In 2022, Oslo-based Aker Horizons had several holdings within the renewable energy sector, including among others Aker Carbon Capture, Aker Clean Hydrogen, Aker Offshore Wind, and Mainstream Renewable Power. Initially contracted to develop a global brand strategy for Aker Offshore wind, as well as advise on corporate strategy for the promising floating wind developer, Engagement Lab quickly pivoted when it was announced that the company would be integrated into Mainstream Renewable Power. So the assignment transitioned to a focused M&A comms role – including strategy and execution – throughout the life of the integration process.

During the integration, the most pressing need was to ensure that employees were treated with dignity and respect, and that all communication was rooted in these principles. Even during a challenging time of transition, Aker Offshore Wind was determined to live out its values of Enthusiasm, Collaboration, and Openness. It was on this foundation that Engagement Lab built and managed all internal comms to support the integration.

• Foundation of insights and values: Prior to any formulation of a plan, Engagement Lab quickly set about to interview key stakeholders across the business, conducting 15 interviews with subject matter experts. Ranging from Norwegian Public Affairs, HR, and Technology to Executive leadership, Shareholder Relations, and Project Execution the conversations probed behavioral insights such as audience needs, ambitions, desires, cares, and fears. These insights from across the value chain, coupled with the company’s own values of Enthusiasm, Collaboration, and Openness formed a solid foundation from which to build an effective communication plan.

• Strategic advisory to executive management: Underscoring the importance of trusted, visible leadership during such a time of transition, our work was a near-daily collaboration with the executive management team, including the CEO and COO and Head of HR.

• Hands-on responsibility for daily, practical tasks: In addition to executive team advisory services, we also took on the responsibility to manage practical details during the merger period such as prepping speakers for townhalls, preparing communication plans and providing on-site support for events, company SharePoint integration, digital asset migration, and physical building signage.

With the integration of Aker Offshore Wind and Mainstream Renewable Power being formalized in Fall 2022, the two companies began the process of becoming one entity after more than six months of clear, empathic, and frequent communication.

• All leadership communication moments were delivered with our five Comms Goals in mind – these goals were attached to every briefing:

• Show empathy, understanding

• Be simple and clear

• Inspire & motivate

• Repeat and be consistent

• Avoid speculation

• Feedback from employees on the communication ranged from “frequent (plenty!)” to “respectful tone” while members of the leadership team felt “supported” and “well-prepared”.

• In all, Engagement Lab successfully managed the on-time completion of 24 Integration workstreams, from website integration, local project branding, and HQ physical building signage, to digital asset integration, contracting/vendor review & consolidation, and future narrative development for the combined entity.