CR Mining is a global mining technology and productivity engineering company with a strong home market in Australia and expansion plans in to North and South America. CR Mining products range from high-tech excavator buckets accessories through to productivity software that allows engineers to optimise operations across a mine. The company brand had been through organic revolutions a number of times in the years before we were engaged by them.


CR Mining approached Next Thursday to align their brand as well as its product advertising between its “digital” and “mining” divisions and their products.

With generational change in management in the booming resources industry – the brand needed to get itself organised before embarking on a campaign to advertise its evolved products and stay at “top of mind.” To unify marketing and advertising activities, the agency developed a new positioning for the brand.

We were also asked to develop a media response to promote the brand in Australia and to support its expansion into the Americas.


First off, a tidy up of the word mark was required. New logo options and treatment were prepared and presented with the final versions unifying the two business divisions. Brand positioning lines were also developed with the territory “Mining by Numbers” begin selected. The “Mining by Numbers” positioning reflects the combined offering of CR Mining:

  • Mine productivity software
  • Ground engaging technology
  • Component tracking technology
  • Drilling optimisation

The agency developed a global media schedule geo-targeting mining engineers:

  • Roadside advertising in the USA, South America & Perth
  • Airport terminal advertising in the USA, South America & Perth

The digital component of the schedule included display and LinkedIn advertising targeting:

  • Mining content
  • Keywords relating to mining