Lexis beats three to PowerGen work

Electricity and gas company PowerGen has hired Lexis on its first retainer-based consumer account, likely to exceed pounds 400, 000 in fees per annum, as the company looks to increase its customer base.

Electricity and gas company PowerGen has hired Lexis on its first

retainer-based consumer account, likely to exceed pounds 400, 000 in

fees per annum, as the company looks to increase its customer base.



Lexis saw off competition from Cohn and Wolfe, Key Communications and

Shandwick Welbeck for the brief. Pitches happened late last month and

the contract is about to be signed.



Shandwick Welbeck already works for PowerGen on a project to promote the

company’s sponsorship of ITV’s national weather forecast.



Lexis’ brief involves communicating the rebranding of regional

electricity and gas company East Midlands Electricity, which PowerGen

bought last year, to staff and consumers in the region.



The agency has also been asked to build the PowerGen brand nationally to

increase its consumer appeal and customer base in the competitive

deregulated gas and electricity markets.



PowerGen was created in 1989 after the privatisation of the Central

Electricity Generating Board, which also spun off National Power and

National Grid.



Until last summer, its assets were concentrated outside the consumer

market, in gas and electricity generation for industry.



Last July, the firm acquired East Midlands Electricity, which counts 2.3

million customers from north Lincolnshire to Buckinghamshire and the

Lincolnshire Wash to Coventry.



Lexis chairman Tim Adams will lead the new account, working closely with

PowerGen brand communications head Una Mullan, John Evans, marketing

manager of Powergen’s retail business, the firm’s in-house media

relations team and its advertising, media-buying and direct marketing

agencies.



Mullan said: ’We liked Lexis’ insight into consumer brands and the

creative route they took.’



PowerGen currently retains only Brunswick, which handles its financial

PR.



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