EDF Group plots 'leader' identity

Alex Brownsell, Marketing, Tuesday, 07 April 2009, 12:00am,

LONDON - EDF Group, the energy company, has appointed global branding consultancy Interbrand to lead a repositioning exercise across Europe.

The work is intended to place the company as a 'new kind of leader' in the energy sector and will emphasise its recent work in sourcing renewable energy.

EDF's logo is likely to remain unchanged, but Interbrand will create a fresh visual identity. The rebranding project will be run out of the branding agency's London and Paris offices.

Last month, EDF's rival, British Gas, appointed Landor Associates to review its brand strategy and increase consumer focus. Landor won the brief after a three-way pitch against Interbrand and Lambie-Nairn.

Interbrand first began working with EDF's parent company, LE Group, in 2002, when it was tasked with rebranding the French firm's UK acquisitions, SWEB, Virgin Energy and Seeboard.

EDF's recent activity has included the launch of a 20:20 energy tariff, which offers cheaper electricity rates to customers at weekends and after 9pm.

The product was supported by a TV campaign featuring 70s icons The Green Cross Code Man and Six Million Dollar Man, part of its 'It's not easy being green' marketing strategy. The ads were created by Euro RSCG.

This article was first published on Marketing