London Electricity launches £6m creative rethink

The London Electricity Group, the UK's fourth-largest domestic gas and electricity supplier, is reviewing its £6 million ad account.

LE Group, which owns London Electricity, South Western Electricity Board, Virgin HomeEnergy and Seeboard, has called the pitch as it looks for greater cohesion across its brand portfolio.

A creative and media review originally kicked off in March last year but was never carried through to completion. It stalled following the departure of Jon Kinsey, LE Group's managing director, and the later resignation of the sales and marketing director Gary Tubb. Tubb was replaced by Peter Hofman, who was previously the managing director at Seeboard.

A branding exercise then kicked off last November, in which Interbrand was charged with developing a new identity for the portfolio of energy companies.

LE Group acquired Seeboard last June and used Archibald Ingall Stretton for most creative and media activity. First City Advertising handles the majority of the creative and media work for the LE and SWEB brands.

Virgin HomeEnergy, the 75 per cent LE Group-owned joint venture with Virgin, is dormant above-the-line. It was worth £10 million when Leo Burnett won it in 2000. Manning Gottlieb OMD handled the media business.

It is not known whether the incumbent agencies will repitch for the business.

A spokeswoman from Seeboard confirmed a tender was being sent to agencies.

LE Group also suffered the scandal of a £2 million fine from the energy regulator Ofgem after staff were found using unscrupulous selling tactics to gain customers.