British Gas hands Carat £24m domestic account

Carat has won the £24m media planning and buying account for British Gas’ entire domestic products and services.

The agency triumphed after a four-way battle that pitched incumbents Carat and OMD UK against MindShare and Zenith. Nick Smith, British Gas director of marketing and strategy, oversaw the pitch.

Parent company Centrica also owns the AA, financial services brand Goldfish and telephone company One.Tel. It has indicated that while these separate media accounts might be up for pitch at a later date, there are no plans to consolidate the business. Zenith Media works on the AA account, Manning Gottlieb OMD handles the Goldfish account and All Response Media works on One.Tel.

British Gas has seen its household gas customer base shrink in recent months because of competitive pricing from rival suppliers. The company introduced price rises averaging 5.3 per cent in January.

In April, the company launched a television campaign aimed at positioning itself as a home management brand. The 60-second ad, created by BMP DDB, highlighted the full range of energy, telecoms, heating and security services and carried the strapline: “There’s no place like a British Gas home”.

Former British Airways brand senior manager Jane Bednall is to join British Gas in the newly created role of head of brands, reporting to head of marketing Andrew Mann.

British Gas has recently appointed Doug Richards, finance director of Centrica’s Goldfish business, to the new role of head of customer retention (MW last week).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here