Cohn and Wolfe has been handed a product PR launch brief for Virgin
Energy, the latest brand extension in Richard Branson’s empire.
The agency won the work after a three-way pitch. At the moment the brief
is to launch the venture but that is likely to be extended beyond the
launch to an annual retainer.
The agency is currently putting together proposals aimed at extending
the initial launch project. C&W is planning a consumer, corporate and
new media campaign to sustain awareness and drive sales beyond the
launch date in late summer through Cohn and Wolfe Interactive.
The account team is headed by associate director Saffron James and
account manager Sam Field, reporting to Virgin Energy’s sales and
marketing director Gary Tubb.
Virgin Energy is a joint venture between Virgin and London Electricity,
which is owned by Electricite de France. The venture is 75 per cent
owned by Virgin and 25 per cent owned by LE. The proposition is to sell
gas and electricity to consumers over the internet, with Virgin in
charge of marketing the product and LE tasked with sourcing and
delivering the gas and handling customer relations.
LE considers the venture a way into the e-commerce sector, although in
targeting consumers directly it will mean competing against itself for
Virgin is thought to have spoken to other potential partners before
agreeing to link up with LE. Both Eastern Energy and Scottish and
Southern had been linked with Virgin in earlier press reports.