Bringing New Energy to a Global Brand 8.27.08 Monigle Associates, a leading national corporate identity and branding firm, announces that the redefined and repositioned brand it created for Ensco International has been successfully launched to over 4,200 employees across the world. Headquartered in Dallas, Texas, Ensco owns and operates a modern fleet of 53 offshore drilling rigs servicing the petroleum industry globally. Ensco faced a number of challenges, including the need to increase employee recruiting and retention, communicate its enhanced deep-water drilling expertise and capabilities, and convey its innovative safety initiatives. Ensco management embarked on a branding project to revise its brand strategy so that the brand was fully leveraged and to help the company address its business challenges.
A company of over 4,200 employees, representing over 45 countries and speaking more than eight different languages, presents many challenges to communicate as one company with one voice and one, strong brand. “A key objective of the assignment required minimizing regionalism and building a truly global, one-company culture,” said Monigle Associates Principal Tom Webb. “Introducing a new, consistent message with an exciting brand launch that would motivate employees to become enthusiastic ‘brand champions’ presented a unique challenge with employees isolated on rigs throughout the world’s oceans and in various offices in virtually every time zone.” Monigle Associates crafted a brand “launch-in-a-box” especially designed for a rolling launch that began in New Zealand and continued through consecutive time zones around the world in one 24-hour period. Preceding the launch, a month-long teaser campaign called “EnscoNext” piqued employees’ interest and highlighted the upcoming launch date through screen savers, Intranet messages, and banners. A launch video was prepared to introduce the refreshed brand, vision, and core values and was shown on each rig throughout the worldwide launch.
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Monigle Associates developed a redefined brand to focus attention on Ensco’s expanded capabilities and expertise in deep water, comprehensive offshore drilling and its global presence, and to showcase the company as one of the industry’s best places to work. Monigle Associates also created a new visual identity that depicts the globe and a strong, forward directional, visual element to communicate Ensco’s progress.