Brand Extension into New Markets
Lloyd's Register EnergyMarketsUpstream, Midstream, Downstream, Power ProductsAsset Performance Management, Certification, Classification, Engineering Consulting, HSE/Process Safety, Inspection, Lab Services, Asset Integrity Management, Risk and Reliability Software |
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Situation
Lloyd’s Register, a 270-year-old global classification society and one of the 'Big Three' maritime class organizations, began expanding into the offshore oil and gas sector around 2010 through a series of strategic acquisitions. These included ModuSpec (rig inspection), Scandpower (risk analysis), Martec (subsea engineering), Human Engineering (ergonomics and safety culture) and Capstone (mechanical integrity software). Nrg-Mktg was hired to establish and lead marketing operations for the newly formed Lloyd’s Register division in the Americas, unifying the company’s presence across North and South America within the energy sector.
Today, Lloyd's Register Energy is a part of Vysus Group
Catalyst for Change
The initial challenges were substantial. While Lloyd’s Register had global brand recognition and an impeccable reputation in shipping and marine industries, awareness in the Americas energy sector was extremely limited—and often confused with Lloyd’s of London or assumed to be a financial institution. Acquired business units operated independently and had little brand recognition of their own. They operated in silos with minimal marketing and no coordination. Recognition of Lloyd’s Register as an energy asset performance leader was at zero, clear definitions of market segments didn't exist and means to promote the new venture had to be developed.
Internally, there were no previous regional marketing operations to speak of. Each business unit struggled to gain visibility and engagement in its respective market segments. Compounding this was the complexity of operating within a 280-office, 8,500-employee global enterprise undergoing three major organizational restructures within six years.
Externally, the energy sector experienced one of its most transformative events; the Deepwater Horizon tragedy. This catalyzed a regulatory shift from prescriptive inspections to a safety-based approach—creating both uncertainty and opportunity not only for lessees in the Gulf but for the entire value chain.
Action
Nrg-Mktg was tasked with building regional marketing operations from the ground up. We worked across legacy business units and global leadership headquartered in London to:
- Discover, organize, define and structure all of the products, market segments, audiences and decision circles across the acquired companies
- Develop the first unified brand identity for Lloyd’s Register Energy in the region, connecting legacy businesses under a single value proposition: asset performance and assurance
- Establish an integrated marketing function that supported all acquired energy businesses in the Americas
- Launch a public relations and media outreach initiative to position Lloyd’s Register Energy staff as subject matter experts (SMEs) in operational integrity, safety culture and compliance
- Build digital infrastructure and content strategy from scratch, including newsletters, microsites, product landing pages and heavy contributions to energy digital media
- Lead first-to-market thought leadership campaigns around the industry’s regulatory shift—especially in response to Deepwater Horizon. This included publishing safety-case guidance and compliance resources before competitors
- Translate marketing campaigns and materials into Portuguese and build regional strategies for growth in Brazil and Latin America
Value Delivered
These efforts transformed Lloyd’s Register Energy from a collection of legacy brands into a cohesive and credible presence in the oil and gas, petrochem, refining and utilities sectors. Key outcomes included:
- Dramatically improved awareness and understanding of Lloyd’s Register in the Americas’ energy markets
- Positioned the company as a leader in asset performance and compliance through timely, trusted thought leadership content
- Established repeatable marketing operations and content platforms that supported global alignment and regional execution
- Facilitated internal alignment across business units, helping former competitors operate under a shared identity and messaging framework
- Enabled new business through digital lead generation, media engagement and improved product visibility
- Created a blueprint for scaling marketing in complex, evolving organizations
- Launched an industry leading event, Safety Driven performance, focused on LR Energy product-related subjects
How Nrg-Mktg Made the Difference
This case illustrates the power of strategic marketing in a time of industry disruption and organizational transformation. By unifying a fragmented portfolio, clarifying the brand’s purpose and addressing regulatory uncertainty head-on, Nrg-Mktg drove the emergence of Lloyd’s Register Energy as a trusted and recognized leader in asset performance and compliance. In complex environments, empathetic but driven marketing leadership can build focus, engagement and commercial value.