MGM in Npower pounds 20m ad blitz

Manning Gottlieb Media will launch a massive pounds 20 million campaign for National Power’s new utilities brand, Npower, with a high-profile TV and poster campaign.

Manning Gottlieb Media will launch a massive pounds 20 million

campaign for National Power’s new utilities brand, Npower, with a

high-profile TV and poster campaign.



MGM saw off incumbent Cogent - which worked with New PHD Compass - as

well as Grey, McCann-Erickson and FCA! to win the brief.



Npower was formed in November when National Power split into two

separately listed companies, Npower and International Power. Npower

provides a gas and electricity service for domestic consumers. Its

stronghold is in the Midlands where it provides utilities through its

Midland Electricity Board subsidiary, but Npower is looking to attract

consumers from across the UK.



MGM’s managing partner Colin Gottlieb said: ’People don’t assume their

gas or electricity service is going to break down, so convincing

consumers to switch services is tough. The first task is to let them

know about Npower - what it is and what it’s offering - and you can

expect TV and posters to play a large role in that.’



He added that price-point information may well be best communicated

through the press, while online and direct marketing activity will also

be part of the mix.



It is not yet clear who will run the account, although it looks as

though MGM is in the process of recruiting a team leader.



The agency has also made a number of new appointments. Emma Lesh has

been hired from Initiative to work on Virgin Atlantic and Nike as an

associate director, while Mark Savage from Motive joins in the same

position to work on PlayStation 2.



Emma Hughes from BBJ has joined as a TV buyer, while Glynn Shadwell and

Zoe Bale come on board as non-broadcast planner/buyers.



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