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When was the last time you challenged your own practices?  

The willingness to rethink and reimagine is what makes communication such a powerful force for transformation. 

It was also a theme that came to life in our recent Morning Focus. We were joined by Ruth Siri Espedal Lycke, Head of Communications, Life Cycle at Aker Solutions, who gave us an inspiring answer, showcasing how internal communications is more than a function, it serves as a spark for culture change. 

Ruth brings decades of experience spanning journalism, corporate communications, and internal culture building. Her passion for storytelling and employee engagement shone through as she shared the evolution of Aker Solutions’ Life Cycle, a bold initiative designed to activate employees and build a culture of continuous improvement. 

Communication as a Tool for Change 

For a global company like Aker Solutions, with over 4,000 employees across offices, workshops, and offshore teams around the world, connecting people is no small task. Rising costs and the demand for efficiency meant the organisation needed to engage its teams in meaningful ways that went beyond standard corporate messaging.  

Ruth explained that traditional best practices like polished corporate emails, and top-down directives, no longer resonates in today’s fast-paced environment. She quoted Adam Grant: 

“A lot of your best practices were built in a world that no longer exists. Instead of clinging to them, you need to look for better practices.” 

This mindset led to the creation of the Life Cycle, a 15-minute live event every Friday. With the goal to spark dialogue, share improvements, and make employees feel like active participants in shaping the organisation’s current and future operations. 

Power of Playful, Inclusive Communication 

Ruth emphasised that successful internal communication doesn’t require huge budgets or advanced multimedia skills. What matters is creativity, commitment, and management buy-in. Additionally, Aker Solutions took full advantage of the opportunity to be playful internally by incorporating AI animations, a theme song, and creative brand elements. This helped to connect with employees in a way that was approachable and relatable. 

Life Cycle features a panel of diverse employees each week, offering different perspectives on topics ranging from technical solutions to people-centred achievements. This format has been particularly effective for geographically dispersed teams. The approach also encourages vulnerability and courage: success isn’t guaranteed, but attempting new methods fosters trust and engagement. Since its inception, Life Cycle has attracted 300–600 attendees per week, and managers are now starting to integrate the content into team meetings and in workshops to broaden participation. 

Perhaps the most impressive outcome has been the increase in employee ownership and initiative. Staff are now proactively reaching out to leaders like Pål Eikeseth, EVP Lifecycle, with suggestions to improve processes. This is a clear indication that communication can directly influence business performance and operational efficiency. By leveraging communication strategically, Aker Solutions has turned storytelling and employee engagement into tools for driving operational excellence.  

Ruth emphasizes that Communication is an enabler for driving cultural change and a support for leadership. Still, it is the direct communication between leaders and employees in meetings and leadership actions that has the greatest impact. 

Morning Focus 

Networking and peer focused events, like Morning Focus, are invaluable for communication and marketing professionals as they provide a space to pause, reflect, and learn from innovative leaders who are challenging traditional practices.  

The session reminded us that courage and creativity are the building blocks for bold communication strategies. And bold communication has the power to transform how organisations operate. For those in internal communications, the insights Ruth shared are immediately actionable: from creating inclusive formats to experimenting with playful storytelling. 

If you missed this session, don’t worry – Morning Focus will return in November.
Stay tuned for updates!

From global shows like ADIPEC and ONS to specialist events across renewables and geothermal, securing the right location, message, and execution takes time. That’s why experienced teams start now, not later.

Our Exhibition checklist: more than just a To-Do List

With years of experience, we’ve created the Project Neon Exhibition Checklist. This is not just a list – it’s a living, breathing framework designed to get you thinking and ensure no detail is overlooked.

This checklist covers everything from the essentials (stand design, power requirements, and shipping deadlines), to the finer touches (branded giveaways, lead capture tools, and post-show follow-ups).

It includes every aspect of the event lifecycle and provides a discussion framework to ensure everyone has clarity, accountability, and peace of mind that all bases are covered.

Having spent years sharing this checklist with our clients, we’re now sharing it with you!

Download it now and be empowered! We hope it helps you, or others in your organisation understand the full scope of what goes into a successful exhibition. Use it to align teams, streamline communication, manage budgets and reduce last-minute surprises.

Get a copy of this checklist now:

Why start planning now, not later?

Take ONS 2026, for example, with the show just one year away, the countdown to ensure your presence is successful, has already begun.

 So don’t delay! Here are some reasons why early planning matters:

• More creative freedom: With more time, we can explore bold, innovative design concepts that truly stand out.
• Better budget control: Early planning allows for smarter allocation of resources and avoids last-minute costs.
• Prime positioning: Early birds often get the best stand locations, closer to foot traffic and key industry players.
• Stronger messaging: You’ll have time to refine your brand story and align it with the event’s theme and audience.
• (Almost) Stress-Free execution: Let’s be honest – planning events can feel like trying to do five things at once with a deadline ticking. When you’re considering logistics, procurement, design, campaigns and approvals, the more time you have the more you can breathe a little easier.

We’ve supported clients at some of the world’s most influential energy and technology exhibitions, including:

• OTC & ATCE (USA)
• ONS & IADC (Norway)
• Offshore Europe (UK)
• ADIPEC & MEOS (Middle East)
• AOG & EXA (Australia)
• IPTC, OTC Asia & APM (Asia Pacific)
• GeoTHERM (Geothermal)
• Global Offshore Wind (Renewables)
• EAGE & IMAGE (Geoscience)
• Norshipping (Shipping)
• AquaNor & Nor-Fishing (Aquaculture)

Whether you’re launching a new product, building brand awareness, or strengthening industry relationships, we’ve helped our clients stand out with purpose and precision.

“Project Neon made our ONS presence unforgettable. From concept to execution, they nailed every detail.” – Elisabeth Balchen Gundersen, TCO

With years of experience in sector relevant event management, we can help you with your next event. So, whether it’s a modest shell scheme or a show-stopping custom build, give us a shout if you want an exhibition partner who knows the global event landscape.

Big industry events can feel like a game of visibility: who has the biggest stand, the flashiest booth, or the boldest giveaway?

But here’s the truth – to really stand out it’s not all dependant on your presence on the show floor.

By adopting a clever mix of creativity, visuals and a well strategized deployment plan, a wider campaign can help you get the best return on your investment.

With the right mix of digital tactics, you can take your exhibition messages and campaigns beyond the show floor. Let’s explore why and how you can bring in your wider audience and ensure your brand gets noticed, beyond your physical stand.

Why invest in your digital presence?

Investing in your digital presence helps boost your brands visibility at a strategic time. Before, during and after the event, as well connected campaign builds credibility, drives engagement, and creates more measurable opportunities for growth.

Importantly it drives people towards your owned platforms, whether that is your stand or your website.

With exhibitions you never know who is going to pop by your stand, but digital campaigns deliver more specific results:

• Pinpoint targeting – reach only the audiences that matter
• Trackable ROI – get the data on what’s working
• Lead generation – build connections beyond the event week
• SEO lift – boost your visibility long after the show
• Guaranteed eyeballs – have your name seen beyond the physical stand
• Smarter spend – options for every budget
• Use repurposable content – create talking points by using videos, interviews, and articles that keep working for you. It is important to remember that content is not a ‘single-use’ item. Develop insightful content and it can be used repeatedly across different platforms and spark conversations when they matter.

What tactics should you consider?

Here are some top tips for boosting your digital presence and gaining brand awareness beyond the show floor. All of these can be deployed during events to connect and extend your message:

Own the spotlight with video interviews

Step into a professional studio, sit down with an industry editor, and walk away with a polished interview that runs on a top outlet.

Go hyper-targeted with digital campaigns

LinkedIn, Google, Schibsted in Norway – wherever your customers spend time, you can be there too. Define who you want to reach, set the budget, and let precision campaigns do the heavy lifting.

Make news travel further with sponsored articles

Got something important to say? Place it directly in front of your audience during the conference. Speak with the media sponsors of an event and ensure your updates land with the right people at the right time.

The takeaway

A physical stand might look impressive but supporting it with a connected and strategic digital presence gives you additional opportunity, flexibility, and quantifiability. By choosing the right mix of media and messaging, you can push your brand beyond the show floor, reach the right people, and make your event budget work harder for you.

If you’re an international company looking to enter Norway, visibility matters. But it needs to come through the right channels in a way that builds trust. In Norway, earned media still carries significant weight. It remains one of the most effective ways to establish credibility with investors, local partners, and future employees.

So how do you get covered by a respected outlet like Dagens Næringsliv, Teknisk Ukeblad, Aftenposten or a regional newspaper? And does this kind of media coverage matter?

Norwegians Still Read Traditional Media Outlets

Norway has one of the highest rates of news readership in the world. In 2024, 58 percent of the population read online newspapers. Among university-educated Norwegians, 80 percent follow the news daily, and 90 percent weekly.

And they are not just reading passively. Forty percent pay for online news subscriptions, placing Norway at the top of 47 countries surveyed by Reuters. Trust in media also remains high with 55 percent of Norwegians saying they generally trust what they read[1].

Positive media coverage therefore offers a unique opportunity to increase awareness and trust for your company. If you have something meaningful to say, your audience is listening.

A Different Kind of Storytelling

What often earns media attention in the UK or US, like grand announcements, bold personalities, headline-chasing angles, may go unreported in Norway. Norwegian media tends to prioritise stories that have local or national relevance. Public interest, economic impact, and policy alignment often take precedence over company promotion. Praise is measured and claims are examined carefully.

A recent BI study highlighted the subtle influence of Janteloven (the Law of Jante) in Norway and how it encourages media scrutiny on ventures that fall short, debt and failed projects. The Law of Jante is a social code that discourages individual success and standing out, promoting humility and conformity instead.

As a result, celebrating company successes are rare, unless the success positively affects the country or a local economy [2].

That doesn’t mean good news is ignored. But for your company to be featured, your story must offer something concrete. Norwegian journalists look for clear connections to the local economy, jobs, technological innovation, or the energy transition. A press release on its own won’t be enough. So, think about how you can build out the story to include interview opportunities, provide data to back up the story. Of course, good imagery also helps.

What Makes News, and What Doesn’t

Media interest tends to grow when your story includes investment in local communities, knowledge-sharing partnerships, or demonstrable benefits for Norway’s energy ecosystem. Journalists appreciate transparency around risks and outcomes, realistic projections, and a tone that avoids hype.

An example is when we collaborated with UK based BIG Partnership to manage local media activation for their client STR, announcing the opening of their new Norwegian facility. The result was a well-rounded media footprint that delivered exactly what STR needed: visibility in key outlets that matter to their industry and community. Coverage was secured in Energi24, Maritimt Forum, Haugesund Avis, and Radio Haugalandet, offering a blend of trade credibility and local resonance.

This media activation shows that when the framing is clear and the relevance is strong, international companies can gain meaningful visibility in Norwegian news outlets.

Want to Be Featured in Norwegian Media?

At Project Neon, we can help you tell your story in a way that fits the Norwegian context. We work closely with international companies to clarify their message, identify relevant outlets, and shape stories that speak to Norwegian values and priorities.

We guide you on tone, timing, and approach. We help you focus on what matters to local readers, from innovation and job creation to long-term contributions to the sector you operate in.

We are based in Norway, but our experience is global. We understand the expectations of both international executives and Norwegian journalists, and we know how to bridge that gap. Done right, media coverage can do more than raise your profile. It can open doors to new partnerships, signal long-term commitment, and build trust with the people holding the power to shape your current or future investment in Norway.

That’s what we help can you achieve. Not with spin, but with real stories that resonate.

[1] https://www.ssb.no/kultur-og-fritid/tids-og-mediebruk/artikler/norsk-mediebarometer-2024

[2] https://www.bi.no/forskning/business-review/articles/2022/01/skal-vi-fa-mange-suksessfulle-grundere-ma-det-bli-kult-a-feile-ogsa/

There’s something about the middle of the year that invites reflection. Maybe it’s the summer slowdown, or the calendar whispering that you’re already in Q3. Whatever the reason, July is the perfect time to pause, take a breath, and ask the necessary question: Is our marketing strategy for 2025 still working?

Often, the warning signs are subtle at first. Social engagement begins to dip, your posts aren’t sparking conversations, and your audience feels quieter than usual. At first, it might just seem like a seasonal lull. However, if you dig a little deeper you might find a brand voice that no longer resonates, or visuals that haven’t evolved while your competitors have.

One of the clearest indicators that it’s time to realign is internal disconnect. If your sales team is bypassing marketing materials, it’s likely because they don’t see their value. Maybe the tone doesn’t match how customers talk, or  the visuals feel repetitive. Whatever the cause, this kind of misalignment can impact your team and potentially weaken your presence in the market.

A marketing audit involves a systematic and objective analysis of the different marketing materials and channels, and their alignment with the organization’s value proposition and goals. Consider it a thorough check-up of your marketing endeavours, aiming to identify strengths, weaknesses, opportunities, and threats. We’ve listed the benefits of doing a marketing audit in more detail here.

At Project Neon, we help teams rediscover their voice, reconnect with their audience, and realign their strategy. An example of this is how we helped shape TCO’s identity and presence on LinkedIn – leading to a significant growth in followers and engagement. Read the full case study here.

If you want to have a quick look into your own strategy this summer, we’ve created an easy-to-use guide that you can use to evaluate the relevance of your own brand strategy.

This month, Stavanger’s Gladmat Festival returns. Drawing hundreds of thousands of visitors and over 100 food exhibitors. For brands, it’s more than a festival. It’s an opportunity to build connections and relevance.

This isn’t just clever branding, it’s high-ROI strategy. When brands create cut through and align with memories, they drive loyalty, seasonal sales, and lasting relevance. The result? Long-term revenue growth.

For CEOs, the message is clear: strategic marketing isn’t a cost – it’s a competitive investment. Being remembered beats being seen. And being chosen beats both… So as Gladmat is preparing for its 2025 festival, here’s a few examples of how food brands have created cut through:

TINE: The ROI of Showing Up Where It Matters

Since 1998, TINE has been more than a dairy brand – it’s been a fixture of childhood summers through TINE Fotballskole. By backing local football programs across Norway, TINE didn’t just sponsor a holiday activity, the brand became part of growing up.

Tens of thousands of kids wear TINE-branded kits every year, turning casual matches into meaningful brand moments. But the real value lies in consistency: TINE shows up where its core values- childhood, health, and community -naturally live.

This is grassroots marketing done right. Hyper-local, emotionally resonant, and long-term. The result? A brand trusted not just for its products, but for its presence.

Kvikk Lunsj: The ROI of Ritual

Since the 1930s, Kvikk Lunsj has positioned itself as fuel for the outdoors,but it’s on Norway’s snowy trails that the brand truly delivers. Wrapped in its iconic red, yellow, and green stripes, it’s become as expected on a ski trip as wool socks and a thermos.

This isn’t just nostalgia, it’s strategic marketing. Kvikk Lunsj has embedded itself into national habits, making the leap from product to ritual. It’s not a chocolate bar you buy; it’s one you pack. By aligning with lifestyle moments and showing up consistently, the brand earns loyalty, seasonal spikes, and long-term relevance-proof that memory builds margin.

Food is universal, across markets and cultures. Creating cut through with events is not just limited to Norway.

KFC Japan: The ROI of Cultural Opportunity

In a country where Christmas isn’t traditionally celebrated, KFC saw white space—and filled it with fried chicken. In 1974, the brand launched its now-iconic “Kurisumasu ni wa Kentakkii!” (“Kentucky for Christmas!”) campaign, positioning KFC as the festive meal for families without set traditions.

This wasn’t just clever—it was insight-driven. The campaign tapped into a cultural gap, offering a joyful, shared experience at a time of year centred on togetherness.

By aligning its brand with a new cultural ritual, KFC didn’t just boost seasonal sales—it created one of the most successful examples of brand-led tradition building. The result? Market dominance every December and decades of emotional resonance.

What B2B Brands Can Learn from the Food Brand Masters

Although food brands are B2C, strategic thinking and learnings can be applied across sectors.

In our core markets (energy, maritime, aquaculture and technology), the stakes are high and the audience’s niche. However, the principles of standout brand building remain the same:

• Be present where it matters: Just as TINE shows up in grassroots football, B2B brands can connect at industry events, training programs, or through long-term community involvement. Visibility is strongest when it’s connected with relevance.
• Build rituals, not just recognition: Kvikk Lunsj turned chocolate into a cultural habit. What moments define your customers’ routines? Find them. Own them.
• Spot the cultural gap: KFC in Japan didn’t wait for permission to be part of the holiday season, it created the moment. B2B brands can do the same by spotting unmet emotional or operational needs and creating category-defining responses.

In a crowded market, standing out isn’t down to luck, it’s built with strategy.

Brand Consistency Without the Chaos

Still digging through shared drives or Slack threads for the right logo? Or wondering if that blue is the blue? We get it. Keeping your brand consistent shouldn’t slow you down – and it doesn’t have to.

That’s where Brand Kits come in. Think of them as mission control for your brand. They are one central place for all your essentials: logos, fonts, colours, templates, and usage rules. No more second-guessing. Just fast, confident, on-brand design every time.

Make Brand Clarity Effortless

Brand Kits don’t just store your assets – they bring structure. Add notes and usage rules directly into the kit. What logo goes where. Which fonts to stick with. When not to use that secondary colour. No dusty PDFs or tribal knowledge – just clear, built-in direction.

It’s brand consistency, built into your workflow.

One Platform, Every Brand

Running multiple brands, campaigns, or regions? Brand Kits scale with you. Switch between kits in a click. Each one stays clean, organised, and tailored to its own look and rules. No mix-ups. No crossed wires.

Built for Speed. Made for Teams.

Whether you’re onboarding a new hire or working with an agency, Brand Kits give everyone what they need, and only what they need. Control access. Share links. Remove friction. No more “Can you send me the logo again?” emails.

Focus on What Really Matters

Brand Kits help teams move faster, reduce mistakes, and spend more time creating – not digging. Whether you’re building one brand or managing a whole portfolio, this is brand management that works.

The Chemistry Behind Every Strong Brand

At Project Neon, we believe consistency is just the start. The real magic happens when people, tools, and ideas align – when you find the right formula to create something unforgettable.