The Ausdrill Group is adopting a new brand and identity, Perenti. Perenti Global will be the trading name of the group company and listed entity and will sit above the Industry Sector Groups (ISGs); Surface Mining, Underground Mining and Investments. “The Board considers the new name and brand better reflect the Group’s status as a diversified global mining services group and provides a strong platform that will support the Group’s strategic direction and future growth ambitions.”
The Group’s Managing Director Mark Norwell said the change represents a new chapter in the Group’s proud history and is a natural step given the evolution of the business. “Over the past year there has been transformational change within the Group. We have doubled our revenue through the acquisition of Barminco, developed a new strategy and implemented a new operating model to set a platform for future growth. “We have evolved from an Australian drilling company into a global mining services company that has businesses in surface mining, underground mining and mining support services (our Investment ISG). We have offices and operations in four continents across 13 countries and we employ more than 8,000 people globally.”
Norwell said having a strong, identifiable brand is a critical enabler of the Group’s growth strategy. “As a group of businesses we are resilient and agile and have the ability to embrace change, a key aspect that is directly embedded in our company principles. We also pride ourselves on successfully operating in many challenging and remote locations the world over. This name change is more than cosmetic, it’s an important step in culturally binding our businesses together under a common identity and it supports our new aspiration, purpose and strategy we rolled out earlier in the year,” Norwell said.
Existing customer facing brand names will be retained as they are well established in their respective markets. The Ausdrill name has a long and proud history and that name will be retained for the Group’s surface drilling operations in Australia. In addition, our other iconic brands such as Barminco, BTP, AMS and more, will continue to be used in their own right.
To support the new brand and direction the Group has also evolved its tagline from Bringing More to Mining, to Expect More, underlining a commitment to all its stakeholders. “For the Group to achieve our aspiration and deliver our purpose we have to constantly raise the bar in everything we do. Our stakeholders, whether they are customers, suppliers, employees or the communities we operate in, should Expect More from us,” Norwell said.
