Repositioning an energy company in a challenging environment

Centrica has moved away from oil and gas production and is embracing a future focused on carbon reduction and customers. To communicate their repositioning to audiences, they needed a new corporate website.

Screenshot of the Centrica website


Take a look at the new Centrica site here

A new website to reflect a changing business

Centrica is transforming into a customer and technology focused energy and services company, and has moved away from oil and gas production. However, as an energy business with a 200-year heritage, misconceptions about the company exist. A new website was identified as a critical tool to tell Centrica's story and reposition the business in the eyes of corporate audiences.

Understanding Centrica's audiences 

To better understand the business and audience requirements, we carried out stakeholder interviews, analytics reviews and we incorporated audience insights from our annual Webranking survey which is based on stakeholder expectations. We also set up a website survey to track audience perceptions.

3 mobile designs of the new Centrica website

Defining the strategic route forward 

The new website needed to reflect a modern Centrica that was fully engaged in the new age of digitalisation and low carbon energy. Our internal and external stakeholder research revealed that it was essential to tell the story of how Centrica is changing the way we live, work and move and showcase the innovations taking place. Content was developed to demonstrate their customer-centricity, innovation and strategy.  We also developed a content hub to present Centrica's position on core themes in a compelling way.

A best-in-class website 

Since its launch, this best-in-class website has become an important communication tool in repositioning Centrica's business and meeting the requirements of their audiences.  In 2017 the website was ranked 23rd in the UK in our Webranking survey, whereas the new website was awarded 1st place in the 2019/2020 results. The Centrica team are delighted with the result! 

As Centrica continues its transformation, the website will play a crucial role in telling their story, demonstrating important aspects of their strategy and influencing key audiences.

Screenshot of the story section of the Centrica website

Screenshot of the Media landing page of the new Centrica site

Cola Herrero-Driver

Senior Consultant

cola.herrero-driver@comprend.com

+44 (0)20 8089 1581

James Handslip

Managing Director (UK)

james.handslip@comprend.com

+44 (0)20 8089 1583