Navigating Seas of Innovation and Connectivity

By Liesl Venter

For Issue 6 of Breakbulk Magazine, we sat down with Martin Helweg, CEO of P&O Maritime Logistics, to talk about his company’s competitive edge in marine solutions, its “profound” partnership with DP World, and the importance of collaboration in today’s volatile market environment.


From the exotic spices that once fueled the Age of Exploration to the cutting-edge technologies that define our digital era, shipping has consistently catalyzed innovation, sparking the rise and fall of civilizations and forging unbreakable links between societies.

For Martin Helweg, CEO of P&O Maritime Logistics (P&OML), shipping underpins the very essence of our interconnected world. “It’s not just about moving goods from one place to another; it’s about building connections, fostering collaboration, and enabling progress on a global scale.”

It’s an industry that captured his imagination early in his career. It was while working in London, equipped with a Masters in Business Administration from the Copenhagen Business School, that Helweg discovered the world of shipping – one of the few industries to provide avenues for involvement in international settings rich with diverse cultures, an integral requirement for his wanderlust-fueled heart and curious mind.

“Having spent most of my career in the shipping industry, I’ve realized that the essence of our value proposition rests in the transformative differences we affect in the lives of everyday individuals across the globe. Shipping is the vital link between nations, economies, global trade, and energy networks.”

His enthusiasm and unwavering dedication to driving change through his daily work is unmistakable. His commitment shines as he speaks about the profound sense of purpose derived from bolstering local economies, enabling them to engage with the global trade and energy sectors.

“In this dynamic landscape, where diverse cultures intersect, and myriad business methodologies thrive, each day becomes an opportunity for learning,” he said. “The sheer variety ensures that no two days are alike."

Helweg has spent over 15 years in marine service solutions working for Svitzer, an A.P. Moller-Maersk company, in regional CFO and CEO roles across the Americas, Europe, the Middle East and Asia. Before taking up the CEO position at P&OML, he headed up its global operations for several years.

Offering a value proposition to customers, the company focuses on providing marine logistics solutions across three strategic segments – offshore, port services and bulk transport – delivering capabilities across industries, with safety and the environment at the forefront. A core focus is the optimization of offshore logistics for energy companies, Helweg said.


Driving Innovation

“We’ve come to understand that solutions are inherently unique,” Helweg said. “Our role involves bridging the initial and final stretches, seamlessly integrating them into the broader supply chain solution.”

In today’s rapidly evolving business landscape, embracing innovation in the logistics sector is crucial for staying relevant and gaining a competitive advantage by streamlining operations, enhancing efficiency, and meeting the ever-changing demands of customers.

“The juncture where our value flourishes is precisely where innovative solutions take root,” Helweg said. “It is critical to reimagine the utilization of our assets and determine what we can do differently to meet the needs of our customers.”

Logistics has moved beyond the realm of just delivering the obvious solution. It’s about discerning the aspirations of one’s customers, envisioning novel approaches, and collaboratively unravelling the challenges to be conquered.

Helweg believes that P&OML is uniquely positioned in the maritime logistics industry to reshape the market and deliver these solutions. “Our affiliation with DP World affords us global reach and strength and allows increased investments in the fleet, technology, and innovation. It is a strength that we continue to leverage to deliver maximum value to our clients and stakeholders.”

The company owns and operates approximately 400 vessels and provides a broad portfolio of value-added marine services. The ability to integrate these offerings for its customers is an important distinguishing factor.

“Our approach hinges on collaboration and the cultivation of partnerships. It is about delivering value within high-pressure landscapes where the imperative for efficiency is high.”

This often necessitates addressing challenges through a fresh and distinctive lens. Such was the case for a large oil project in Kazakhstan where the client wanted to double production volumes. “The initial directive entailed the transportation of assembled modules using tugboats and barges within a river system. The ultimate solution culminated in conceiving and constructing 17 dedicated vessels – our Multi Carrying Vessels (MCVs) - tailored for the transportation task.”

This innovation enabled an enhancement in their logistical supply chain, accelerating it by 40 percent. Simultaneously, it achieved a 30 percent reduction in fuel consumption. Moreover, the transformation meant the oil company could now construct more substantial modules in regions where their confidence in build quality was unwavering—shifting from conventional stick-building methods to assembling larger modules beyond the confines of Kazakhstan.

“The journey was immensely fulfilling,” Helweg said. “It commenced at one juncture and concluded at an entirely different destination. What holds significance is that the solution forged was unprecedented—a feat never before accomplished. It entailed walking hand in hand with the customer, and there were many uncertainties as we ventured into uncharted waters. Yet our unwavering trust in the prowess and experience of our team allowed us not only to deliver the solution but to do so ahead of schedule.”


Customer Centricity

Cultivating a deep understanding of clients’ needs is a cornerstone of success for P&OML. “To achieve solutions that enhance efficiency, satisfaction and foster enduring partnerships, it is imperative that we delve into a comprehensive understanding of our customers’ desires. Our dedicated commercial team invests substantial effort in meticulously charting our clients’ needs. This entails an extensive initial inquiry, surpassing the rudimentary framework typically outlined by a procurement department at the project’s inception.”

In sectors like projects, especially within the offshore energy realm, a profound comprehension of the project’s objectives is a pivotal determinant of success. “Merely adhering to the requisites laid out by procurement in the logistics domain might confine success to securing the lowest transportation cost,” he explained. “The true essence, however, lies in discerning the broader panorama, crafting solutions that seamlessly align with those comprehensive requisites, ultimately leading to an invaluable contribution.”

He said that the company’s competitive edge is founded on its unique perspective towards clients. This approach involves meticulously mapping their needs and pertinent factors, ensuring precise delivery aligned with those requisites.

“Integral to this endeavor is our profound affiliation and partnership with DP World, an invaluable asset to our company. As one of the world’s largest and most influential infrastructure entities in ports and trade, DP World’s extensive reach empowers us to cater to an even broader spectrum of audiences. We tap into DP World’s immense size and scope, leveraging its unparalleled expertise to enrich our offering.”

For Helweg, the distinction of P&OML’s success lies in its ability to craft tailor-made solutions that navigate challenging waters and execute them promptly, minimising delays and effectively managing costs.

The company is actively aiding Saudi Arabia’s endeavor to diversify its economy beyond hydrocarbons, a venture involving offshore transportation and installation of hotel pods. Meanwhile, in Papua New Guinea, it plays a crucial role in facilitating the export of precious resources, including gold and copper.


2023 and Beyond

Logistics and maritime companies are under mounting pressure to retain their relevance in an ever-evolving world where the growing importance of sustainability is reshaping the landscape.

“As a sector, we have a major responsibility towards delivering energy sustainability, and while countless initiatives are already in motion, and substantial efforts are underway to align the industry with sustainable practices, we still have a long way to go.”

Helweg believed it is naive to assume that a singular, straightforward solution exists. “Sustainability stands as unequivocally the most formidable challenge facing our industry. Its prominence will transform it into an imperative for upholding a ‘license to operate,’” he forecasted. “Without a clearly defined roadmap and robust sustainability programme, we risk forfeiting that license.”

In tandem, an enduring challenge persists—the volatile market environment. “The commercial terrain is undergoing profound shifts. The significance of collaboration is growing, necessitating companies to embrace a level of agility unprecedented in previous scenarios,” he said.

The final challenge, closely tied to sustainability, revolves around talent acquisition. “Shipping has faced significant hurdles in attracting women to our sector, and the outreach to younger generations has also proven a challenge,” he said. Coupled with the intricacies of technical markets and the sometimes unaligned commercial aspects, the industry’s efforts to draw in fresh talent have been complex. “The true challenge rests in maintaining agility, fostering innovation, and broadening perspectives beyond the immediate product.”

His vision sees mere vessel ownership as no longer sufficient. “We aspire to transcend that and cultivate seamlessly integrated solutions, where as an entity we are deeply woven into our customers’ supply chains.”

The goal is to assume a more expansive role worldwide, focusing on transportation’s crucial first and last segments. In the wake of the Covid-19 pandemic, as the world has gained a heightened appreciation for the significance of supply chains, the market’s landscape is shifting towards heightened competitiveness.

“The demand for efficiency is immense,” he said. “While the challenge can be daunting, it also presents a substantial opportunity for us to enhance and catalyze change by embracing innovative perspectives.”


DP World is the host port for Breakbulk Middle East 2024, taking place on 12-13 February at the Dubai World Trade Center in the UAE.