British Gas says goodbye to Wilbur the penguin as it overhauls brand positioning
Sarah VizardBritish Gas says its new marketing campaign is a “seismic shift” as it looks to shift consumer perceptions, as well as drive reappraisal and consideration.
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Marketers must follow The Guardian and stop enabling oil brands’ hypocrisy
Mark RitsonAs The Guardian stops taking fossil fuel ads, marketers should take a similar stand and end big oil brands’ strategy of distracting the world from the harm they are doing.
Marketing Week Top 100: The top marketers in regulated industries
Marketing Week ReportersMarketing Week reveals the top 10 marketers in regulated industry sectors, part of our Top 100 Most Effective Marketers project.
E.ON believes brands ‘must have an opinion’ as it launches campaign to tackle pollution
Molly FlemingThe energy provider is launching a campaign to tackle air pollution as it looks to challenge sector norms and how customers view E.ON.
Is ‘green’ marketing a new frontier for responsible marketers or simply a PR gimmick?
Erin LyonsOvo Energy wants to turn its marketing ‘green’ but the move has been met with conflicting opinions about whether carbon offsetting alone is enough.
‘We must think collectively, not competitively’: Inside Ovo’s sustainable marketing strategy
Erin LyonsOvo Energy has outlined a number of new measures to reduce the carbon impact of its marketing, but its director of brand and marketing acknowledges this might be easier said than done.
EDF Energy’s new campaign hopes to get people focusing on more than price
Erin LyonsEDF Energy believes consumer perceptions of energy companies are improving, which has opened up an opportunity for the business to talk about more than just price in its new low carbon campaign.
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‘We didn’t want to repaint things’: Shell Energy on rebranding First Utility
Erin LyonsShell Energy is launching its first marketing campaign since its purchase of First Utility last year as it brings the Shell brand into people’s homes for the first time.
How E.ON repositioned as the ‘un-utility’ energy company
Marketing Week ReportersWhen E.ON wanted to promote its solar storage technology, it turned to the band Gorillaz to get across a message of technical innovation, creativity and collaboration.
Ovo Energy: Gender neutral sports sponsorship is a ‘no brainer’
Charlotte RogersTackling the gender pay gap in sports made perfect sense for a brand focused on hiring values driven people with a strong purpose at its heart, says Ovo Energy CEO Chris Houghton.
E.ON looks to challenge sector norms with an ‘un-utility’ marketing approach
Erin LyonsE.ON’s new marketing campaign aims to show consumers why it’s more than a utilities provider by focusing on the potential of new energy sources.
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There needs to be more clarity on who takes ownership of AI, says First Utility
Leonie RoderickThe gas and electricity provider says it can be difficult convincing a board to invest in AI-based technology such as chatbots.
Hive targets mass audiences instead of the ‘tech-savvy’ in brand overhaul
Leonie RoderickThe smart home brand wants to convince consumers that connected devices are not just for the ‘tech savvy’, but admits it still has a long way for it to become “the norm”.
E.ON launches new marketing strategy in bid to become purpose-led brand
Leonie RoderickE.ON hopes the new strategy focused on renewable energy and “creating a better tomorrow” will improve consumer perceptions of the energy sector.