The energy companies may draw public ire, but with the "Feel better energy" campaign, EDF’s energetic marketing director has helped create a brand platform that is populist, entertaining and successful.
This year Stead, who was promoted to his role in 2010, has been behind the launch of "Blue+Price Freeeeze", a long-term fixed tariff.
EDF has also created personalised URLs enabling customers to renew their deals with one click, reducing customer churn and call-centre traffic.
This year Stead has been invited to become a Fellow of The Marketing Society and a mentor for The Marketing Academy.