Mott MacDonald

With a score of 6.18, the last of the top 50 is Mott MacDonald – a global engineering, management and development consultancy company.

Mott MacDonald scores highly for tailoring its proposition across stakeholder groups with detail on both functional and emotional benefits. It also instils a great sense of ownership, accountability and pride among its employees by being the world’s largest employee-owned business with 20% of global employees owning shares in the company. The digital brand experience is also strong. From a technical aspect, the corporate website provides users with a seamless and engaging digital experience. Mott MacDonald could easily improve its overall brand by better explaining the brand idea ‘Opening opportunities with connected thinking’. While the purpose ‘To improve people’s lives by providing professional and construction services in the built and natural environments, and in social and economic development’ demonstrates a good level of ambition, it feels long-winded, somewhat lofty and disconnected from the central brand idea. The brand receives the lowest score for its visual style. The palette has too many differing colours and does not reflect the brand’s personality. Additionally, poor-quality images are utilised widely across the corporate website.