After filing for Chapter 11 bankruptcy protection in 2005, Tower Automotive needed to instill and sustain confidence and loyalty with customers, employees, prospects, suppliers, thought leaders and the media. During the company's reorganization, it needed to position itself for long-term success and turn the Chapter 11 process into a positive, galvanizing event.

Quell developed and executed a comprehensive multimedia Emergence Communications Program to keep each constituent group informed about restructuring progress and the emergence timeline. Elements of a comprehensive communications plan included: global webcasts and a new mission/vision DVD, a full range of printed support in numerous languages, event management, and a website reflecting the renewed brand.