JSW Drilling - 121 Group

JSW Drilling

JSW is one of Australia’s largest and safest drilling companies. Specialising in the provision of drill & blast, exploration drilling, and grade control drilling; JSW is an industry leader in safety and efficiency. Since 2018 121 Group has been acting as JSW’s outsourced marketing department providing full strategy and execution across all on- and offline platforms.

Comprehensive brand and marketing strategy and execution


Qualified leads generated in 2021 lead generation campaign

Provision of professional tender-winning toolkit


JSW required a complete brand refresh and repositioning to drive and support its business development objectives, engage key prospects and deliver winning tender applications.

The Solution

Engaging our strategic brand and marketing team, we undertook a deep analysis of the JSW brand, positioning and market perception which incorporated internal and external surveys and further research to uncover weaknesses and opportunities. Insights from this phase shaped the brand and marketing strategy and activation plan across all stakeholder touchpoints.

A comprehensive brand toolkit was designed including key elements such as a capability statement, website, tender template and social platforms to arm the tendering team with tools that would deliver a compelling and lasting impression on prospective clients.

In tandem, employee engagement campaigns were carefully designed and executed to improve communication and boost morale.

The Result

JSW has achieved significant brand recognition in the market and now counts some of WA’s – and the world’s – largest mining companies among its partners, including Rio Tinto, FMG, Alcoa and South32.

121 continues to act as an extension of JSW’s business, providing ongoing marketing and communications advisory and services in all areas via annual plans and budgets to support the company’s goals.


Let us help you grow your mining business faster with proven and robust digital marketing solutions.



Level 7/222 Exhibition St, Melbourne VIC 3000


Level 32/152 St Georges Terrace, Perth WA 6000


100 Harris St, Pyrmont, NSW 2009

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