British Gas Trading - our job is to simplify

Campaign in 1999 by BMP for British Gas. Objective: reposition BG by making people think what they really want from a gas supplier (not merely cheaper prices).
Agency: BMPAuthor: Dr Alan Crawford

British Gas

Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product messageBill Bernbach

THE PLANNING CONTRIBUTION

This paper demonstrates how the planning discipline was critical...