With Wilmar’s diverse business activities – which include palm cultivation, resource refining and bioproduct manufacturing – understanding Wilmar in its entirety is essential when communicating the brand across its investor relations and marketing touchpoints. Over the years, this has been the fundamental pillar that has governed the effective execution of Coal’s work with Wilmar, which has included sustainability communication, corporate communication and BTL advertising. The undeniable result is a brand that is seen by the market as a whole that is greater than the sum of its parts.