Following a major reorganisation last year, British Gas is gearing up to transform into a digital-first, service-led business – rather than an energy company – through the launch of its reward scheme, a move away from price and a focus on smart homes.
British Gas is launching a campaign to promote the government’s smart meter initiative, which aims to provide more accurate and transparent energy bills, and hopes to distance itself from its role within the big six energy brands.
Tech brands have knocked food and drink favourites out of the top 10 storytelling rankings, and UK supermarkets fare even worse. Marketing Week examines how increased ad investment has boosted tech’s standing.
British Gas is evolving its “Planet Home” marketing campaign to push all the products and services it offers customers to help keep their house warm as part of efforts to tell one story about what the British Gas brand has to offer.
The judging panel for the Data Storytelling Awards, which looks to celebrate how brands are using data to bring their stories to life, has been announced, with the deadline for entries only one week away.
Marketing Week recently reported that organisations are turning to ‘generalist’ marketers who can work across all channels and have a rounded set of skills, rather than choosing specialists. So what does this mean for marketers’ training needs?
Marketing-led service initiatives by the Big Six energy companies have a long way to go according to new research from consumer watchdog Which? that suggests the companies are still failing customers in terms of service and value for money.
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.