Situation:
Following the launch of its Energy Symphonics roadmap, Banpu Public Company Limited needed to turn strategy into visible execution as it moved toward its NewCo transformation by Q3 2026. The company also sought to demonstrate progress through its 2025 results and four strategic pillars, while strengthening shareholder confidence and reinforcing its position as a leading versatile energy company.
Solution:
Burson worked with Banpu to shape the annual press conference into a compelling strategic platform in three phases:
- Narrative planning: Define the objectives and built a say-and-do storyline linking the Energy Symphonics roadmap to Banpu’s current action.
- Theme testing and story development: Use Decipher, Burson’s AI Tool as a supporting tool to validate the theme keywords for this years’ press conference.
- Message discipline: Develop key messages and Q&A guidance to ensure clear, confident communication of the next phase.
Success:
The announcement strengthened Banpu's reputation as a dynamic, credible energy leader, generating over 140 news clippings and a reach of 12 million. Media responded positively, while the update reinforced Banpu's commitment to energy transition and demonstrated tangible progress toward NewCo.
