SSE creates ‘marketing academy’ to equip marketers for challenges ahead

SSE is forming an internal marketing academy as it puts its marketing department front-and-centre of its efforts to restore customer faith in the brand.

SSE-Logo-2013_460
SSE is creating an internal marketing academy to help deliver its new marketing strategy.

The energy provider says the training academy will launch into all areas of marketing. It will then shape around specific areas of capability such as digital and CRM to carry out its retail business plan to compete more on value services rather than price.

All of SSE’s marketers will undergo the programme, including new recruits, creating a common culture and language for future marketing efforts. No other business divisions have launched an internal scheme with the energy firm turning to its marketing division to combat anger from consumers over rising energy bills, sustainability and reliability.

A spokesman for SSE says: “The academy is being developed specifically by the marketing team to help maximise its potential and equip our people for the challenges that lie ahead.”

It is one of a string of changes to the company’s marketing offering since the appointment of former Mars and P&G senior marketer Jenny Ashmore as its first CMO last summer.

Chartered Institute of Marketing (CIM) president Ashmore is steering the programme. SSE says it is working with the CIM alongside marketing consultancy Oystercatchers to ensure the academy is “externally recognised” and is a valuable addition to each “individual’s development”.

It reflects a wider shift that has seen some company’s emerge from a period of stringent limits on marketing costs with limited brand management expertise. Companies are exploring how they can get a tighter grip on the fragmented media landscape and nurture their own marketers. Morrisons is gearing up to launch its own academy next month, citing the need to offer professional training to young talent to prevent them from moving to rival brands.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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