British Gas hopes ‘functional benefits’ will transform it into a ‘modern British brand’

Last year British Gas ended its 14-year relationship with media agency Carat and appointed MediaCom, who won because they answered the pitch question: ‘how would you turn British Gas into a modern British brand in a modern British society?’.
Speaking to Marketing Week at ISBA’s annual conference, director of brand marketing Margaret Jobling says the brand’s reorganisation last year is now embedded and it’s aiming to be more “digital-first” both internall