Growing Faster Than a Fast Growing Market
LR Energy - DrillingMarketsUpstream Offshore and Onshore ProductsRig inspections, maintenance management audits, safety performance management, maintenance studies and training |
Situation
Lloyd’s Register Energy expanded its drilling services by acquiring two of the industry’s largest and most respected technical firms: ModuSpec and WEST Engineering. Together, these organizations formed Lloyd’s Register Energy – Drilling, a global provider of rig inspection, well control, BOP analysis, systems assurance services and crew training.
The integration came at a pivotal moment in the industry. The Deepwater Horizon disaster had triggered a massive shift from prescriptive regulations to performance-based safety case regimes. Drilling contractors, service companies and operators needed new tools, guidance, training and assurance support to adapt to rapidly evolving compliance and operational expectations.
Today, Lloyd's Register Energy - Drilling is a part of the MR Group
Catalyst for Change
Key challenges included:
- Integrating ModuSpec and WEST Engineering into a unified global brand with consistent systems, messaging and services
- Launching and scaling global training centers quickly to meet industry competency demands
- Capitalizing on the rapid growth of onshore drilling resulting from advancements in directional drilling
- Positioning Lloyd’s Register Energy and the Drilling group as thought leaders during an evolving regulatory climate
- Launching a novel digital product (BOP Risk Model) in a market resistant to new technology
- Expanding commercial reach in Brazil and entering the onshore drilling segment in North America
- Responding to the 2015 market downturn by pivoting services toward warm and cold stacking support
Action
To position Lloyd’s Register Energy – Drilling for leadership and relevance, we pursued a multi-channel, highly strategic marketing and business development plan:
- Developed a comprehensive global brand and messaging platform for integrated drilling services
- Launched the BOP Risk Model, a pioneering digital decision-support tool that helped reduce NPT and improve stack integrity decisions
- Promoted the Drilling Academy to deliver hands-on training in rig inspection, systems and compliance, scaling centers globally
- Rapidly developed and launched a dedicated section of the LR Energy website covering the regulatory shift post-Macondo—including guidance on SEMS, Safety Case and country-specific updates
- Ensured that all visitors to this site section were also exposed to related products and services through intelligent content design
- Delivered integrated marketing campaigns utilizing SEO, media, video, events and executive briefings (including in Brazil)
- Launched customized programs for onshore drilling, targeting particular plays and contractors
- Responded to market contraction with campaigns focused on rig stacking, cost optimization and asset preservation
- Produced our own topical conferences and events in different parts of the world
Value Delivered
The initiative positioned Lloyd’s Register Energy – Drilling as a global leader in compliance, performance and safety assurance
- Seamlessly integrated ModuSpec and WEST into a single brand product line
- Promoted training programs that enhanced industry readiness and contributed to thousands of professional certifications
- Gained international recognition for the BOP Risk Model through conference presentations and produced events
- Created a globally referenced regulatory resource hub on the LR Energy website, attracting key decision-makers
- Retained market relevance during a downturn by proactively offering value-added stacking and asset lifecycle services
How Nrg-Mktg Made the Difference
Integrating formerly competing firms, launching an impactful digital presence, producing our own industry events and staying ahead of regulatory change online, Nrg-Mktg drove the development of LR Energy – Drilling as a trusted global partner in a turbulent period. This case demonstrates the power of fast, coordinated marketing and business strategy to facilitate growth, relevance and industry leadership.