Saipem

Creating a new narrative for the sustainable energy transition.
Sustainability / Understanding Trends / Content Strategy / Content & Stories

Brief

Following on from our work supporting the company on its new corporate website (content strategy & content creation), we were asked to support Saipem in developing a new, forward-looking sustainability narrative that reflects the interconnection with business transformation and innovation, and captures the role of its people (purpose). We were asked for an “honest” approach for a business facing a period of radical upheaval that could last through the medium term.

Our Work

We worked closely with the client, drawing on experiences from beyond the oil & gas sector to come up with a credible approach that reflected the need for a “just” transition in the fossil fuel industry and that considered the concerns that rapid change can generate for those involved.

The key was to develop a communications approach that went beyond a single channel (e.g. sustainability report) but would guide the company’s stance more generally.

  • Benchmark of best practice approaches from various sectors, accompanied by a critical assessment of Saipem’s reporting and communications, & stakeholder expectations – New sustainability communications concept and strategy, organised around a set of key sustainability “challenges”
  • New structure for sustainability report and website – Guidelines for integration into social media editorial plan
  • Drafting and editing content (in English), support for graphic agency (report) and web agency (website & social media).

Result

Saipem’s sustainability narrative is now anchored in a positive, open and inclusive claim: “Making change possible”. Its approach to sustainability revolves around four related challenges for the energy transition: each one connects to the company’s most material topics, stakeholder engagement initiatives and the Sustainable Development Goals.

The new concept guides not only the sustainability report but also the corporate website (with integration of sustainability into the overall message) and social media activity.