ScottishPower - Energising The Energy People

ScottishPower’s continuing battle with Scottish/British Gas makes for a good case study. With an all-staff commitment to ‘do more for you’ and by exploiting a price advantage to the full, ScottishPower was able to re-engage with its customers to reduce churn.
Agency: The BridgeAuthors: Alan Clarke and Brian Crook

ScottishPower – Energising The Energy People


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...

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