Ausdrill adopts new corporate branding

Mining services group Ausdrill has announced the adoption of a new brand and identity, Perenti Global. 

The company said the new name better reflects its status as a diversified global mining services group, and supports its strategic direction and future growth ambitions.

The announcement comes just over a year after Ausdrill founder Ron Sayers stepped down as chief executive of 30 years, and was replaced by former CIMIC group executive Mark Norwell. 

Perenti Global will be the trading name of the company and listed entity, and will sit above the industry sector groups; surface mining, underground mining and investments.

The company said existing customer facing brand names, such as Barminco, BTP, and AMS, will remain unchanged as they are well established in their respective markets.

The Ausdrill name is also well-established in Australia, and will be retained for the group’s local surface drilling operations despite the new brand and logo.

Managing director Mark Norwell said the change represents a new chapter in the group’s proud history and is a natural step given to the evolution of the business.

“Over the past year there has been transformational change within the group,” he said.

“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.”

Perenti has offices and operations in four continents across 13 countries, including Australia, and employs more than 8,000 people globally.

Mr 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,” he said.

“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.”