British Gas: Taking British Gas back to the future
Principal authors: Neil Goodlad and Chrissy Jamieson, CHI & PartnersContributing 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...