On this week’s #MediaSnack David Indo is joined by Miriam Jordan Keane, Head of Marketing at British Gas, to discuss the company’s marketing transformation, recent media pitch and the role of the in-house media leader.
David and Miriam discuss the incredible transformation that British Gas is going through as a brand and Miriam shares her perspective on the evolving media landscape. She argues that it’s very important for brands to be able to adapt to these changes and suggests that having the customer at the heart of the organisation has played a massive part in British Gas’s success.
As one of the UK’s leading advertisers, British Gas’s ambition is to be a customer-centric and future proofed brand. It’s not an easy transformation but Miriam says it is very exciting because it provides more opportunities for greater success in the near future.
Next, they discuss the recent British Gas media pitch, which was managed by ID Comms. The account was awarded to MediaCom last month and all participating agencies were hugely inspired and motivated by the marketing team’s clarity of vision, desire for media excellence and commitment to find a true media partner.
Miriam points out that having a clear ambition for media allowed British Gas to get the best agencies to compete and has also enabled the marketing team to see the impressive scale of media talent in the media market. She argues that having defined their media agency requirements so clearly not only gave the brand an opportunity to see a “pitch theatre”, but it also allowed agencies to showcase great work that was aligned with the company’s ambition for media.