Scottish Power - Battling on the doorstep

Craig Taylor, Lynsey Nisbet and Alan Clarke

An innovative approach to advertising helped ScottishPower reduce customer losses in the face of considerable competitive attack, as the effects of deregulation worked through the market.
Agency: The BridgeAuthors: Craig Taylor, Lynsey Nisbet and Alan Clarke

scottishPower

Battling on the doorstep: How advertising helped ScottishPower retain customers

OUTLINE

This paper will show how advertising helped address a critical business issue in a low interest, commodity market. Considerable advertising activity hadn't delivered an appreciable return and there was understandable scepticism of what role advertising could play in addressing the challenge at hand. A deep understanding of the market endorsed an innovative new role for advertising and allowed us to develop an advertising idea that cut through the malaise. And the results went a lot...

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