British Nuclear Fuels plc: An Original and Effective Role for Advertising in Image Management

Michael Quirk

1986-7 campaign to promote British Nuclear Fuels (BNFL) against a background of very negative public opinion about nuclear energy, very much worsened by Chernobyl (April 1986).
Agency: Young & RubicamAuthor: Michael Quirk

British Nuclear Fuels plc: An Original and Effective Role for Advertising in Image Management

BUSINESS BACKGROUND

British Nuclear Fuels plc dates from 1971 when it was created out of the former Production Group of the United Kingdom Atomic Energy Authority.

BNFL became a public company in 1984 with all its shares held by the government. Today the company employs 17,000 people in its four divisions - fuel manufacture, reprocessing, reprocessing operations, reprocessing engineering. The key commercial site is at Sellafield in Cumbria. Here is the reprocessing technology and Calder Hall,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands