ScottishPower - Energising The Energy People

Building a brand in the energy sector is not an easy business. Gas and electricity are true commodities, and people aren’t very interested in them, except when they go wrong.
Agency: The BridgeAuthor: Alan Clarke

ScottishPower – Energising the Energy People

INTRODUCTION

In 2003 The Bridge and ScottishPower entered an IPA Advertising Effectiveness paper identifying that, to ensure the future prosperity of the latter's UK customer supply business, two challenges had to be addressed.

  1. Losses among existing customers needed to be stopped quickly (success in this was detailed in the 2003 paper).

  2. There was a need to establish a clear positioning for ScottishPower that would provide a platform on which it could build the business.

This year's paper addresses the second challenge and demonstrates how advertising played...

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