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We launched our pull-no-punches external magazine in 2008. Our vision was to establish a quality global publication which truly reflected AkzoNobels new identity and brand positioning. The feedback has been amazing. Because A Magazine is different, it pushes boundaries, avoids convention, it connects with readers, they take notice. A Magazine is edgy and exciting. Its all about thought leadership and encouraging debate. We also let the design lead. By adopting this engaging and inventive approach, were opening ourselves up to the outside world. Helping all stakeholders and the wider public better understand who we are and what we do.