DNV: Energy Industry Insights

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DNV and FT Longitude transform a long-established, industry-leading report into a future-proofed thought leadership programme with a clear mission.

CLIENT: DNV
INDUSTRY: Industrials
CAMPAIGN: Brand repositioning

For well over a decade, independent assurance and risk management provider DNV, has produced an annual research report exploring the opportunities, challenges and sentiment of the oil and gas industry. In 2021 the company made the decision to combine its oil and gas and energy businesses. Renowned and respected for its authoritative insights across both sectors, there was no question that its thought leadership programme would have to recalibrate too.

Relaunched in 2023 as Energy Industry Insights, the research report addresses the industry’s rapid changes, expanding its focus beyond just oil and gas to encompass the broader energy industry transition.

The report continues to build on over a decade of established, trusted insight; a unique frame of reference to help shape and blend its new perspective on a rapidly changing industry.

DNV and FT Longitude transform a long-established, industry-leading report into a future-proofed thought leadership programme with a clear mission.

Campaign objectives and results

The objectives of the campaign were three-fold: to reposition the report across the full energy spectrum; to maintain its reputation-building qualities with media-friendly headlines and hooks; and to satisfy a growing emphasis on marketing metrics such as lead generation and attributable revenue.

The 2022 and 2023 campaign achieved exceptional results, with significant increases seen across each of its priority engagement metrics. The four reports, released over two years, garnered close to 24,000 downloads, yielding over 2,500 brand new contacts – and generated six new business opportunities.

The content programme

DNV continues to use hard data to provide expert analysis on the latest trends and challenges facing its industry. In 2023, the programme focused on measuring the optimism for growth in the industry building on historic trend analysis. The survey of 1,300 industry professionals uncovered an industry that was confident about its growth prospects in the year ahead.

But it’s clear that the energy sector has challenges to overcome with the research revealing significant barriers to implementation across several key areas including workforce and supply chain. The subsequent report unpacked these critical blockers, analysing how approaches differ across companies and industries, and provided practical guidance for energy professionals to promote and adopt within their organisations.

To ensure the content was thorough and robust and would serve its multiple objectives, we consulted with various teams within DNV, including sales and marketing groups, leadership and the firm’s specialist subject matter experts, ensuring buy-in and support across the organisation – both before and after the campaign launched.

“FT Longitude has been instrumental in helping us to reposition our thought leadership and reshape our industry-leading insights programme, safeguarding it for future investment and returns. The skills in the team at FT Longitude are unrivalled, and the campaign has been critical in helping us build trust and credibility in the industry.”

Andrea Berghäll, Global Head of Brand Activation

Take a look at all the insights from DNV's Energy Industry Insights report here

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