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 adoption110+ 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 adoption110+ 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 adoption110+ 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
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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CUSTOMER STORIES

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COMPANY

COMMUNITY


RESOURCES

Want to discover how Communication

Superintelligence can transform

your company?

Want to discover how

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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