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December 10 2018

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www.joc.com Cover Story Special Report December 10 2018 | The Journal of Commerce 33 Caribbean and Central America Logistics marking off of what MCC had done in Asia. SeaLand had a soft launch in the intra-Americas market in 2014 and went live Jan. 1, 2015." The original incarnation of SeaLand was founded in 1960 by the "father" of container shipping, Malcom McLean, then sold to RJR Reynolds, then to CSX, then to Maersk. The brand name was retired by Maersk in 2006. Prior to the recent global re- branding decision, Maersk's three intra-regional entities had already been communicating with one another, so the new structure rep- resents the status quo in that regard. "There has been a meeting to share best practices every month be- tween myself and the heads of Seago and MCC, and also between the people that run each of our trade, operations, and customer service departments," Mygatt said. The Maersk group's three brands in the Americas region — Maersk Line, SeaLand, and since December 2017, Hamburg Sud — have differenti- ated themselves and minimized over- lap. "In the intra-Americas, it's only two brands: SeaLand and Hamburg Sud." Maersk Line has east-west main- line routes that traverse the Americas, but "Maersk does not trade in the intra-Americas; SeaLand represents Maersk in this market. "From a go-to-customer per- spective, we haven't changed a thing [at SeaLand since the Hamburg Sud acquisition]," he continued. "We have completely different customer bases, so the impact has been basically zero. Services rationalized "But we did look at the network, and we have done some things to THE STORIED SEALAND brand, resur- rected by A.P. Moller Maersk three years ago as a regional operator, has gone global. Fairplay, a sister brand of The Journal of Commerce within IHS Markit, spoke with Craig Mygatt, managing director of SeaLand Americas, about the rationale for the branding change, current market con- ditions, and the challenges ahead. Maersk's intra-Americas carrier, SeaLand, was renamed SeaLand Americas – A Maersk Company on Oct. 1. Maersk's intra-Asia compa- ny, MCC Transport, was renamed SeaLand Asia, and its intra-Europe company, Seago Line, was renamed SeaLand Europe & Med. The Americas division has 30 chartered-in vessels, there are 90- plus chartered-in and Maersk-owned ships in the Asia unit, and 40 to 50 chartered-in and Maersk-owned vessels in Europe, Mygatt said. "If you look back through histo- ry, the SeaLand brand name is quite strong. The company found that it really resonated with the custom- ers," he explained. "Another reason to bring all three under one brand is that in previous years, if there was a digital platform for one of us, we had to do it for each of the other two separately. Now, anytime there is new digital infrastructure, we can do it all in one go." The changes involve purely brand- ing, not operations, he emphasized. "We've kept the same management teams, the same go-to-market strat- egies, and the same infrastructure in place," Mygatt said. He added that the branding decision "is also good for us because it reaffirms to the market that this [SeaLand] is working. It reassures everybody that this is something we want to build on." Three become one Recounting the history of the three regional entities, he said, "MCC was a Maersk company based out of Singapore that started up in 1993 as a feeder-type operation and evolved as they rolled it out in 2009 as also handling the commercial business for Maersk Line in the intra-Asia market. Seago came into play in 2011 as a separate intra-Europe carrier bench- Back on the world stage From inception to retirement to 're-sail,' SeaLand has global reach once again By Greg Miller

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