Naming pitch for metals giant

A £12.4bn ($20.6bn) merged aluminium company is about to appoint a group to create its name and positioning, following an international pitch.

The proposed merger between Alcan, Pechiney and Algroup, is using the interim name of APA. Last week seven design groups pitched for the project: Enterprise IG and Identica in London; Gottschalk & Ash in Canada; the New York offices of Interbrand, Wolff Olins and Lippincott & Margulies; and Raymond Loewy International in London, which created the existing Alcan identity.

The client, which has operations worldwide, is believed to be looking for a consultancy with a network of international offices, in order to carry out the project.

APA has not made a commitment as to who will design an identity once the name and positioning is established in January.

APA has operations in 59 countries and is the world’s biggest aluminium company. “The combined company will create one of the world’s foremost flexible and speciality packaging businesses,” says an Alcan spokesman.

It has leading positions in growth areas such as pharmaceuticals, personal care, food and cosmetics. The merger is expected to be approved by year end.