NEWS: Poulters wins out in battle for Yorkshire Electricity business

Yorkshire Electricity is believed to be reactivating its relationship

with Poulter Communications to mount a corporate initiative in advance

of the industry’s upcoming deregulation.

The Leeds shop is the choice of the company’s marketing chiefs who are

awaiting ratification from the board, industry sources say.

Poulters pitched last month against Charles Walls, Advertising

Principles and the London shop, Alchemy, for the account, which is

expected to be worth up to pounds 3 million (Campaign, last week).

The corporate campaign will play a key role in the run-up to

deregulation in 1998. It will have the dual aim of ensuring existing

customers remain loyal while promoting the company to potential new

users outside its Yorkshire heartland.

Richard Lewis, the Poulters managing director, would not confirm the

agency’s appointment. ‘The client will be making a statement in due

course,’ he said.

A TV, press and poster campaign is expected to begin in Yorkshire before

rolling out to other areas.

Separately, Poulters has triumphed in a three-way pitch for the pounds

500,000 launch of Yorkshire Outlet, the pounds 15 million US-style

factory shop complex opening near Doncaster in June.

The centre is a joint venture between RAM Eurocentres, a US company, and

Clarks Shoes, which established the successful Clarks shopping village

in Somerset.

Poulters won the business in a pitch against the Alliance agency in

Bristol, which handles the Clarks shopping village account, and McCann-

Erickson in Manchester.

This article was first published on Campaign