EDF Energy calls £6m creative review

EDF Energy is gearing up to review its above-the-line account, backed by an estimated £6 million spend.

The French energy supplier has invited a number of agencies to pitch for creative duties on its EDF Energy, London Electricity, Seeboard Energy and SWEB Energy businesses. It is thought that MBA, the incumbent on the account, will repitch.

MBA won the integrated EDF Energy business in July 2003, after a review that included 12 agencies. At the time, the utility supplier wanted greater cohesion across its portfolio of brands.

EDF Energy relaunched in 2005 as a consumer-facing brand. Previous marketing efforts had been based on its regional brands. Formerly the London Electricity Group, EDF Energy is the UK's fourth-largest domestic gas and electricity supplier.

This week, the company handed MBA a brief to work on its joint sponsorship deal with ITV for the World Cup. Other agencies were invited to pitch for the duties in a process run by the EDF head of brand, Louise Poole.

EDF and Budweiser signed up as official broadcast sponsors with ITV in a £5 million deal in February this year. The two companies will sponsor all live coverage and tournament highlights on ITV; branding on the channel's interactive broadcasting and a presence on the ITV website.

EDF did not return calls.

The power company has previously sponsored the Heineken Rugby World Cup on Sky, and was a backer of the successful London 2012 Olympic bid.

The EDF Energy brand was created in 2003 after the merger of London Electricity and Seeboard.

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