Media Insight picks up pounds 5m Government brief

Media Insight has landed pounds 5 million-worth of media planning and buying for the Government’s new Home Energy Efficiency scheme.

Media Insight has landed pounds 5 million-worth of media planning

and buying for the Government’s new Home Energy Efficiency scheme.



The Government has contracted out the administration of the scheme to

the Eaga Partnership. The private body covers the London, Bristol and

Newcastle areas and was responsible for hiring Media Insight.



The pounds 750 million scheme is funding a package of heating and

insulation measures aimed at helping the less well-off and those at risk

from the cold. Grants and advice are to be provided to improve home

heating facilities.



Toby Jenner, managing director at Media Insight, commented on the win:

’We have been asked to create an above-the-line strategy that will get

the scheme known and raise the profile of the Eaga Partnership

brand.’



Jenner said the task was complicated by the fact that the target group

included many who were disenfranchised or elderly and with whom there

was a need to build trust before the scheme could be implemented.



’We will be using ’baton-of-trust’ ideas such as working with people our

target audience already has a relationship with, such as doctors, care

workers, meals on wheels volunteers and nurses. This could involve

advertising in doctors’ surgeries, for example.’



The media agency is likely to use regional press and direct mail to

support the campaign. However, Jenner told Media Business the Eaga team

has yet to develop its strategy in detail.



According to Jenner, nearly nine million homes in the country have an

income of less than pounds 10,000 a year, and with heating bills in most

homes costing around pounds 500 a year, many people were at risk from

the cold.



Jenner will run the account with managing partner Andy Spray and account

manager Jo Lincoln. The agency is expecting to make more appointments

shortly.



Jenner, 29, became managing director of Media Insight at the end of

March when Kevin Grand left the company



Since then, Media Insight - a sister company of MindShare - has picked

up a raft of contracts including GOLFdigital and the online CD retailer

Boxman.com. It also works for Telewest Communications and Focus Do It

All.



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