Navigating the complexities of a truly global business resulting
in a 40% share price increase Year-on-Year over 5 years

Codan

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BUSINESS STRATEGY

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CREATIVE

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STORY

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DIGITAL

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LEADERSHIP & TRAINING

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SCALABLE MARKETING

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STEP CHANGE CAPABILITY SYSTEMS

Codan provides technology that has your back in the harshest environments on earth. Whether it’s for communications, safety, security, or productivity, they’re relied upon by humanitarian organisations, mining companies, security and military groups, governments, and adventurers in every corner of the globe.

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Challenge

Being a global company, Codan has dealt with category disruption, international currency fluctuations, counterfeiting, issues differentiating their product sets (of which there are three) in global markets, with very different audiences from artisanal miners to government organisation, investors, consumers, amongst others. This means the business is very complex.

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Step Change is a key part of the Codan team. They have been an impact player for over 4 years. The secret is having them woven into the fabric of our business effecting steps changes in every aspect

Donald McGurk,
CEO & Managing Director, Codan Limited

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Strategic Insight

In a world of disruption, complexity, and volatility that spans the globe, it’s crucial for Codan to have clarity of strategic thinking and planning that permeates in every aspect of the business and mixed with the right team and capabilities to stay agile and create a strategic organisation.

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To enable Codan to face these challenges and drive value beyond individual initiatives or services, it needs to truly integrate strategy throughout all functions of the business and make strategic thinking part of BAU.

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Solution

We helped Codan with their business strategy and brand strategy across all brands and markets, marketing calendar planning, leadership and executive team development, and company acquisition.

After completing their propositions, branding, go-to-market strategy, Codan had experienced a 40% share price boost year-on-year since 2011 and is now one of biggest public company’s based out of South Australia.

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Step Changes in intermediated markets

We built all their propositions (company and products/service offerings) that united all the audiences and foreign market segments.

Codan is a parent company to a number of technology brands, one of which is Minetec.

After sharpening their brand story and value proposition, we helped Minetec implement our strategy with a digital campaign, brand refresh, new website, video content and print collateral.

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At the start of 2018, Minetec landed a partnership with Caterpillar, the world’s leading supplier of mining equipment, where Minetec’s proprietary technology is integrated into the Fortune 100 company’s tech solution, Minestar.

Campaign Collateral

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