Watson Fuels employs over 700 people and is one of the UK’s leading distributors of land fuels. They have been carbon neutral since 2019 offsetting the carbon footprint of their operations as part of their wider sustainability strategy.

Evolve away from product promotion and towards stories that customers can connect with

Soaring energy costs aside, customers are focused on working with sustainable businesses that are on a journey to Net Zero and are committed to helping them plan and progress their respective energy transitions. They are more value-led and ESG-conscious and have no time for traditional depictions of energy companies or greenwashing.

To appeal to this audience, marketers must adjust their brands rapidly. The whole experience - both visual and written language - must evolve away from product promotion and towards stories that customers can connect with.

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Evolving a brand can be a big ask for established firms

Whereas startups find such pivoting easy, the picture is a lot more complicated for established firms, who must:

Align silos and departments

Communicate and encourage different departments to align with the new brand messages and positioning.

Work across regions and regulators

Ensure brand values translate across all relevant languages, and satisfy regulators in all relevant regions.

Enforce consistency on multiple channels

With scale comes complexity, and firms need to remain consistent across the web, mobile, and other promotional channels.

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Migrating to the latest version of Umbraco CMS

Watson Fuels is a division of World Fuel Services, they strive to create a more environmentally and socially sustainable world through their actions, investments, and energy solutions.

In 2022 they overhauled their website while migrating to the latest version of Umbraco CMS, to create a flexible multi-site solution to align brand values across the business:

Consolidate marketing

Realise huge savings from consolidating websites.

Efficient content marketing

Reusable content blocks and wider functionality create a consistent style and streamline the workflow for editors and marketers.

On-going innovation with Agile processes

Hosted on optimised Azure hosting environments, the solution fosters further digital innovation under an Agile framework.

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"Looks like you’ve got some great folks on the Grow team, and a good way of working – well organised, continued progress, and good communication. Great!"

Ian Probert, Marketing Director, EMEA, Watson Fuels

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