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
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