Wheel triumphed in a second-round shoot-out against Agency.com, Framfab and DNA. The agency will now focus on overhauling the energy provider's website, www.house.co.uk, to enable British Gas customers to conduct transactions more easily online.
The pitch process was handled by Kanat Emiroglu, the director of strategy and online at British Gas. He said: "We needed to shake things up and picked Wheel for its insightful analysis of the current site and strong creative work, balanced by its understanding of the economics of business."
He added that Wheel's full-service offering was attractive because it enables the agency to appreciate how creative and media work together.
British Gas will continue to use Carat for all of its media buying.