Minova

The Client

Since setting out in the mid-seventies, Minova has become the global leader in the supply of mining and tunnelling consumables, employing over 1,200 people in 14 countries with sales in more than 40. Today, as part of the world’s most successful mining services group, Orica, Minova has been re-shaped to provide a complete product offering of full rock bolting solutions which is unmatched in the global market place.

The Campaign

Wyatt has been providing a marketing communications service to Minova since the early 90s when the company was trading as Fosroc Mining under the ownership of BP. When BP sold Fosroc Mining in 2001, it lost its name and 30 years of equity and faced a very uncertain future. As a result, Wyatt was faced with the task of creating a new name and brand, and a global strategy capable of being adopted and implemented across all Fosroc sites around the globe.

Brand values had to be identified and a new name created. Following a series of brand workshops, Wyatt used the result to achieve brand clarity and create a new name – Minova. Also, Wyatt had to develop a clear focus to position the new company at the leading edge of the mining/tunnelling consumables market.

The Results

In 2003, Wyatt launched Minova to the market through a co-ordinated programme comprising internal and external launches, advertising, PR, direct mail, a new website and a complementary range of marketing collateral. Since launching Minova, Wyatt has played a pivotal role in the unprecedented growth and development of the company to the position of global leader in chemical consumables. Of particular significance was the strategy and programme devised by Wyatt to help Minova gain a foothold in the world’s largest coal mining market place, China.

It was the fact that Minova had grown into such an outstanding business that the world’s most successful mining services group, Orica, acquired the company in December 2006. Since this acquisition, Orica has embarked on a series of major strategic acquisitions of steel bolt manufacturers to operate under the Minova brand, with the aim of establishing Minova as the undisputed world leader for the supply of rock bolting solutions.
Wyatt has taken on the responsibility of launching the new Minova to its vastly expanded internal and external markets, through a planned international programme of marketing communications activities. These include promoting new products and services and raising awareness of the new Minova as it spreads its ‘total solutions’ offering across new territories.

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