PGS: Centralization, Simplification & Streamlining
Rune Olav Pedersen took over as CEO of PGS on 1st September and introduced himself with an announcement that PGS has to change to survive and thrive in the current oil market. He should know. Not only has Pedersen been employed at the top levels of the Company since 2010, he has been leading the strategy effort for the last two years, and a central member of the executive management team.
The new CEO’s background is law, bringing with it shrewd negotiation skills and a capacity to comprehend complex systems and grasp the big picture without losing sight of the detail. Change is an opportunity for new growth, not something to be afraid of, he says with the conviction of experience.
Master of Change
Though not a scientist, Rune Olav has an inquiring mind that extends into the realms of technology. At school he followed a technical path and then entered a two-year officer training degree in the Norwegian navy with a major in electrical engineering, and the intention to progress to the Norwegian University of Science and Technology. The navy triggered a new curiosity in the workings of the world which led him to set his sights on a different path: the law. His leadership style seems natural, unforced and clear. He values teams and likes structures which distribute authority and autonomy, as they make it possible to achieve far more, he contends. By his mid-thirties Rune Olav was one of the youngest partners of a major Norwegian law firm. His specialization was oil and gas. This led to an engagement by PGS as legal counsel, where Reinhardsen and ultimately the Board of PGS were impressed by his judicial and personal skills. A new spark of curiosity was ignited, the catalyst for another change. Pedersen left the relatively safe sinecure of an Oslo legal partnership, to take on a new challenge including varied line organizational responsibility, combined with an executive MBA from London Business School.
What’s Happening at PGS
This week Rune Olav Pedersen announced radical cuts within PGS and a new simpler structure: Sales & Services, plus Operations & Technology. The team will be consolidated in regional European and US headquarters, with smaller satellite offices. Competent local client-facing staff will coordinate with central Imaging hubs. The fleet will focus on a fixed core of six vessels, and a flexible component of two more. Crewing of the flexible element will be based on a combination of regular and temporary employees.
Does the new organization indicate a new direction? “Yes and no,” says Pedersen. “The strategy of three markets: MultiClient, Imaging and Marine Contract based on vessel ownership and technology, is still sound, but our financial strategy is not. The Company has too much debt. We need to adjust our definition of conservative debt structure to recognize that the cycle can be far longer and deeper than we previously thought.” The organization has to be reset, he explains, to make it more efficient. “Companies over time are weakened by a static structure because the negative effects of the given priorities become visible. No structure is perfect forever. As the external environment changes, inevitably any solution becomes dysfunctional. Inefficiencies grow. The PGS organization set by his predecessor in 2010 built three strong independent businesses: MultiClient, Marine Contract and Imaging. The result included benefits in directing corporate energy, authority and focus, but also silos. The disadvantages have grown and it’s time to change.
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