Adam Morgan on energy transition
From Adam Morgan, Director of Global Communications & Marketing at Bristow Group · · Above the Clouds: Stories from the Boardroom
“The energy transition is real but will take a long time. Offshore energy needs will remain significant, though automation may reduce the number of people offshore, impacting our flights and revenue.”
On , Adam Morgan, Director of Global Communications at BRISTOW GROUP INC, spoke about energy transition during Adam Morgan, Director of Global Communications & Marketing at Bristow Group on Above the Clouds: Stories from the Boardroom.
About Adam Morgan
Adam Morgan, Director of Global Communications and Marketing at Bristow Group, appeared on the podcast "Above the Cloud: Stories from the Boardroom" on April 17, 2025. During the interview, Morgan discussed Bristow's operations, describing the company as a publicly traded firm under the symbol VTOL that operates helicopters. He identified advanced air mobility with battery-powered aircraft as a future growth area, stating that quieter, smaller aircraft will open new markets. Morgan described avoiding commoditization as a key challenge, arguing that while safety is the "price of admission," the company must showcase its value rather than compete solely on cost. He characterized the energy transition as a long-term process and noted that offshore energy needs will remain significant, though automation may reduce the number of people offshore. Morgan also shared perspectives on marketing and workplace culture. He emphasized the importance of knowing one's audience and creating detailed personas, and stated that strategy must precede tactics. On the topic of artificial intelligence, Morgan said that AI tools are used for translation and proofreading to increase efficiency, and remarked that "AI is not going to take your job; the person who knows how to use AI better than you will." He advised those starting in marketing to be curious, learn from veterans, and gain deep knowledge of their company or client. Morgan also stressed the importance of having fun at work, noting that marketing can be both challenging and creative.