Scottish Power: Energising the Energy People - IPA Effectiveness Awards Case Study 2005

Brief Description: Advertising played a crucial role in helping ScottishPower become one of the UK's leading energy supply companies. The campaign played an internal role in helping align various departments and an external role in re-establishing the brand as the key player (in its homeland) and helping it 'own' the critical territory of value for money. The result was that losses fell, acquisitions improved and overall customer numbers in Scotland grew by 11%, a return on investment of 1,600%. On a UK wide basis customers have increased from four million to five million offering the company the critical mass enjoyed in other aspects of their portfolio ;---(TAGS)--- Full Title: Energising the energy people ; Number: 2005/17 ; Brand Name: Scottish Power ; Client: Scottish Power ; IPA_ProductCoding: Utilities (Gas/electricity suppliers) ; Agency: The Bridge ; Author: Alan Clarke, Brian Crook ;