2. The Team
• Emmy Smith- Project Manager
• Sophie Wheeler- Creative
• Denis Van Kemseke- Account Planner
• Ship Cris Tsoi - Media

3. Background Research
• Moneysupermarket.com
• Main competitors
• Recession
• Scottish Power’s previous advertising
• Scottish Power’s brand values
• Competitor’s advertising

4. Primary Research
• Brand Awareness Questionnaire
• Mentality Questionnaire

5. Core Findings
• Low Brand Awareness
+ Fresh start
+ Don’t have to rely on previous ads/bias
- No loyalty
- Will take a long time to create brand
awareness
- Difficult to compete with other brands

6. Target Audience Profile

7. Theoretical Media
• Newspaper
• Billboard
• Internet
• No TV
• No radio

8. Applying the media
• Metro
Blue: Newspaper
• Billboards (Metro)
Red: Billboards
• Halifax Green: Internet
Our total budget: £4,381,920

9. How we will find out it works
• Sales increase
• Repeat the brand awareness survey on a
larger scale and compare the results with the
original