Electricity and gas company PowerGen has hired Lexis on its first
retainer-based consumer account, likely to exceed pounds 400, 000 in
fees per annum, as the company looks to increase its customer base.
Lexis saw off competition from Cohn and Wolfe, Key Communications and
Shandwick Welbeck for the brief. Pitches happened late last month and
the contract is about to be signed.
Shandwick Welbeck already works for PowerGen on a project to promote the
company’s sponsorship of ITV’s national weather forecast.
Lexis’ brief involves communicating the rebranding of regional
electricity and gas company East Midlands Electricity, which PowerGen
bought last year, to staff and consumers in the region.
The agency has also been asked to build the PowerGen brand nationally to
increase its consumer appeal and customer base in the competitive
deregulated gas and electricity markets.
PowerGen was created in 1989 after the privatisation of the Central
Electricity Generating Board, which also spun off National Power and
Until last summer, its assets were concentrated outside the consumer
market, in gas and electricity generation for industry.
Last July, the firm acquired East Midlands Electricity, which counts 2.3
million customers from north Lincolnshire to Buckinghamshire and the
Lincolnshire Wash to Coventry.
Lexis chairman Tim Adams will lead the new account, working closely with
PowerGen brand communications head Una Mullan, John Evans, marketing
manager of Powergen’s retail business, the firm’s in-house media
relations team and its advertising, media-buying and direct marketing
Mullan said: ’We liked Lexis’ insight into consumer brands and the
creative route they took.’
PowerGen currently retains only Brunswick, which handles its financial