Relaunching an energy giant

As one of the biggest companies in the world, Russian energy giant Gazprom was hardly a little known name. But somehow, their UK commercial gas and power division – Gazprom Marketing & Trading Retail – was struggling to get the market recognition its stature deserved. A big part of the problem, we felt, was the name – which research confirmed was definitely confusing people. And so Gazprom Energy was born, the new more transparent name serving as a starting-point for a fresh and distinctive new positioning and identity, based on simplicity and honesty.

Foundations in place, our next big challenge was to create all the tools necessary to ensure the new identity could be successfully rolled out across the UK and Europe; everything from detail brand guidelines and launch materials to internal communications and the creation of an image bank. Subsequently, we’ve continued to play a full service creative support and consultancy role, working closely with local marketing teams, to ensure the new identity is applied consistently and compellingly across the entire spectrum of brand communications, and in all European markets.

Results? We’re happy to report that everyone is happy with what Gazprom Energy has achieved. We’re very pleased to have picked up a number of awards for our work. Customer feedback has been hugely positive. But, most importantly, brand awareness and market share have gone through the roof. In the first two years after the rebrand, Gazprom Energy’s turnover increased by over 40%, while their power business grew by 60%.