‘Jewel in the crown’: Brands on using loyalty as an ‘extra layer of differentiation’
Amrit VirdiAs shoppers become more attuned to pricing and perks, businesses are using loyalty schemes as “an extra layer of storytelling and differentiation”.
How Ovo Energy recruited 37,000 households in two months
Marketing Week ReportersOvo’s programmatic DOOH campaign tapping into National Grid data informed customers in real time how to access greener, cheaper energy.
Compare the Market chief brand officer departs after 18 years
Grace GollaschPreviously CMO, Vile moved into the newly created chief brand officer role in May 2024 following a restructure of the company’s marketing leadership.
Centrica on positioning ‘two very distinct brands’ to meet the needs of the energy sector
Niamh CarrollCentrica’s British Gas and Hive are two brands serving “very different audiences, sometimes with the same products and services”, to help the business win in an evolving energy sector.
‘The real work starts now’: British Gas on embedding a new distinctive brand asset
Niamh CarrollBritish Gas introduced brand characters, the Things, in its latest campaign, which its marketing boss says is a fluent device it wants to use “forever”.
‘Get a better bra’: One brand on tackling the ‘dismissiveness’ surrounding women’s health
Niamh CarrollWith 93% of women saying they’ve had health concerns dismissed, Medichecks is looking to raise awareness of the issue and position itself as a “first step” for women frustrated by a lack of response.
Octopus Energy’s CEO on why marketing should ‘define everything’
Hannah RashbassWith a former marketer at the helm, the disruptive energy company prioritses marketing to define its business strategy.
Broadband firm Airband on moving away from ‘me too’ messaging to an ‘ownable’ voice
Josh StephensonRather than focus on price and product in its marketing communications, rural broadband provider Airband is repositioning by leaning on its distinctive traits.
‘Clamouring for change’: EDF on building a brand for all target audiences
Josh StephensonEDF hopes its new brand platform will inspire customers to follow its journey to net zero – despite the “anger” many still feel towards the wider energy sector.
Marketing Week Top 100 2024: The top marketers in professional services, utilities, health and life sciences
Lucy TesserasMarketing Week reveals the top 10 marketers in professional services, utilities, health and life sciences, part of our Top 100 Most Effective Marketers, sponsored by Digitas.
Plusnet chief on why ‘simplification’ is key to broadening its appeal
Josh StephensonPlusnet has dropped its mobile offering to focus solely on its broadband service. It’s part of a wider transformation for the brand that is looking beyond its Yorkshire roots, explains business lead and CMO Jo Carman.
How a sustainability drive helped Scottish Water build customer trust
Marketing Week ReportersCarefully chosen partnerships and a media blitz helped the company’s water fountain project divert 3.5 million plastic bottles from landfill.
Ovo rebrands as it acknowledges ‘energy is changing’
Josh StephensonA streamlined name and a new internal brand position coincide with Ovo embracing its place as a major energy company – but it still wants to keep its challenger spirit.
Marketing Week Top 100 2023: The top marketers in professional services, utilities, health and life sciences
Lucy TesserasMarketing Week reveals the top 10 marketers in professional services, utilities, health and life sciences, part of our Top 100 Most Effective Marketers, sponsored by Digitas.
Energy firms struggle with brand health as turbulent 2023 looms
Niamh CarrollAfter a tough 2022, energy companies are going into next year with diminished brand health and uncertainty about what 2023 might bring for the challenged sector.