Hill & Knowlton to rebrand Energy Star identification

WASHINGTON, DC: Hill & Knowlton has scooped up the contract to rebrand the Environmental Protection Agency's high-profile Energy Star program as part of a consortium led by energy research and consulting company, The Cadmus Group.

WASHINGTON, DC: Hill & Knowlton has scooped up the contract to rebrand the Environmental Protection Agency's high-profile Energy Star program as part of a consortium led by energy research and consulting company, The Cadmus Group.

WASHINGTON, DC: Hill & Knowlton has scooped up the contract to rebrand the Environmental Protection Agency's high-profile Energy Star program as part of a consortium led by energy research and consulting company, The Cadmus Group.

The five year contract's total value is estimated to be upwards of dollars 35 million.

The bidding involved a number of consortia, each led by energy consulting firms.

A strong contributory factor to The Cadmus Group, based in Waltham, MA, receiving the nod for the Energy Star brief is thought to be its past record in successfully administering EPA contracts.

H&K is now preparing to work with The Cadmus Group and the EPA to determine the scope of the campaign. Resources will be further strengthened by the input of fellow consortium members, advertising agency Bozell Kamstra (New York) and several opinion research firms who will track the campaign's effectiveness.

However, big brand advertising is not expected to take the lead in the effort. Clarke explained that 'advertising is very important but it will be oriented toward public service announcements.'

Another important communications objective of the campaign will be to continue building partnerships with civic organizations, appliance manufacturers and schools.

The Energy Star program promotes the use of energy-efficient technology and procedures ranging from appliances to construction methods and the heating and cooling of buildings. But to date, the program is said to have lacked a strong identity.

H&K senior managing director Bruce Hildebrand, who will be leading the PR account, stated: 'If you go out and buy a toaster or iron, you look for the Underwriter label to make sure products are safe. Now, we want to have people seek out the Energy Star brand because it's good for the environment and good for their wallet.'

'We're thrilled,' exclaimed Torie Clarke, general manager of Hill & Knowlton's Washington office about her team's victory. 'We want everyone to know if they seek out the Energy Star brand that they're doing their part for the environment.'

The incumbent firm, ICF, operated as part of a team composed of New York advertising agency DDB Needham and Price/McNabb, an integrated marketing firm based in Charlotte.

There were thought to be several other finalists for the task.



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