The group has placed sea, air, and land transport at the heart of new campaign as it continues to transition from a conventional container shipping company to one providing a complete range of intermodal services.
Sustainability, digitalisation, innovation, and safety are also featured prominently in the Better Ways initiative launched on Monday.
CMA CGM chairman and chief executive Rodolphe Saade wants to ensure the group remains at the forefront of the industry as it responds to a fast-changing global marketplace and corresponding shipper and forwarder requirements.
The timing of the new campaign follows the acquisition of the Swiss logistics group CEVA just over two years ago, and the more recent move into air freight in early 2021. This enables CMA CGM to deliver a complete range of end-to-end services, including warehousing as well as all modes of transport, to give customers more choice than ever before.
The group signature is built around five strategic pillars: further expansion of shipping; efficient and seamless logistics services; innovation and digitalisation; solutions that are more people- and planet-friendly; and support for staff to develop their skills and talents.
'Better Ways is a game changer that embodies a mindset and a commitment for logistics and transport solutions that are more responsible and efficient while being built on strongly humane values from a family-led enterprise,' said Tanya Saade Zeenny, executive officer of the CMA CGM Group. She is also president of the CMA CGM Foundation.
Artificial intelligence, blockchain solutions and other new technologies are all being developed as part of the goal to offer smarter, smoother, and more secure services.
The triptych of images that features in the Better Ways campaign is designed to illustrate the group's shipping and logistics activities against the backdrop of its commitment to both people and the environment.