ScottishPower, like many of its contemporaries, has grown and
diversified in the recent past.
No longer content to supply just the electrical needs of a national
customer base, it now also supplies gas and water and has a controlling
interest in Thus - formerly Scottish Telecom. The group also includes
Manweb and Southern Water.
In November last year, the company had its merger bid for PacifiCorp -
the US electric utility - approved, making it the first overseas company
to own a US utility. Moreover, it maintains an e-interest through its
ownership of the Demon internet service provider, acquired in May
With its head office in Glasgow, the ScottishPower group employs around
Agencies ScottishPower’s media buying and planning is mostly handled by
Feather Brooksbank and Starcom Motive.
The creative work for the company is almost all provided by Bartle Bogle
Total spend and the media mix Overall spend across all the major
advertising media for the 12 months to April 2000 was just over pounds 7
million. Of this, press and TV advertising took the lion’s share - with
some direct mail and outdoor activity plus a dusting of radio ads making
up the difference.
pounds 3.7 million was spent on TV advertising and pounds 2.7 million on
Spend details Press advertising was consistent throughout the 12-month
period. But November and December last year and April 2000 saw the
greatest spend on press drives: pounds 610,000, pounds 708,000 and
pounds 536,000 respectively.
The tabloids and the mid-market titles picked up most of the
ScottishPower’s advertising spend on this medium, with The Mirror, Daily
Record and Daily Mail leading the pack.
TV advertising kicked off in October and the level of spend was
maintained up to April. Spend in April was pounds 262,000 due to an
outdoor promotional push. Direct mail activity could best be described
Conclusion With the increasing diversification of the energy industry’s
major players and the mounting levels of competition this engenders, any
company wishing to thrive will have to be bullish with its
ScottishPower seems to recognise this.
In April, the company launched a six-figure online ad campaign - the
first for ScottishPower. It followed this, in May, by announcing a
one-third increase to its marketing team, with the aim of splitting this
team to focus on individual services within the sector.
This dynamic approach could be the key to success in a coming year that
is bound to be a hot time for the energy industry.
Research by AC Nielsen MMS tel: 01344-627553 www.mediamonitoring.com.