Ausdrill undertakes brand transformation

Ausdrill has adopted a new brand and identity, Perenti, and will trade under the name, Perenti Global.

The company will sit above the industry sector groups – surface mining, underground mining and investments.

Its 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 its strategic direction and future growth ambitions.

Managing director Mark Norwell said the change represented a new chapter in the contractor’s history and was 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,” Norwell said.

“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.”

Norwell said having a strong, identifiable brand was 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,” he said.

“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.”

The contractor’s existing customer facing brand names will be retained as they are well established in their respective markets.

Ausdrill will be retained as the name of the group’s surface drilling operations in Australia and other 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 its stakeholders.

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