British Gas’s brand health worsens as profits swell
Michaela JeffersonThe strength of the British Gas brand is plummeting, according to new data, as the energy crisis deepens and consumers struggle with the rising cost of living.
Energy firms see brand health tumble amid ‘deteriorating’ customer service
Niamh CarrollAll of the ‘Big Six’ energy companies, plus up-and-comer Octopus Energy, have seen the health of their brands take a hit since the onset of the energy crisis more than six months ago.
Octopus Energy: Customer experience is not just a job for marketing
Niamh CarrollCommunicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
How Scottish Water transformed from an anonymous supplier to a trusted brand
Marketing Week ReportersScottish Water boosted trust in the brand by associating with issues that matter to consumers and adapting at pace to the challenges of the pandemic.
How Octopus Energy’s ‘obsession’ with customers is helping it take on bigger rivals
Manny PhamAfter Octopus Energy emerged as one of the strongest brands to take advantage of the turmoil in the energy sector, marketing director Rebecca Dibb-Simkin says its power lies in being “incredibly close to customers” and giving the whole business access to data.
Marketing Week Top 100 2021: The top marketers in regulated industries
Marketing Week ReportersMarketing Week reveals the top 10 marketers in regulated industries, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Octopus Energy and British Gas brands best placed to benefit from sector consolidation
Manny PhamBrand tracking data shows Octopus Energy and British Gas look in the best health to grow in the energy sector which is currently in turmoil with smaller brands shuttering.
Meet the startup going big on TV to disrupt the price comparison market
Michaela JeffersonBill evaluation platform Ismybillfair is launching its first major TV push in partnership with ITV, as it looks to capitalise on the “mass appeal” of its offering and take on the market leaders.
Growth Hacks: Bulb on the value of ‘relentless simplicity’
Matthew ValentineIn the first of Marketing Week’s new Growth Hacks series, renewable energy supplier Bulb explains why a commitment to simplicity, rewarding customers and finding a clear reason to exist are all essential for rapid growth.
How Octopus Energy used art to get people to switch to green energy
Matthew ValentineOctopus Energy used art to inspire people to take action on climate change resulting in an additional 37,000 new customers.
Marketing Week Top 100 2020: The top marketers in regulated industries
Marketing Week ReportersMarketing Week reveals the top 10 marketers in regulated industries, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Watch: British Gas CMO on marketing leadership in a crisis
Marketing Week ReportersAs the coronavirus pandemic creates new challenges, we discuss the skills leaders need to pilot their brands through the crisis.
How EDF’s energy health check campaign helped boost brand affinity
Sarah VizardEDF Energy boosted engagement in a commoditised sector by making meter readings, which are usually a functional interaction, more personalised and interactive.
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.