Unearthing the value in purpose
Endeavour Mining is one of the world’s leading gold producers. With its operations largely focused on West Africa, it has been going through a period of accelerated growth via acquisitions and is poised to list in London in 2021 in the FTSE 100. As such, it needed help defining its purpose, bringing to life its commitment to responsible mining and the importance of gold as both a social and economic asset.
Approach
Bladonmore began the process by conducting interviews with senior stakeholders in the business, across strategy and investor relations, corporate social responsibility (CSR) and people & culture.
The findings from these interviews, as well as our own independent research, formed the basis of a range of narrative routes, played back to Endeavour through online workshops. These were used to interrogate the key themes that we had identified, focus the messaging and refine the language.
We presented the finalised purpose across a series of visuals, highlighting how it could be used for a wide range of touchpoints, including digital channels, on-site materials or at investor events.
We also coached Endeavour’s VP Strategy & Investor Relations, to help him express the new purpose with clarity and confidence at a retail conference.
Ahead of the official launch of the new purpose at an investor event, Bladonmore created a film with Endeavour’s CEO, highlighting how the messaging behind the purpose connected to the company’s strategy and CSR programme. Our role involved message development and production.
Result
Endeavour’s purpose has become a central part of its narrative as it prepares for a second listing on the London Stock Exchange.
Following the success of the project, Bladonmore was subsequently asked to support Endeavour’s $2 bn takeover of Teranga Gold, producing a number of interview films with its CEO and advising on the messaging around the deal.
