Novelis:
Advancing Aluminum Recycling Globally
Opportunity
- Cookerly developed a creative opportunity for Novelis, the world’s largest recycler of aluminum, to activate “Recycle for Good” at the Kentucky Derby. This campaign to recycle cans from beverages consumed at the Derby helped support Habitat for Humanity homes.
- Additional programs support “Novelis 3×30’s” ambitious goals to further advance circularity/recycling and decarbonization by the end of 2030.
Strategy | Execution
- Boosted awareness of Novelis by educating consumers at the event and online with information about 100% recyclable aluminum.
- Leveraged the high-end event to host government officials and customers in manufacturer’s important state of Kentucky and beyond.
- Simultaneously positioned the Novelis CFO as an expert thought leader on industry and finance-related topics for tier-one media.
- Promoted wide-ranging Novelis initiatives via ongoing media relations.
Results | Impact
0
Aluminum cans collected and recycled at Churchill Downs
Engagement:
Incorporated employees as ambassadors to increase grassroots involvement
Notable coverage:
Secured dozens of top national and local placements on broader Novelis initiatives: Associated Press, The Wall Street Journal, Fortune, S&P Global, FastMarkets
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
With more than two decades of experience in public relations and journalism, Mike is a strategic communications leader who focuses on media relations and reputation management.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.
