ArcelorMittal launches ‘Secret Ingredient’ global ad campaign

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Paris—ArcelorMittal, a worldwide steel company, introduced a global ad campaign called “Secret Ingredient.”

The campaign, which includes print and online, was developed by TBWA/Paris, and is an extension of ArcelorMittal’s corporate branding effort, “Boldness Changes Everything,” which debuted last year.

Four print ads, focusing on recycling, automotive, clean energy and appliance design, are running in international publications including The Economist, Financial Times, Newsweek, Time and The Wall Street Journal, as well as local publications in Belgium, Luxembourg, Germany and Spain.

Online ads are running on sites including and The campaign also includes online video on ArcelorMittal’s Web site.

The budget was undisclosed.

—Kate Maddox

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