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.

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 and analytics reviews. 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, and continue to use the survey since the site launched to provide audience insights and inform future website developments. 

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 called 'Stories' 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 website also won Bronze for 'Best use of digital' at the Corporate Content Awards and has been shortlisted for the 'Best Corporate Website' at the Corporate and Financial awards. The Centrica team are delighted with the results!

We believe that a corporate website is never done as audience and business needs are frequently changing. This is why we continue to work iteratively with Centrica to help them meet these requirements and accurately reflect their business. As Centrica continues its transformation, the website will play a crucial role in telling their story and inspiring their audiences. 

"Comprend's dedicated team always deliver. From making ideas and strategy come to life to the day-to-day management of our website, they are as invested as we are."

- Bronwyn Huband, Senior Digital Communications Manager at Centrica

Screenshot of the story section of the Centrica website

Screenshot of the Media landing page of the new Centrica site

Cola Herrero-Driver

Head of Client Services

cola.herrero-driver@comprend.com

+44 (0)20 8609 4911

James Handslip

Managing Director (UK)

james.handslip@comprend.com

+44 (0)20 8609 4908

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