The annual Worldsteel Convention took place in Russia on Oct. 5-8. Paolo Rocca and Daniel Novegil attended, along with other preeminent world leaders in the industry.

Moscow was the city of choice for the Worldsteel Association to host its 2014 convention, where different panels analyzed the current situation of the world steel industry.

Paolo Rocca and Alexey Mordashov, CEO of Russian conglomerate Severstal, led the panel discussion devoted specifically to sustainability in the industry and the current challenges it faces. Participants in the debate analyzed ways to increase earnings in light of the current context. Conclusions pointed to the importance of making informed decisions when it comes to investment plans. On this issue, participants stressed basing plans on long-term projections and careful assessment of the strongest steel industry trends.

The group also highlighted the need to improve the industry's image and reposition steel as a 21st century material. On Oct. 6th Worldsteel put out its Short Range Outlook (SRO) for 2014-2015. This prospectus predicts a 2% increase in steel consumption to 1,562 Mt in 2014, after falling by 3.8% in 2013. It also estimates that global demand for steel will grow an additional 2% in 2015.

As for differentiation, participants agreed that there is no single recipe for all cases. However, they pointed out that the benefits of solely product-based differentiation may be short-lived and that setting ourselves apart through quality service gets the best results.

In another panel led by Andre Bier Gerdau Johannpeter (CEO Gerdau), industry image and reputation were discussed. This panel highlighted the importance of developing positive messages in equilibrium with the realities that continue to be faced by the steel industry. "It is essential that we are clear about the difference between the image we have of ourselves and what our stakeholders are saying," asserted Gerdau. "There cannot be any guessing; there are indicators and reputable research that are important allies when it comes to planning image/communication campaigns."

Greater focus on young people, the use of social networks and education are some of the priority tasks for closing the information gap with the main industry stakeholders. "There is a place for global messages, but we realize there are differences among regions (developed and developing nations). The best practices start at home and all Worldsteel member companies must focus on better local communication and with their employees. We have access to 8 million people working for the steel industry around the world, all of whom are potential steel ambassadors," stressed Gerdau .

The convention was also the stage for the fifth annual Steelie Awards, dedicated to steel companies that stood out in different categories worldwide. Tenaris was selected as winner for "Excellence in Education and Training," for the activities implemented by TenarisUniversity in this area: http://www.worldsteel.org/about-us/Steelies-awards.html

Paolo Rocca received the prize from John Ferriola of the Nucor company. Other nominees in this category were Baosteel for their leadership program and Tata Steel Europe for its assessment of strengths in personnel skills development.

Ternium was awarded a Recognition of Excellence in the area of Health and Safety, on behalf of its Safety Logistics Prevention Plan, which achieved a 90% reduction in the accident frequency rate through training, standardization of tools for a safe loading, design of platforms for the prevention of falls, mobile equipment and safety warehouse practices.

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