The Marketing team handles SEDCO Holding’s outreach, public relations and brand messaging. It also serves as a centralized resource for SEDCO operating companies, which in 2018 began aligning themselves to the Group’s new Focus 2025 strategy.
Marketing rebuilt its capabilities in 2018 while onboarding new colleagues and bringing the team to full strength. SEDCO Holding’s strategy was refined, and Corporate Social Responsibility continued to take center stage. The Marketing team continued to support SEDCO operating companies and launched the new branding for Galleria, SEDCO’s magnificent new hotel and retail development in Jeddah.
A renewed focus on impact and cost rationalization was formalized in a KPI-driven approach. The performance-oriented message was communicated to all vendors and partners, with the team prioritizing impact measurement for money spent.
A new brand tracker was launched to monitor SEDCO Holding brand performance. It helps the team conduct gap analysis between the brand’s current performance and future positioning. Identified gaps are then formally addressed through marketing initiatives.
The team continued investing in PR and outreach activities to share the group’s industry and corporate governance expertise. PR activities were stream-lined for results, with ad-value-equivalent coverage growing by 12.6% more than the year before. The team positioned SEDCO Holding as a partner of choice for investors looking to enter the Saudi Arabian market and take advantage of opportunities opened up by Saudi Vision 2030.
The 2018 Annual Marketing Forum was a highlight of the marketing calendar, bringing together decision-makers from Group companies to share knowledge, expertise and case studies. The platform put synergy, forward planning and alignment with the Focus 2025 strategy in the spotlight.
Employee engagement remained central to year-round marketing initiatives. The collaborative innovation platform Fikra continued crowdsourcing ideas from employees. Initiatives such as Smile Day bolstered team spirit. The SEDCO Football Cup enjoyed another successful season, with employees from all operating companies participating.
These initiatives sparked a positive work environment that saw SEDCO win 12th place in the Great Place to Work® rankings in Asia.
Corporate Social Responsibility and the spirit of volunteering became embedded in the organizational culture, with employees routinely exceeding needed volunteering limits, taking the initiative to offer pro-bono services to startups and non-profit organizations.
Riyali, the scheme offering financial literacy for college students and training for entrepreneurs, exceeded its 2018 targets. An important new collaboration was initiated with Saudi British Bank (SABB) to amplify Riyali’s reach.
In 2019, the main focus will be to communicate the SEDCO Focus 2025 strategy and engage stakeholders in creating a purpose-driven transformation that prioritizes sustainability, responsibility and value creation.