Diane Tasaka,

Presentation title:

SCE’s Omnichannel Approach to Clean Energy

About the video:
Southern California Edison (SCE) is leading the nation’s utilities in its vision for moving toward 80% clean energy sources. But in an industry where marketers have traditionally thought of utility customers as captive, how do you create a strong brand people love that looks towards a clean energy future for all. At Transition, Diane Tasaka of SCE shares how this historic brand is leveraging modern omnichannel content marketing frameworks to create advertisements in TV, radio, digital, out-of-home and owned media campaigns that have increased brand favorability and raised awareness of SCE's leadership in achieving a clean energy future for us all.
About the speaker:

Diane Tasaka is the principal manager of Brand and Creative for Southern California Edison. SCE is one of the nation’s largest electric utilities, delivering power to 15 million people in 50,000 square miles across Central, Coastal and Southern California. Diane has 25 years of experience in brand management and marketing communications. She is responsible for brand and advertising, digital communications, communications insights and creative services.
In 2017, Diane re-positioned the Edison brand and is poised to lead the utility’s first major brand campaign in 20 years. Prior to joining SCE in 2012, Diane ran her own marketing communications firm and led the multicultural marketing practice for Farmers Insurance. Diane is a graduate of Columbia University and the University of California, Irvine.