British Gas / Centrica : advertising & marketing assignments

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Selected British Gas advertising

British Gas is the biggest of the UK's so-called "big six" energy suppliers (soon to be "big five" following the proposed merger of SSE and Npower). It offers both natural gas and electricity as well as installation and other support services. General household repair and maintenance services are marketed under the Dyno banner as well through the Local Heroes network of independent tradespeople. A key part of British Gas's strategy since 2017 has been the rollout of smart meters in the UK and the remotely-controlled Hive home services app. However, market share has been in steady decline for several years. In 1Q 2018 it had 30% of the local gas market by volume - still three times its nearest rival but down from 55% in 2005 - and 20% of electricity. (The next closest competitors are SSE and Eon). British Gas is the biggest customer-facing business within Centrica, a conglomerate with a variety of energy production, trading and supply operations in Europe and also in North America under the Direct Energy banner. However, the company is under growing pressure from falling commodity prices and stiff competition from smaller suppliers, especially independents. Group revenues were £28.0bn in 2017, of which British Gas accounted for around £10.4bn. Centrica's troubles began in 2014 with the sudden departures of several managers including group CEO Sam Laidlaw. Iain Conn is now group CEO. The group was formed in 1996 from the break-up of the old British Gas Council state monopoly. Its original North Sea exploration and infrastructure operations were demerged as BG Group. Centrica has in the past dabbled in a number of other areas including roadside assistance, financial services and telecoms, but took the decision in 2005 to focus mainly on energy. Adbrands no longer profiles this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services.

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Capsule checked 31st August 2018

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