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Dubai, UAE – 16 September 2020 TGT announced today that their brand transformation won Gold for “Best visual identity from the energy and utilities” sector and Silver for “Best visual identity from the engineering and manufacturing” sector at last night’s seventh annual Transform Awards MEA 2020. TGT enlisted Handsome Brands and Emberson to create a new brand that would better reflect the business, cut through the competition, and outperform in a challenging market. This meant completely rewriting the brand strategy; engineering a new brand architecture, technology brands, naming system, and a new product portfolio; then seamlessly connecting everything at all touchpoints with a distinctive visual identity. “This was much more than a ‘re-brand’, this was a total brand transformation”, commented Ken Feather, Chief Marketing Officer, TGT. “Twenty years of pioneering break-through diagnostics meant TGT had the pedigree and ingredients to become a winning brand. We needed to establish a unique position with a compelling brand promise that resonated with our customers and reflected our category-leader status,” adds Ken. TGT’s new brand is built on a simple, yet powerful idea – truth – a fitting attribute for a diagnostic leader. The brand delivers on this via two core product lines – True Flow and True Integrity. Flow and integrity are the two vital functions that allow oil and gas wells to operate safely, cleanly and productively. “In an industry that is inherently complex, we needed to untangle the language and cut through the noise. We needed a new brand identity that was striking, simple and clean, in line with the simplicity of the new product architecture and offering,” said Ian Haughton, Founder and Creative Director of Handsome Brands. TGT also achieved Highly Commended for “Best creative strategy” and “Best naming strategy”. Established in 2009, the Transform Awards has evolved into a celebration of the indispensable talent that exists within the branding sphere. The Awards evaluate exemplary work in brand development and acknowledge the growing significance of brand in strategic corporate communications – developing and sustaining a strong brand is imperative for success. Andrew Thomas, the publisher of Transform magazine and founder of the Transform awards, says, “This is the seventh year the Transform Awards has benchmarked the transformative power of brand strategy and design across Middle East and Africa. The Transform Awards has grown every year. But this year we saw phenomenal growth. This was – without any doubt – the toughest year to make the shortlist.” The awards ceremony, hosted by Ali Al Sayed, was held at the V Hotel, Dubai. With its transformation efforts successfully implemented, TGT is now focused on providing diagnostic solutions that enable oil and gas wells to perform better, with the aim of protecting people and the planet.
TGT Oilfield Services, the leader in through-barrier diagnostic systems for the oilfield, has announced the appointment of Ken Feather as its chief marketing officer. Based in TGT’s global headquarters in Dubai, marketing and brand expert Feather will lead the company’s strategic initiatives for new products and brand development while reinforcing the company’s position as a leader in well and reservoir diagnostics. He will report directly to TGT’s chief executive officer, Mohamed Hegazi. “I am really excited about Ken joining our management team,” said Hegazi. “He brings 30 years of extensive oilfield experience in sectors that align perfectly with our product portfolio. His track-record in launching oilfield technology and geoscience products, coupled with a deep knowledge of our market will bring valuable strategic and industry insights to our team. “Ken has grown market share and brand recognition at some of the most notable oilfield technology companies, including Schlumberger and Archer, and he possesses the ideal mix of experience and expertise to help propel our business forward. His proven expertise in market strategy, brand positioning and communications will be pivotal to us as we continue to innovate new services, expand our global footprint and evolve our brand.” Commenting on his appointment, Feather said, “TGT is respected as a pioneer in well and reservoir diagnostic systems and has built an impressive array of powerful brand ingredients. The company has its own research, engineering and manufacturing facility, and some of the world’s leading scientists and specialists in using heat, acoustic and electromagnetic energy to assess well and reservoir dynamics. “The company’s products and technology are highly-valued by its customers and there are more innovations on the horizon, reflecting the company’s drive to solve industry challenges and attract many new customers. This combination of factors is a ‘marketers’ dream, so I’m thrilled to be joining the TGT team at such an exciting time.” Prior to TGT, Ken headed up his own company, Spinnaker Marketing, helping ambitious technology ventures in the energy sector become category leaders. Previous positions included vice president of marketing with well integrity and intervention technology specialist Archer where he launched several disruptive technology brands and an award-winning corporate rebrand. At Schlumberger, Ken progressed from field engineer and geoscientist to several highly regarded marketing roles across a variety of business units, earning his reputation as a marketing and sales specialist in the oil industry’s largest technology-led service company. Born in Liverpool, UK, Ken is a chartered engineer and a fellow of the UK’s Chartered Institute of Marketing. He graduated from the University of Salford, UK, with a first class honours degree in Electrical and Electronic Engineering. TGT operates globally in almost 30 countries, including in Europe, North America, Africa, Middle East, and Asia Pacific.
Improved asset performance for operators made possible by new approach to well diagnostics. TGT, the category leader in through-barrier diagnostics for the oilfield services market today unveiled one of the most radical business transformations in its sector. Motivated by a singular purpose – to reveal a greater truth – the company turns the industry’s way of doing business on its head; shifting the commercial approach from ‘logging tools’ to ‘Flow’ and ‘Integrity’ application-led ‘Products’. “We’ve been pioneering advances in well diagnostics for 20-years and built an extensive portfolio of products, technology and customers,” said Mohamed Hegazi, TGT’s chief executive officer. “Our new offering will transform how our customers manage their wells, enable much better decision-making and boost asset performance”. TGT has structured its new product-led offering in two domains—True Flow and True Integrity, each being a practical and symbolic extension of its ‘greater truth’ brand promise, and representative of what customers demand from their well systems. “All well systems are built to connect the right fluids to the right places,” continued Mohamed. “Flow and integrity are intimately linked and essential for safe and productive operations. That’s why we’ve organised our business in to these two domains. This business approach means our products and diagnostic systems are relevant to all wells throughout their lifecycle.” “Tools are important but well systems are complex so accurate diagnostics require a more powerful approach. We have perfected ‘diagnostic systems’ that combine remarkable tools with the right methods, data processing and expert analysis to deliver accurate answers.” said Ken Feather, TGT’s chief marketing officer. “Operators need answers they can trust, so we developed a complete range for every eventuality.” continued Ken. TGT’s new diagnostic systems use five proprietary technology platforms: Chorus, Cascade, Pulse, Indigo and Maxim, in various combinations to make the products. “This exciting change marks a strategic pivot in our future direction as an oilfield service company,” added Ken. “The industry needs a fresh approach, and our new offering supported by a totally new and distinctive brand identity provides an incredible potential to grow.” With its transformation efforts successfully implemented, TGT is now focused on championing the new through-barrier diagnostics category to help operators manage safe, productive and profitable wells. Among other developments, TGT expects to launch further new products and system advances throughout 2019. New product-led offering centres on two domains: Flow and Integrity Making their transformed debut are TGT’s five diagnostic platforms: Chorus, Cascade, Pulse, Indigo and Maxim About the new TGT brand identity The striking new brand identity, developed in collaboration with Handsome Brands, reflects all aspects of TGT’s new brand platform. It has been engineered to be distinctive and memorable and provide an important signposting function to help customers navigate through the offering. The new portfolio of products and diagnostic systems is structured in two primary domains – True Flow and True Integrity, each representing the two most important performance factors for all well systems. Circles and squares have been used together with distinct colour palettes to create unique identifiable dynamic patterns that represent Flow and Integrity. Building on this, priority colours from each palette are used to signify the three main tiers of the brand system, namely, Corporate, Products, and Systems. At corporate level, all the colours and patterns come together as one. TGT’s brandmark has been simplified and strengthened in line with the clean and simplified approach of the new brand.
Our commitment Backed by proven academic theories, R&D investment and years of experience, our quest to reveal a greater truth about the well system is the cornerstone of our commitment to the TGT diagnostic system approach. Our in-house expertise sets us apart. Our innovation process incorporates: programme design and data acquisition methodology, tool and sensor manufacturing, software development to process and model the raw data, and data interpretation by a dedicated team of well log analysts. We are unique in what we offer our clients. Technology centre Established in Kazan, Russia, the TGT Technology Centre is home to our research and development (R&D) and Manufacturing teams. TGT Technology Centre is a full-cycle enterprise, representing technology development at all stages of its development – from an idea to a commercial production and subsequent maintenance. An unusual attribute for a through barrier diagnostics service company. Our Technology Centre plays home to: advanced research labs, software development hub, supercomputer with parallel design, tools and sensors manufacturing, and quality control and testing facilities. Housed also in our Technology Centre are advanced testing facilities which put our technology through its paces prior to commercialisation or distribution. These include: pressure, temperature and vibration testing units, fluid dynamics models in both simulated reservoir and well conditions, calibration stands, anechoic chamber, test well among others. Our inhouse knowledge and capabilities give us the advantage; and perfectly position us to lead the through-barrier diagnostics category and reveal a greater truth for customers. Research and development R&D is at the heart of everything we do, and each year we plough 15% of annual revenues back into funding pioneering innovation. Our research aims to bring together the best thinking and ideas - not only from within TGT, but we also work closely with universities and our customers to deliver diagnostics which meet the needs of the industry. Manned by a talented cadre of engineers, petrophysicists and geoscientists, we are continuously improving our diagnostic capabilities to assert our position as the global leader in through-barrier diagnostics. Our proprietary systems and products are developed entirely in-house from market analysis, concept and feasibility studies to design, mock-ups, experimental prototypes and inception of digital processing and modelling software. Development and testing of new technology continues until it fits the product description. We follow a rigorous testing protocol. Only once prototype technology is proven to deliver, will we launch a pilot project. The optimised TGT platform or product you are using today is the result of years of development. Manufacturing TGT remains dedicated to manufacturing our own products and technologies entirely inhouse. We not only pursue automated assembly, but also strive to cultivate technicians with outstanding skills. By establishing high standards of safety and quality assurance, we strengthen our efforts to ensure trust in the TGT brand. TGT has continued to advance our in-house production of key devices, components and electronic boards as well as carrying out in-house equipment maintenance. We are dedicated to producing top quality products, each of which promises reliability and safe operations when deployed in the well system. Our certified testing facilities enable us to conduct in-house tests to ensure compliance with international standards and regulations. We conduct stringent quality tests to ensure the highest quality output. Software development Our bespoke digital platform, Maxim, brings together each stage in the True Flow and True Integrity diagnostic system into a central software platform. Maxim is used by the Geoscience department to provide customers with accurate diagnostics they seek. More than 20-years of knowledge and expertise in performing through-barrier diagnostics has contributed to Maxim’s capabilities diagnostic capabilities. Developed and engineering entirely in-house, Maxim is proprietary to TGT. We don’t need to wait for the latest software release to benefit from processing and modeling improvements, instead an ongoing dialogue between Geoscience, R&D and the in-house software developers means our diagnostic products always benefit from the latest technology. Strategic partnershipsTGT’s 20-year commitment to innovation in the field of through-barrier well system diagnostics has made us a sought-after partner of governments, industry giants, academics and other sector relevant entities, with whom we are developing new technologies and solutions for the future. Take a 360 tour of our technology centre