Adnoc’s unified brand launched
All subsidiary units are brought under one umbrella in a bid to project influence
dubai — Abu Dhabi National Oil Company (Adnoc) said on Sunday it had launched a new unified brand for its group of companies that will serve to highlight the scale of its business.
In a statement, the Abu Dhabibased group said its new unified brand, bringing together its subsidiary companies under one common identity that will highlight the scale of its business, the size of its contribution to the UAE’s economy and its positive impact on the nation’s socio-economic development.
“We are confident that bringing the Group together, under one brand, will significantly enhance the visibility and positioning of Adnoc at a local, regional and international level,” Dr Sultan Ahmed Al Jaber, UAE Minister of State and Adnoc Group CEO, said in the statement.
Since the appointment of Sultan Al Jaber as Adnoc’s chief executive last year, Adnoc has undergone a major shake-up. The firm had said in July it planned to float some of its services businesses and enter tie-ups with global investors to help it create new revenue streams and secure more market access. “The Adnoc Group has been given a unique responsibility, which is to harness energy resources in the service of our nation. To ensure we continue to deliver on this responsibility we must constantly look for ways to further enhance and evolve our company and adapt to the demands of the global energy industry,” he said.
The unveiling of Adnoc’s unified brand strengthens ADNOC’s focus on the future, and will help create a more integrated, dynamic and progressive corporate culture, with a centralized governance model, while maintaining the operational autonomy of each company.
The launch event, held at Adnoc’s headquarters, was attended by over 3,000 employees from across the organisation and broadcast live to all employees in Adnoc’s subsidiaries. Suhail Mohammed bin Farj Al Mazroui, Minister of Energy; Noura bint Mohammed Al Kaabi, Minister of State for Federal National Affairs; Maitha Al Shamsi, Minister of State; Sheikh Mohammed bin Sultan bin Khalifa Al Nahyan; Jasim Mohammed Alzaabi, Chairman of the Abu Dhabi Executive Council; members of the executive council, Abdulla Naser Al Suwaidi, former Adnoc CEO and Supreme Petroleum Council member; Mohamed Thani Murshed Al Rumaithi, Chairman of Abu Dhabi Chamber, local dignitaries, Adnoc business partners, and former members of the company’s management team attended the event.
“This move represents an exciting chapter in the company’s history. It will strengthen our position as one of the leading brands in the UAE and the region and highlight the scale of our business, the size of our contribution, and the extent of our impact,” Al Jaber said.
Alongside the unveiling of Adnoc’s single brand identity, the company has also introduced a reinvigorated Vision, inspired by the Father of the Nation, Sheikh Zayed bin Sultan Al Nahyan, who said: “We use the wealth God has provided us in the service of our nation.”
The introduction of the revitalized brand is the latest step in Adnoc’s 2030 smart growth strategy, which is maximising value and increasing profitability, as it delivers a more profitable upstream business, a more valuable and diversified downstream business and a more sustainable and economic gas supply.
The launch of ADNOC’s unified brand was marked by a fly-by by Al Fursan, the UAE Air Force’s aerobatic and demonstration team, trailing blue and white smoke above the Abu Dhabi Corniche, and a flotilla of Adnoc branded traditional Arabian sailing boats.
— business@khaleejtimes.com