Centrica is expected to take a ’hands-off’ approach to the
Automobile Association’s brand strategy and marketing team, following
its pounds 1.1bn bid for the organisation this week.
Centrica, originally the holding company for British Gas following its
de-nationalisation, is evolving into one of the country’s most powerful
consumer services groups.
Under marketing director Simon Waugh, the group is developing a
portfolio of service-led brands. It continues to diversify its energy
brand British Gas, while its Goldfish credit card brand has expanded
into insurance and consumer guides.
Centrica declined to comment on its plans for the AA brand. ’It is just
too early to say,’ said a spokesman. However, observers believe the
group will continue to market the brand separately and leave its
marketing team in place.
Centrica plans to combine the AA’s 9.5 million customer database with
its own 15.5 million-strong list for cross-selling purposes. The group
can also make savings in the massive telephone and customer-handling
operations involved in both organisations.
Centrica’s next target is expected to be telecoms. Earlier this week it
was reported to be in talks with telecoms company Energis about
launching a discount service.
Centrica chief executive Roy Gardner refused to scotch the rumours: ’I
have made no secret of the fact that we are looking to develop our
telecoms offering. I can’t say what we’re looking to do, but we’re in
the process of revising our options,’ he said.
.jpg)
.jpg)