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Repositioning to attract the best people

Client: Maersk Drilling


Maersk Drilling, one of the primary growth engines of the A.P. Moller-Maersk Group (OMX: MAERSKB), had committed to doubling its size over the next five years. To achieve this goal, they would need to differentiate themselves from competitors and strengthen customer partnerships around the world. However, there would also be an increasingly fierce fight for talented people. Management recognized the need for a positioning strategy that would give the company an advantage on both of these fronts.


We started with customer research, identifying the drivers that differentiated Maersk Drilling as a partner. Then, employee research gave us insight into why the company was already such an attractive employer with the highest retention rate in the industry. Looking at these internal and external perspectives together allowed us to build a strong positioning strategy. Because the approach was simultaneously relevant to customers and potential employees, all communications became more impactful and efficient.

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