British Gas: Taking British Gas back to the future

Principal authors: Neil Goodlad and Chrissy Jamieson, CHI & Partners
Contributing authors: Karl Weaver, David Hartley and David Bassett, Data2Decisions

Summary

Following privatisation, British Gas was pronounced Britain's most popular brand. Twenty years later it was just another energy company, losing 40,000 accounts every month. This is the story of how a communications idea drew on a once-great brand's past and future, to give it purpose and pride, and most importantly, return it to growth. The idea was 'Looking after your world' and its impact was profound: £82.7m profit from £45.5m investment, giving a profit ROMI of £1.82 for every marketing £ invested. More than this, it galvanised necessary organisational change – leaving the business ready to face the future with confidence.

Full paper

THE BACKGROUND: HOW BRITISH GAS LOST ITS WAY