How do you translate global expertise into meaningful local relevance?

Challenge

ABB’s Process Industries solutions, including mining electrification and automation, had a limited media profile in Australia's mining sector – automation and electrification were often viewed as secondary to the industry's primary focus on productivity and efficiency.

In early 2026, rising diesel costs and fuel shortages changed the conversation. Reliable productivity – the priority – became dependent on uncertain supply of diesel. This created an opportunity to elevate discussions around electrification and automation to immediate business priorities. ABB's first customer-focused event in Australia, featuring Division President Joachim Braun, provided a timely opportunity to have this conversation in tier-one media and establish the brand as a leading voice on the future of mining.

Our Approach

We designed and executed a targeted media relations and executive engagement program centred on Joachim Braun's visit to build brand credibility and position ABB Process Industries as a leading authority in Australian mining.

Strategic planning

• Stakeholder interviews and background briefings informed an understanding of customer priorities, market dynamics and messaging opportunities.
• A market-specific narrative for Joachim Braun was developed, reflecting key customer successes alongside his global insights on cutting-edge automation, electrification and digital solutions that support productive, reliable, safe and efficient mining operations.

Engaging target stakeholders

• We crafted tailored pitches for tier-one business, mining and industry media.
• We built a targeted media list across mining, business, sustainability and leadership journalists.
• Our proactive media outreach secured strategic coverage opportunities across print and broadcast outlets, reaching key ABB stakeholders
• We prepared a comprehensive briefing book to support Joachim Braun’s executive engagement.