INEOS Group

INEOS is a global manufacturer of petrochemicals, with annual revenues of $55bn. In addition, it’s a top 10 player in North Sea exploration.

In recent years, INEOS has seen rapid growth, and as a result of this, its online presence no longer reflected the organisation’s size, stature or significance within its global (and continually expanding) markets.

Due to MTM’s long-standing relationship with INEOS and its numerous consumer brands, our team was chosen as the sole digital provider to deliver a comprehensive website project. This project consisted of integrating over 1,000 pages and 28 separate INEOS businesses into a single, easy-to-navigate online hub, which would provide the platform for INEOS to establish more mutually beneficial relationships with its stakeholders.

In addition, a fresh design was required to reflect INEOS’ updated brand guidelines (developed together with the MTM team), and as part of this redesign, one key goal was to ensure that the brand’s signature Britannia blue was consistently featured across all digital channels. It was essential to explore how to utilise the new design to not only reflect the brand’s growth, but retain INEOS’ heritage.

Despite the need to adapt the existing online presence due to rapid growth, ensuring the new website platform was futureproofed and upgraded to the latest version of Optimizely software was crucial.

As part of the process, MTM’s challenge was to establish that INEOS remained ahead in its digital landscape and was fully prepared for the change from Optimizely 11 to 12. The size of the project was also not to be underestimated, with thousands of pages written in multiple languages for each URL.

MTM assisted INEOS in designing, developing and evolving the corporate website, introducing new functionality and best-in-class systems in order to meet its objectives. Implementing Optimizely 12 provides a flexible platform that INEOS can use to support its existing brands and continue to expand, blending seamless user and editorial experience.

In addition to the upgrade and redesign, the new site incorporates several bespoke features, including an improved dynamic interactive mapping solution, live-action video, animation and related content to provide a richer user experience.