British Gas van revamp first stage of modernisation plan

Utilities firm embarks on a ’transformational journey’ to improve public perception.

British Gas
Driving change: British Gas wants to overturn its ‘old-fashioned’ image, and increase multichannel presence

Efforts by British Gas to shift public perception of the utilities company by rebranding its fleet of vans is part of a “change agenda” to transform the business, says brand director Dean Keeling.

Keeling says the next three to five years will be a “transformational journey of the business, brand and reputation”.

The rebrand of its 10,000-strong fleet of vans is a “symbol of change” for British Gas because they are the brand’s local touchpoint with customers around the UK.

Despite improving what Keeling calls the basics of customer service, halting declining market share and growing customer levels in the past three years, Keeling says there is still a lot for British Gas to do and inducing “a reappraisal of the brand in customers’ eyes” is one of the challenges.

He says that because British Gas is a former monopoly, everyone has heard of the brand but it is often viewed as old-fashioned. The company’s mission is to systematically modernise every aspect of the business and make customers feel more positive about the brand – from the high-impact interactions through bills down to minor areas of disgruntlement.

Keeling believes that the utilities sector is catching up with other sectors, such as retail, in terms of becoming more multichannel.
“Multichannel is successful for retailers because it gives customers choice. The same should be said for utilities. We should be available where the customer wants to interact.”

He says British Gas has become more multichannel through billing formats and iPhone apps as well as initiatives such as its customer panel and “British Gas Living Room” concept, which returned the brand to the high street to give customers a face-to-face connection channel.

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