CREATING A NEW LINE OF BUSINESS
1994
SITUATION: Shell International implements a series of scenario planning workshops in Indonesia to identify future growth opportunities in oil products.
IMPACT: A full segmentation of the consumer and industrial lubricants market is completed, and the blueprint for a business of 120,000 tonnes per annum in finished products created. This includes products for consumer motorists, heavy-duty transport, mining, power generation and general engineering. The first to launch is a range of Shell Advance motorcycle oils, which drive revenue growth by USD 24million. Today, Shell is the largest international supplier of lubricants in Indonesia, serving motorists and industrial customers.
From sponsorship to transformation of a brand
2001
SITUATION: In a move to reposition itself as the leader in innovation and tyre technology, Michelin returns to Formula One Grand Prix racing after a 17 year absence. A hand picked group of international executives collaborate together under the banner Michelin Worldwide Motorsport Marketing, tasked with developing an integrated program of events and communication.
IMPACT: A complete brand communication program and the global “Share the Spirit” advertising campaign launches to an international audience in 15 languages, spanning over 35 countries.
Giving Back and Paying Forward – a cause for celebration
2007
SITUATION: Caltex celebrates 50 years of refining fuel in Australia. To commemorate this corporate milestone, Caltex partners with the Starlight Children’s Foundation to create the “50 Towns in 50 Weeks” outreach program.
IMPACT: A year-long journey, covering almost 40,000 kilometres, which reaches out to seriously ill children in regional and remote areas of Australia. By connecting fuel distributors and retailers with their communities around a cause, the program touches a national audience and helps raise awareness and additional funds for Starlight in excess of $1million.
From fanning the flames of protest to closing the chasm of expectation
2012
SITUATION: Lynas Corporation faces an international reputational crisis relating to the perceived health hazards and environmental impact of its offshore Rare Earths processing plant under construction on the east coast of Malaysia. The ASX listed company becomes the target of a serious campaign of misinformation by activists. This action has potential to severely erode shareholder value, community trust and customer confidence. With its future at stake, Lynas implements a comprehensive outrage mitigation strategy.
IMPACT: A focused communications strategy, which includes the formation of a Community Consultation Committee, public advocacy and online social media forums, infographics, site visits, media tours and a national corporate advertising campaign in three languages. This sets new and significant standards in transparency, dialogue and community engagement. Lynas ultimately wins support, secures its licence to operate and moves forward into production.
“ The strength of the pack is the wolf, and the strength of the wolf is the pack.” – Rudyard Kipling