Centrica boosts charity support

Centrica, the holding company of British Gas, is to increase its commitment to cause-related marketing (CRM) as part of an attempt to become more community focused and reinvest some ’heart’ into its corporate image.

Centrica, the holding company of British Gas, is to increase its

commitment to cause-related marketing (CRM) as part of an attempt to

become more community focused and reinvest some ’heart’ into its

corporate image.



It is currently reviewing its CRM objectives and is considering putting

its resources behind just one charitable cause next year for a sustained

initiative. This marks a change from its current policy which sees

Centrica’s businesses, British Gas and financial services firm Goldfish,

contribute pounds 1.7m to several causes including Mencap and Carers

National Association.



Speaking at last week’s Business in the Community conference, Centrica’s

group director of marketing, Simon Waugh, told delegates that Centrica

needed to restore closer links with the community. ’Whatever we do will

be commercially justifiable and help negate brand weaknesses. We have to

be careful which cause we choose because there is a risk of alienating a

big chunk of our customer base,’ he said.



Centrica has been focusing on the structure of its business in the face

of stiff competition, but Waugh said that the firm would now place more

of an emphasis on brand, image and reputation.



The utility is researching its 19 million customer base and thousands of

employees through questionnaires and focus groups to gauge opinions on

the types of causes and activity which would suit the business and

please its customers.



Research unveiled at the conference revealed that 71% of chief

executives, marketing directors and community affairs directors believe

CRM will become more important to their companies over the next three

years (Research International).



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers