M&C Saatchi is being tipped as the agency to revive Energis, the loss-
making telecommunications company that is planning a new multi-million
pound advertising initiative.
M&C Saatchi is believed to have beaten off challenges from a number of
undisclosed agencies to win the creative assignment on the National
Media planning and buying, currently handled by John Ayling and
Associates, is still to be decided.
Industry sources say Energis is ready to double the pounds 2.5 million
adspend it put behind its last burst of press and TV ads in November
1994, which were created by Duckworth Finn Grubb Waters and featured
Nick Hurrell, the M&C Saatchi joint chief executive, would not comment
on the appointment, but it is understood that the agency is already
working on advertising to make Energis a more attractive proposition for
The Energis account has been without a home since it was dumped by
Duckworth Finn in May so that the agency could pitch for the rival
Mercury One-2-One business.
The appointment comes after a traumatic period for Energis, which has
lost more than pounds 100 million since its launch in 1994.
Its fortunes have been mirrored by its ad account, which was said to be
worth pounds 10 million a year when Duckworth Finn won it in September
1993 but was later cut dramatically.
Energis’s return to a more aggressive marketing strategy has been
sparked by the appointment of Mike Grabiner, BT’s former director of
European operations, as chief executive, and Mercury’s marketing
director, Irene Cackett, as marketing director earlier this year.
The company has had difficulty finding customers in a heavily supplied
market, and in November the National Grid admitted that its subsidiary
was not living up to expectations.