CMA CGM: Transparency is important

The Maersk Line competitor and the third-largest carrier in the world, CMA CGM, is criticised of having a reserved communication strategy. However, the carrier tells ShippingWatch that transparency is a key value.

As a part of the new Maersk Group strategy implemented when Nils Smedegaard was hired as new CEO in 2007, the conglomerate opened up its communication. Other carriers are recommended to follow the Maersk example but not everyone does. Several analysts have pointed to CMA CGM as an example of a historically reserved carrier. However, the carrier itself does not recognise that picture.

“The Group has always had a very open and transparent policy regarding the outside world and more particular the media. CMA CGM regularly communicates on its activities to the media. Moreover, we invite journalists to come and visit our head office in Marseille and to present our company to them. It is an opportunity to have open debates and discussions with experts,” Tanya Saadé-Zeenny, Senior Vice President Corporate Communicationsin CMA CGM, tells ShippingWatch.
Actually, transparency is one of the most important parameters of the carrier.

“Transparency is a core value to CMA CGM. The group is proactive about communicating all significant business endeavors and initiatives to the press. CMA CGM’s press releases are available to the public online, and all news regarding the Group is widely relayed on social networks and on various blogs by the media team,” says Tanya Saadé-Zeenny.

Among other efforts, CMA CGM is very active on Twitter and on this platform, the group announced the news of its financial restructuration and what might be a future listing in several tweets. Other than the online network, the communication strategy covers a major global information network.

« CMA CGM is not yet a listed company and is not held to a financial communication. However, the Group has a very proactive internal communication throughout its international network. Every day the Head Office communication department relays all key information to a network of 650 agencies in 150 countries worldwide,” Tanya Saadé-Zeenny says.

Furthermore, the CMA CGM external communication efforts include e.g. an entire webpage dedicated to the giant ship Marco Polo which is the largest container ship in the world at the moment.

In an ultimo January analysis, the analyst company SeaIntel highlighted the importance of the image the carriers portray on their websites and thereby their external communication. If they are dominated by flaws which was the case with a lot of the major container carriers, it is difficult to see the seriousness of the company, SeaIntel pointed out.

In the case of CMA CGM, the website’s schedules were flawed but other than that, SeaIntel had no remarks to the French carrier’s communication efforts.

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