CLIENT: PGN (The state natural gas distribution company of Indonesia)
INDUSTRY POSITION: PGN is the largest distributor of natural gas in Indonesia, a nation of more 240 million people encompassing 17,000 islands. PGN is one of the nation’s largest companies by market capitalization. Though more than 50 years old, it is widely regarded as one of Indonesia’s most entrepreneurial companies, participating in joint ventures and many innovative pilot programs.
ASSIGNMENT: This year’s investor profile included a strong impetus to gain international recognition through international awards programs.
BRANDING STRATEGY: The Indonesian reporting requirements necessitate a hefty publication—500 pages of annual report and 275 pages of sustainability reporting. To make it more immediately approachable, we created an investor communications package that included a 12 page “Baby Book” that introduces to investors the young members of Indonesia’s rising consumer class. While the majority of its revenue was pipeline, PGN wanted to emphasize its strategic shift to upstream and downstream ventures. “More than a Pipeline Play” became the driving subtext to the annual report’s visual presentation, symbolized by the large, dynamic circles in the layout.
RESULTS: Due to strong leadership, good branding, and an alert investor relations team, PGN’s securities outperformed its peer group and the broader Indonesian market averages. Despite currency fluctuations and turbulent petrol prices, PGN’s stock price and earnings have remained stable, a testament to investor confidence.
