ADNOC brings subsidiaries together in new brand identity

ADNOC businesses will have a centralised governance model while maintaining operational autonomy
ADNOC brings subsidiaries together in new brand identity
The launch event was attended by more than 3,000 employees and a number of dignitaries including Suhail Mohammed Bin Farj Al Mazroui, Minister of Energy and Minister of State for Federal National Affairs Noura Bint Mohammed Al Kaabi.
By Bernd Debusmann Jr
Mon 16 Oct 2017 08:59 AM

The Abu Dhabi National Oil Company (ADNOC) has launched its new unified brand, bring together the company’s various subsidiaries under a common identity in a move designed to highlight the scale of its business and its contributions to the UAE’s economy.

According to ADNOC, the unified brand will also help create a more integrated and progressive corporate culture, in which each company will maintain operational autonomy under a centralised governance model.

The launch event was attended by more than 3,000 employees and a number of dignitaries including Suhail Mohammed Bin Farj Al Mazroui, Minister of Energy and Minister of State for Federal National Affairs Noura Bint Mohammed Al Kaabi.

“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,” said Dr. Sultan Ahmed Al Jaber UAE Minister of State and ADNOC Group CEO.

“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, he added.

Additinally, Dr. Al Jaber said that the single brand identity “will increase our brand equity, reinforcing our 2030 integrated strategy to further unlock, enhance and create value.”

Alongside the unveiling of ADNOC’s new identity, the company outlined a set of brand values that were identified and voted for by the company’s employees, which include encouraging a culture of inclusivity, working with partners and peers to leverage collective strengths, and being an efficient, performance driven company.

Dr Al Jaber also praised the contributions of past ADNOC employees and the influence they continue to have on the company.

“We should never lose sight of the fact that our future success will be built on the foundations laid by the hard work, dedication and commitment of others, especially retired members of the ADNOC Group’s former leadership and our strategic partner,” he said. “We owe them a debt of gratitude, which I acknowledge, as we embark on the next phase of our journey.”

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