Campaign without borders

Forging a global corpoate identity requires internal cross-functionality and mutual support

 
This is how chief executive officer Christophe de Margerie closed the Total senior management seminar in April 2007: “The energy environment is becoming increasingly complex. We have, of course, weathered other storms before. We have grown through adversity and transformed our company into a solid, widely recognised industry player. Today, however, we are moving forward on a fluctuating, sometimes uncertain, economic and political stage. Our day-to-day actions and behaviour play a decisive role in helping us to make the right choices, forge solid alliances and invest wisely. In short, they enable us to make the best moves for the future. I am convinced that boldness, listening, mutual support and cross-functionality have been, and will always be, the building blocks of our continuing success. We need to make them our cornerstone behaviours.” With these words, de Margerie also marked the beginning of an ongoing adventure – the Total Attitude corporate project.

Yves-Marie Dalibard

Yves-Marie Dalibard has been senior vice president corporate communications at oil and gas company Total since 2005. Prior to that, he was vice president for communication at Paribas, which he had joined in 1998, until the merger of Paribas and BNP in 2000, when he became deputy vice president for communication, advertising and quality at BNP Paribas. Previously, Dalibard held different positions in budget control, marketing, customer relations and communications. He holds a master’s in economics and graduated in Business Administration from Rennes University, France.