Knights MPR has been appointed by Total Lubrifiants

Knights MPR has been appointed by Total Lubrifiants to help boost the company’s global position in marine lubricants and marine fuels.

A UK-based communications and PR agency has secured a major contract for two business divisions of the Total Group in Paris, France – the world’s 4th largest major energy operator.

Knights Media & Public Relations (Knights MPR) will provide public relations and communications expertise globally for both Total Lubmarine and also Total Marine Fuels Global Solutions.

Strengthening the agency’s marine and energy credentials further, Knights MPR’s remit will span both digital and traditional media with content creation and seeding via its in-house support.

Founder and CEO, Jason Knights, says: “We are delighted to be selected by Total Lubrifiants and thrilled to have secured a contract for two business divisions of the energy major that are making a big difference to the shipping and energy industries for cleaner and sustainable marine lubricants and fuels.”

Knights MPR, which specialises in taking a ‘journalist’s eye view’ of client challenges, beat tough competition for the contract thanks to their close links in both the marine and energy sectors having had experience across the supply chain.

Serge Dal Farra, Global Marketing Manager of Total Marine Lubricants says: “The year ahead is critical for us as a business, and the complexities around the market in terms of economics, technology and compliance means we have very high expectations on what needs to be achieved. Knights MPR’s understanding of our needs and outlook mirrors our own. From the outset we have understood each other very well. There are ambitious business plans across all our marine sectors as well as power plants, so there is a need to provide a deep level of insight and thought-leadership on our expertise in all these markets. What has been achieved by Knights MPR is a very promising start.”

With a wealth of experience in shipping, maritime and energy, this latest contract is the perfect complement to Knights MPR’s existing portfolio of non-competing clients.

“Total is a front-of-mind globally recognised industry name and being part of their team and contributing to their growth journey will be a real pleasure,” says Knights. “It just goes to show how a small UK agency that is dynamic and creative can win work on an international stage. We’ve started to make a real name for ourselves across Europe with contracts in Finland, the Middle East and in the UK.”

As Total Lubmarine and Total Marine Fuels Global Solutions prepares for their next phase of growth, Knights MPR believes the time is right for Total to take its brand building, external communications, PR activities and event programme to ‘the next level’.

“The power of our approach helps companies to identify, clarify and shape their business purpose, and together with Total we are creating a communications-led approach that gains competitive advantage and boosts the bottom line. The benefits are not just commercial. Our expertise helps companies like Total accelerate market engagement, inspire innovation, and build customer and brand loyalty.”

Total Lubmarine has delivered marine lubricants and services since 1952, and today cover more than 7,000 vessels and 1,000 ports, providing a pioneering range of marine oils, greases and innovative solutions to the shipping and power plant industry. Total Marine Fuels Global Solutions is the marine bunkering arm of the Total Group, and the company has been operating worldwide bunkering activities since the 1980’s. Its headquarters are located in Singapore, with two other offices in Paris and Geneva.

Knights said: “Both the marine lubricants and the marine fuels markets are facing challenges stemming from market economics, new regulations, technology evolution, and the need for greater sustainability. Competition is high but while these markets are undergoing huge transformation, we consider these changes as bringing opportunity, especially from the perspective of sustainability. Innovation for alternative technologies are anticipated to add value given the recent IMO 2020 regulations. The market is also experiencing new build activities for vessels and more value can be created in dry-dock activities. It is a reason why strong public relations activity is needed. 2020 will be an exciting year.”

Jason Knights is the Founder and CEO of Knights Media & Public Relations [Knights MPR]. He set up the company in June 2019 following eleven (11) years as Head of Communications and Media Engagement for Lloyd’s Register. Within 6 months Knights MPR has worked with a number of global clients in Finland, UK, Middle East and now in France with Total Lubmarine and also Total Marine Fuels Global Solutions. His contribution has been peer reviewed and recognised by the Public Relations and Communications Association’s (PRCA) National Awards 2018, the Gartner Communication Awards 2019, and in the 2019 Chartered Institute of Public Relations (CIPR) Awards.