As a spin-off from Maersk Tankers, ZeroNorth instructed BLUE in its first few months of existence to establish its position in the maritime technology landscape and build a brand that could match and beat competitors in an increasingly crowded maritime digital marketplace. Its key differentiators were a focus on both profit and planet, communicating that profitability and sustainability can go hand in hand, and an ability to demonstrate the tangible impact its solutions were having for customers. In a world where digital technologies are many but their actual effects uncertain, the task was to make the abstract concept of ‘digital’ concrete.
Our initial strategy built credibility through strategic partnerships, genuine industry convenings and targeted thought leadership. That foundation let us pivot towards high-impact messaging that quantified the financial and environmental benefits of digital solutions in shipping, demonstrating measurable dollar savings and CO2 reductions.
BLUE’s remit spanned both PR and communications and digital marketing. Thought leadership linked ZeroNorth to the key issues of maritime decarbonisation, activated by media relations and honed into SEO and social-ready material by our digital marketing team. We placed particular focus on communicating the impact ZeroNorth was generating for its customers, which drove strong differentiation, as the company talked about positive CO2 and cost savings as much as its technologies. Paid digital campaigns, built with an account-based marketing approach, put the platform in front of ZeroNorth’s key stakeholders and generated leads. We also supported ZeroNorth’s various industry initiatives, including its Impact Today working group, through whitepapers and blog content.
As the strategy evolved, we widened ZeroNorth’s position from digitalisation into maritime decarbonisation and green global trade, and set out to raise its profile beyond maritime into the technology and start-up sector.
Sustained media engagement, comprehensive reports and thought leadership turned ZeroNorth into a respected market leader and an authoritative voice on shipping’s digitalisation, differentiated from its competitors. That profile also reached beyond maritime into technology and start-up media, including a prominent interview for the CEO on the Tech Talks Daily podcast.
The company became a regular source of commentary on digitalisation and decarbonisation, and on the impact platforms like ZeroNorth’s can have on CO2 and on the bottom line for shipping companies.
Former CEO Søren Meyer was named one of shipping’s most influential technology leaders by Lloyd’s List in 2022 and 2023. That enhanced credibility gave ZeroNorth meaningful influence in critical regulatory forums, including the EU and IMO, furthering its mission to make global trade green through accessible digital solutions.
