Standardization of tone and visual elements across all units
- Data-driven decisions – Use of metrics to continuously refine communication strategies
“Bayer succeeded in establishing standards for institutional and corporate communications across the board, while enabling segmentation for individual units. It achieved unit-level autonomy without sacrificing control.” — Cibele Pereira, Communication Specialist at Bayer
Autonomy without losing control:
How Bayer found the right balance
One of the key achievements of this implementation was solving the classic paradox between centralized control and local autonomy:
- For corporate – Full visibility into content, performance, and engagement across all units
- For local units – Freedom to craft specific communications, while adhering to brand and tone guidelines
- For governance – The ability to detect gaps, identify opportunities, and build processes based on reliable data
Solution
In 2019, Bayer adopted Comunica.in as its platform to establish robust governance and optimized management of internal communications. The solution enabled:
• Permission-based structure – Clearly defined roles and access by business unit
• Standardization with flexibility – Corporate guidelines with room for local customization
• Audience segmentation – Targeted messages delivered to the right people
• Centralized analytics – Unified dashboard for communication performance metrics
• Decentralized control – Autonomy granted to communication focal points in each unit
Key Results
- Massive scale – Over 5 million communications sent via the platform
- Widespread adoption – 110+ communication professionals actively using the tool
- Operational efficiency – Elimination of redundant and conflicting messages
- Brand consistency – Standardization of tone and visual elements across all units
- Data-driven decisions – Use of metrics to continuously refine communication strategies
“Bayer succeeded in establishing standards for institutional and corporate communications across the board, while enabling segmentation for individual units. It achieved unit-level autonomy without sacrificing control.” — Cibele Pereira, Communication Specialist at Bayer
Autonomy without losing control:
How Bayer found the right balance
One of the key achievements of this implementation was solving the classic paradox between centralized control and local autonomy:
- For corporate – Full visibility into content, performance, and engagement across all units
- For local units – Freedom to craft specific communications, while adhering to brand and tone guidelines
- For governance – The ability to detect gaps, identify opportunities, and build processes based on reliable data
Solution
In 2019, Bayer adopted Comunica.in as its platform to establish robust governance and optimized management of internal communications. The solution enabled:
• Permission-based structure – Clearly defined roles and access by business unit
• Standardization with flexibility – Corporate guidelines with room for local customization
• Audience segmentation – Targeted messages delivered to the right people
• Centralized analytics – Unified dashboard for communication performance metrics
• Decentralized control – Autonomy granted to communication focal points in each unit
Key Results
- Massive scale – Over 5 million communications sent via the platform
- Widespread adoption – 110+ communication professionals actively using the tool
- Operational efficiency – Elimination of redundant and conflicting messages
- Brand consistency – Standardization of tone and visual elements across all units
- Data-driven decisions – Use of metrics to continuously refine communication strategies
“Bayer succeeded in establishing standards for institutional and corporate communications across the board, while enabling segmentation for individual units. It achieved unit-level autonomy without sacrificing control.” — Cibele Pereira, Communication Specialist at Bayer
Autonomy without losing control:
How Bayer found the right balance
One of the key achievements of this implementation was solving the classic paradox between centralized control and local autonomy:
- For corporate – Full visibility into content, performance, and engagement across all units
- For local units – Freedom to craft specific communications, while adhering to brand and tone guidelines
- For governance – The ability to detect gaps, identify opportunities, and build processes based on reliable data
Keep reading
Context and challenge
Bayer Group, a global leader in life sciences with a focus on healthcare and agriculture, faced significant internal communication challenges with over 12,000 employees across Brazil, working in diverse locations and business units:
• Geographical complexity – Operations spread across multiple regions of the country
• Diverse audiences – Operational, administrative, and executive teams with distinct informational needs
• Decentralized autonomy – The need to allow unit-specific communications without losing corporate oversight
• Message consistency – Ensuring Bayer’s organizational culture and values were conveyed uniformly
• Measuring impact – Difficulty in evaluating the effectiveness of corporate communication efforts
“When each unit interprets a process differently, we face errors, rework, and inconsistencies. We needed a single source of truth accessible to everyone.”
— Cibele Pereira, Communication Specialist at Bayer
Context and challenge
Bayer Group, a global leader in life sciences with a focus on healthcare and agriculture, faced significant internal communication challenges with over 12,000 employees across Brazil, working in diverse locations and business units:
• Geographical complexity – Operations spread across multiple regions of the country
• Diverse audiences – Operational, administrative, and executive teams with distinct informational needs
• Decentralized autonomy – The need to allow unit-specific communications without losing corporate oversight
• Message consistency – Ensuring Bayer’s organizational culture and values were conveyed uniformly
• Measuring impact – Difficulty in evaluating the effectiveness of corporate communication efforts
“When each unit interprets a process differently, we face errors, rework, and inconsistencies. We needed a single source of truth accessible to everyone.” — Cibele Pereira, Communication Specialist at Bayer
Cibele Pereira
Communication Specialist at Bayer
English (US)
Português (BR)
Cibele Pereira
Communication
Specialist at Bayer
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Want to discover how Communication
Superintelligence can transform
your company?
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Communication
Superintelligence can
transform your company?
Talk to us
Use WhatsApp, Teams
and E-mail powered
by Superintelligence
Your company doesn’t need more channels
Transform your existing channels into
an intelligent knowledge infrastructure
— no new platforms to adopt.
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