|Agency: The Bridge
|Authors: 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:
losses among existing customers needed to be stopped quickly (success in this was detailed in the 2003 paper)
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...