Portugal’s EDP in image change

Madrid: Electricidade de Portugal has been renamed Energias de Portugal in an effort to sell itself as a more modern enterprise following the roll out of the Iberian power market Mibel this year.

EDP, Portugal’s biggest electricity company, has ditched its power-turbine logo for one featuring a white smile against a red background, signifying a 'more modern company that's closer to the customer,' according to communications dirctor Horacio Periquito.

The new image was unveiled last week at a press event in Lisbon, with press releases distributed in Spain and Brazil, where EDP has a strong presence. The effort was handled by the company's 30-strong in-house communications team in Lisbon and by staff in Brazil, led by Periquito.

In Spain, where EDP is expanding aggressively, the PR effort was handled by Antonion Echarry at agency Fido.

An advertising campaign is planned for September to promote the brand in Spain and Portugal.

EDP is fighting for a piece of the newly-spun Iberian energy market, which will be Europe’s fourth-biggest serving 50 million consumers.

The company faces heavy competition from Spanish power majors Endesa, Ibedrola and Union Fenosa, which are also expanding in Portugal.

EDP posted a 13% profit jump to €381 million euros in 2003.

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