Overview

OEG is a leading offshore energy solutions provider, delivering infrastructure assets, technologies and specialist services across the global energy industry. With the world’s largest fleet of cargo carrying units (CCUs) serving the oil and gas sector, and an accelerating footprint in provision of services and products to the offshore renewables sector, the business has undergone significant growth over the past couple of years.

Burson Buchanan was engaged to help elevate OEG’s corporate profile as its then majority owner, Oaktree, prepared for a formal marketing process. The brief was to define and articulate a clear, credible narrative around OEG’s strategic ambition and future outlook – integrating corporate communications with sustainability advisory to ensure the business and its growth trajectory were positioned compellingly within a fast-evolving global energy landscape.

Strategic positioning and narrative development

Our engagement began with an in-depth assessment of OEG’s offshore and renewables divisions to build a comprehensive understanding of the business and identify the messaging themes and news-flow catalysts that would shape the communications programme.

From this foundation, we developed strategic messaging tailored to priority audiences and constructed a compelling investment narrative that supported both the sales process and OEG’s broader external communications to its wider stakeholder base. We established clear storylines informed by operational milestones and macro-thematic trends, and we drew out OEG’s unique value propositions to enhance media relevance. ESG insights and sustainability outputs were integrated into the messaging framework to ensure a cohesive and credible corporate narrative across all channels.

Integrated communications support

Working closely with OEG’s leadership team, Burson Buchanan’s communications specialists helped refine and modernise the company’s identity and external presentation. The focus was on creating media assets that reflected a global, integrated, safety-led business with scale, reliability and long-term relevance.

This included refreshed messaging frameworks and targeted media engagement to build visibility across key markets. We pursued consistent coverage across oil and gas, renewables and financial media, supported by a structured programme of media introductions to build relationships and encourage follow-through. News angles were tailored to generate opportunities in priority international regions—including the Middle East, the United States and Asia-Pacific – and bespoke distribution lists were created to maximise reach and relevance.

In parallel, we produced a series of news releases covering refinancing activities, brand developments, contract wins, strategic and sustainability initiatives, and product innovations. Together, these efforts significantly elevated OEG’s profile at a pivotal moment, reinforcing its capabilities and credibility with customers, partners and prospective investors.

Supporting a major strategic milestone

The strengthened positioning and clear articulation of OEG’s value proposition helped prepare the business for a major corporate milestone: its acquisition by Apollo for an implied valuation of approximately US$1 billion. The transaction represented a strong validation of OEG’s strategy, performance and long-term potential.

The sale marked the beginning of a new chapter for OEG, positioning the company to accelerate its global expansion, broaden its renewables offering and continue supporting offshore energy infrastructure across both established and emerging markets.

Sustainability and ESG advisory

A central element of the mandate involved enhancing OEG’s sustainability narrative, disclosures and internal frameworks. Burson Buchanan specialist sustainability team conducted a comprehensive review of the company’s sustainability programme – spanning its decarbonisation agenda, health and safety performance and human resources activities – and identified areas of excellence alongside practices requiring greater standardisation following a period of rapid, acquisition-led growth.

This work culminated in OEG’s maiden Sustainability Report, designed and written by Buchanan to meet the expectations of a diverse global stakeholder base, and was supported by the development of a Net Zero Roadmap setting out credible decarbonisation initiatives.

This strengthened sustainability platform enhanced OEG’s corporate credibility and supported its positioning as a long-term partner within the evolving offshore energy and renewables sectors.

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

Appraising

Amicorp FS (UK) plc listed on the main market of the London Stock Exchange on Thursday, 8 June 2023 successfully raising gross proceeds of US$6.47 million. On listing, the Company had a market capitalisation of US$119 million.

The Company, an international specialist fund services group, has a clear strategy for growth with significant expansion opportunities amongst its current client base and an opportunity to tap into larger funds via its existing network. Its London listing will support these growth ambitions.

Buchanan was engaged to implement a communications strategy for the IPO, supporting the brokers, lawyers and Company in its RNS drafting and comms collateral. Buchanan assisted with the Company’s external communication to its key stakeholders via the media and through the creation of an investor website.

Elevating

Buchanan provided media training to key spokespeople and put together a compelling equity story which helped secure supportive attention for the investment case and KPIs of the Group through widespread media coverage.

Buchanan organised an exclusive with The Sunday Telegraph, which featured prominently in both the paper and online. This was followed by supportive commentary from other tier 1 media, newswires, investment focused titles and the trade press.

Buchanan successfully implemented the investor website, a first point of call for current and future investors.

The completion of the IPO was especially satisfying given the challenging equity capital market conditions seen in 2023 and the difficulties faced by other corporates in trying to succeed with a primary fundraising.

Appraising

Ashoka WhiteOak Emerging Markets Trust (AWEM), a newly incorporated investment company, began trading on the London Stock Exchange on Wednesday, 3 May 2023.

Buchanan were engaged to support with their external communications strategy and provide counsel to the company and its broker during the IPO process.

AWEM was the first premium listed IPO in the investment companies sector since November 2021 and the first listed equities-focused investment trust launched since 2018.

The company is seeking to achieve long-term capital growth, primarily through investing in equities that provide exposure to Global Emerging Markets.

Elevating

Buchanan achieved a substantial amount of supportive media coverage during the offer period, educating and informing key sector commentators across a wide variety of media outlets including the Telegraph, Mail on Sunday, Citywire, Investment Trust Newsletter, Shares, Interactive Investor and many more.

This helped the company gain traction with private investors on retail investment platforms AJ Bell, Interactive Investor and Hargreaves Lansdown.

This demand played no small part in helping AWEM reach the required funding commitment to list on the Main Market of the London Stock Exchange.

There were several headwinds to navigate during the process, not least the cautious investor sentiment around new listings, highlighted by the fact that there was not a single investment company IPO in 2022.