British Gas initiates fundamental review of marketing strategy

Utilities

Joe Thomas

October 07, 2008

How long?

1 minute

British Gas initiates fundamental review of marketing strategy

LONDON - British Gas is conducting a root-and-branch review of its marketing strategy as it looks to save money, despite inflation-busting fuel price rises.

In the first six months of 2008 British Gas spent £22m on advertising, £2m more than last year. It hopes that by refocusing its strategy it can lower the cost of acquiring and retaining profitable customers.

British Gas' ad account is held by CHI & Partners; its direct work is handled by OgilvyOne. EMB Marketing Sciences is overseeing the review.

British Gas head of customer insight Carlos Soares said: 'All energy companies are under pressure from switching sites and the review will enable us to implement effective campaign planning across all channels.'

Topics

Marketing

Advertising