Npower stages pitch for BG customer war

Npower is talking to agencies about injecting more personality into its brand and stepping up the battle for customers with rivals such as British Gas (BG).

The company is to draft in its first retained national consumer PR agency for three years.

Npower PR campaigns manager Geraldine Dunne said it wants to ‘start talking more to people about the fact we supply gas as well as electricity, and promote the firm as a cheaper dual-fuel provider than British Gas’.

‘Npower has a value and a personality story to tell,’ she added. ‘We are now comfortable that the brand is well known. We are seeking to add warmth and personality to the brand.’

Npower is owned by German multi-utility RWE and is Britain’s third-largest energy firm with around six million customers. It has not retained an agency to handle product PR since it ceased to work with Hill & Knowlton about three years ago. It has, however, used various agencies on ad hoc projects.

Npower will continue to use Leeds-based agency Ptarmigan to boost awareness of its latest ad campaign.

Ptarmigan is one of four agencies in the frame to land the new contract. Lexis PR, which has formerly promoted rival Powergen, The Bright Consultancy and McCann-Erickson have also pitched for the work.

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