Wire Rope Corporation of America, Inc. Is Now WireCo WorldGroup

Wire Rope Corporation of America, Inc. (WRCA) has changed its name to WireCo WorldGroup.

CEO Ira Glazer stated, “As our manufacturing flexibility, geographic scope and market reach have expanded over the past few years, we determined that our corporate name needed to better reflect the essence of our business. WireCo WorldGroup represents our heritage while highlighting our corporate strength – global availability.”

Over the past four years, the company has evolved from a U.S. based company into the largest global manufacturer of wire rope, the world leader in electromechanical cable and a major player in highly engineered cable structures. We have expanded our manufacturing and distribution facilities from the U.S. into Mexico, Canada, China and Germany.

Glazer continued, “Now that our company’s products and services are available on a global basis, we felt it appropriate to re-examine the way we present our corporate philosophy and capabilities as well as our diverse line of specialized products and services.”

The company employed CoreBrand, a highly regarded brand consultant, to lead the project. They completed in depth market research around the world to identify the key drivers for the business and then provided a brand strategy and architecture that would serve the company well. The results of this work included a redesign of our corporate name from WRCA to WireCo WorldGroup as well as a realignment of our product brand families to better reflect the specific applications they serve worldwide.

Click here to visit the WireCo WorldGroup program on the Sweets Network.