Certas Energy retains Lda for complete digital overhaul


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Fuel giant Certas Energy has retained Manchester-based creative agency Lda, to work in partnership with Certas Energy, DCC group member companies and supply partner agencies as the strategic and development lead across all Certas Energy’s digital platforms, both public and non public facing.

MediaCity-based Lda is providing Certas Energy with strategy, content, creative and tech, to develop a new digital presence across both B2B and B2C markets as well integrate highly complex industry-standard software for Certas Energy’s extensive network of staff, distributors and customers in the heavily regulated fuel trade.

Certas Energy, part of FTSE-listed DCC, supplies billions of litres of fuel in the UK every year, and employs 2,500 people. Its digital marketing manager, Michelle Kay, explains the complications of building a digital presence for an organisation of this scale:

“With so many stakeholders involved and so many aspects to the core build, we needed an agile development process that could handle regular updates, improvements and changes. In an industry that never stands still this is particularly important, and so during the build phase we need the flexibility to adapt as requirements change. We also where possible need to future proof the core technical specification to cope with inevitable evolution.”

“I knew Lda were experts at this, having previously worked with them at Bank of America. Having come from the highly compliance-driven and competitive world of retail banking, I wanted to set a similarly high digital benchmark for Certas Energy and I knew Lda would be the right partner.” Michelle KayMarketing Manager

Andrew Eccles, Director of Lda adds: “This project would not be possible without genuine customer insight such as user personas and customer journey mapping, before the creative process can even begin. But the real challenges will lie in integrating the client’s huge network and industry-standard technology, such as the fuel sector’s CODAS software to manage stock control, distribution, payments, CRM and compliance.”

Michelle Kay concludes: “We are now at the beginning of our development roadmap and already the board are impressed by Lda’s partnership approach. They are taking us through each step in a manageable and transparent way, and involving all stakeholders in a truly collaborative way."