Overview

Meren in recent years has transformed from being an African explorer and investment vehicle, into a leading full-cycle independent through a strategic rationalisation of its portfolio to create a proposition that is of greater scale, of higher value and lower risk. The Company sought a rebrand that would reflect this significant evolution of the business and to make a clear departure from a name that had become geographically constraining, particularly as Meren’s operational outlook has now widened.

Burson Buchanan’s experienced advisory team comprised of specialists in communications, with sector specialism in upstream oil & gas, and a creative team with significant expertise in corporate rebranding across multiple sectors.

Perception study

Burson Buchanan’s support began with a detailed perception study that gathered the views of key internal and external stakeholders on the vision and strategic outlook for the business. This covered the definition of historical perceptions of Africa Oil, and the renewed outlook and strategic vision that is focused on growth and shareholder returns.

The Creative team provided support throughout the naming process, advising on the development of a name and logo that not only reflected the new proposition but also integrated seamlessly with the wider brand. This ensured continuity with Meren’s existing brand identity, and that the new brand’s narrative and visual language would be impactful and resonate with all stakeholders.

A new corporate name and identity – Meren

This foundational work was pivotal in crafting the name ‘Meren’ – an old nautical term representing the mooring of a vessel – shaping the narrative, and the design of a brand identity that truly captures the company’s stability, anchored by its diverse portfolio of world-class assets, robust balance sheet, and proven status as a trusted partner to majors on significant offshore projects.

Client focused approach

The Meren logo, visual assets, and brand guidelines were developed in close collaboration with the client, ensuring their vision was central to every stage. The client’s specific request for the brandmark was a design featuring both an emblem and a type mark. The resulting emblem is an abstract derivation of an upper-case M, while the type mark uses a contemporary serif suggesting a confident and reassuring maturity. This combination effectively balances modern efficiency with the refined outlook that defines the new business.

The launch of the new brand in the media and across all platforms was coordinated with the announcement of a significant consolidation of the business, the Prime consolidation, which doubled Meren’s reserves and production. This represented a watershed moment for Meren, with a renewed growth strategy underpinned by a new brand designed to resonate with employees and external stakeholders.

Sustainability – committed to responsible business practices & sustainable development

In addition, for the past couple of years, Burson Buchanan’s Sustainability specialist team has supported Meren, with the implementation of its sustainability disclosure, communication strategy and reporting, helping to build its strong ESG performance and credibility. This deep experience and knowledge of the company further bolstered and supported the rebranding team with the creation of the new Meren brand identity.

Overview

The Rank Group plc (‘Rank’) first engaged Burson Buchanan in 2021 to support the development and communication of its sustainability strategy. Our consultants led them through a materiality assessment to support thei understanding of the sustainability-related issues most pertinent to their stakeholders, as well as to develop their ESG strategy. The team went on to produce the business’s inaugural Sustainability Report.

The mandate with the business has grown considerably since then and, in 2024, Burson Buchanan published the latest programme of stakeholder communications for the Group, which includes their Annual Report, fourth Sustainability Report, and a new Group corporate website. The team also conducted a double materiality assessment for the business, to prepare for the new international sustainability reporting regulations.

Reporting

A key part of our mandate was to consult on the content and manage the production of the Group’s regulatory reporting disclosure to shareholders, requiring a depth of capability and capacity to meeting the hard publication deadline.

Additionally, we have continued to provide best practice advisory to Rank on its sustainability reporting. In anticipation of incoming regulation on sustainability disclosure, we carried out a double materiality assessment. This not only enhances the Group’s ability to manage sustainability risks and seize opportunities but also positions Rank effectively to meet future regulatory requirements.

The in-depth assessment considered both impact materiality and financial materiality, thereby assessing the Group’s impact externally on society and the environment, as well as the financial implications of identified risk and opportunities for the business.

Burson Buchanan has also supported the Group in the development and articulation of its Net Zero Pathway, as well as continuing to deliver its mandatory reporting on climate-related governance, strategy, and risk management.

Corporate website

The team worked with Rank to develop a new concept for its corporate website that reflects the Group’s purpose, ‘to excite and to entertain’.

The homepage showcased the connected product experience of the Group’s brand portfolio that underpins the business model, whilst providing specific content for the critical investor audience.

Video interviews with key members of the Group executive helped deliver Rank’s story in a dynamic and accessible way, whilst the new design helped amplify both Rank’s corporate and portfolio brands. The Annual and Sustainability reports extended this elevated design across the entire communications suite.
This enhanced programme has provided the client with a progressive platform of consistent corporate information to engage audiences across a range of channels.

Photo & videography

Notable features within the project included the production of a new corporate movie and series of management interviews for the website.

This involved the conceptualisation, scripting, storyboarding, art-direction and editing of the communications, and full project management of the project including model selection, wardrobe management and location sourcing.

This content was then used in still and moving image formats for use across the suit of communications, including reporting and digital engagement.

Overview

Norge Mining is a privately held mining company developing Critical Raw Materials to meet the increasing resource demand from the renewable energy, agricultural and other industries.

From start up in 2018, Norge Mining’s focus has been on ensuring its operations embed the responsible business practices expected by stakeholders.

Burson Buchanan was brought on board to support with external communications strategy, provide senior counsel to the executive team and support their stakeholder engagement initiatives through media, reporting and digital channels.

Reporting

Burson Buchanan helped the company to establish a strong governance framework with the establishment of an ESG Committee and ESG steering group along with terms of reference. Meeting on a monthly basis, Buchanan supports the committee with briefing papers on developments in sustainability regulation and voluntary best practice disclosure as well as attending executive meetings in a retained advisory capacity.

Burson Buchanan helped the company establish its ESG Policy and disclosure framework, drawing on stakeholder perceptions and using the internationally recognised frameworks of the Global Reporting Initiative, UNSDGs and the Metals & Mining supplement of the Sustainability Standards Accounting Board to measure performance.

Having set in place the disclosure framework, Burson Buchanan worked with the executive team to gather key performance indicators and draft content that captured operational progress. An important component of the company’s reporting is the presentation of the underlying geo-political and economic drivers that are impacting the market for critical raw materials and underpin the sustainable investment thesis of the company.

In addition to Annual Reports, Burson Buchanan has now produced two Responsible Business Reports for Norge Mining, each building on the company’s commitments to a low carbon development of Critical Raw Materials that are looking the meet the resource security agenda of the EU and support essential food production requirements and decarbonisation technologies. Burson Buchanan is a permanent member of their ESG Working Group and attendee of ESG Committee meetings.

Corporate website

Most recently, the company asked Burson Buchanan to refresh its online presence to ensure that its varied audiences understood the importance of the project on a geopolitical basis and the significant socio-economic impacts which would deliver broad stakeholder value.

Burson Buchanan conducted a workshop with management to review the articulation of the company proposition and define a range of key messages. This narrative platform enabled the development of key content features that were then brought to life through the website.

Launching after an intense 4-month production, the site provides rich content and a steady flow of news stories to keep users engaged.

Overview

The bar for listing a new investment company remains incredibly high. Pre-requisites for success include a compelling and differentiated investment strategy, outstanding management credentials, proven track record and an attractive pool of acquisitions that can be acquired in the near term.

In order to maximise the potential of these essential characteristics and meaningfully contribute to the success of an investment company IPO, a carefully planned and proactive PR campaign is required to target the full expanse of investor targets.

Having the experience of so many successful investment company launches, as well as our considerable sector expertise, provides Burson Buchanan with the insight to advise on a broad aspect of the flotation process and support as a sounding board to our clients.

This advisory includes strategic counsel, careful crafting of the investment thesis, intermediary engagement and company announcements – not least the critical ‘intention to float’ declaration and IPO roadshow material.

IPOs

May 2023
Ashoka WhiteOak Emerging Markets Trust:
£30.5m raised;
Broker Ellora Partners

November 2021
Life Science REIT:
£350m raised;
Brokers Panmure Gordon and Jefferies

May 2021
Aquila Energy Efficiency:
£100m raised;
Broker Peel Hunt

May 2021
Taylor Maritime Investments:
$253.7m raised;
Broker Jefferies

December 2020
Schroder BSC Social Impact:
£75m raised;
Broker Winterflood

November 2020
Round Hill Music Royalty Fund:
$328.5m raised including follow-on placing;
Broker Cenkos

November 2020
Schroder British Opportunities Trust:
£75m raised;
Broker Peel Hunt

December 2019
Octopus Renewables Infrastructure Trust:
£350m raised;
Broker Peel Hunt