Octopus Energy wanted to change the system, now it is the system
John MillerB2B tech platform Kraken transformed owner Octopus from challenger brand to software giant, but as they split and scale, will Octopus’s purpose survive?
‘Energy isn’t very sexy’: Why EDF is partnering with Coronation Street to drive discussion
Emily ManockThe energy provider is embedding its brand within the soap itself to promote its sustainability initiatives.
Centrica customer chief promoted to British Gas MD
Emily ManockGary Booker has been promoted to managing director of British Gas, having initially joined Centrica last year as chief customer officer.
‘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.
Marketing Week Top 100 2025: 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.
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.