Npower rethinks marketing strategy

Npower is speaking to a number of agencies about how it could expand its advertising through additional channels.

Npower: incumbent agency is McCann Manchester
Npower: incumbent agency is McCann Manchester

The energy company appointed McCann Manchester to its £10 million advertising business last year ahead of a repositioning and major brand campaign.

It is currently speaking to several agencies about how it might strengthen the work McCann is creating through additional channels.

A number of the big energy companies have recently changed their marketing strategies. Earlier this year, SSE launched a high-profile campaign by Adam & Eve/DDB, while EDF appointed a new creative roster.

When McCann Manchester was hired in July 2013, Debbie Britton, the marketing director at npower, said that the company needed to "earn the right" to have a dialogue with consumers.

Npower had earlier worked with VCCP Blue after a review of its consolidated advertising account – including above-the-line, direct marketing and online activity – in 2009.

In April, npower appointed Group M to its pan-European media planning and buying account after a competitive review. Group M’s Maxus picked up the £5 million UK offline business from the incumbent, Vizeum.

The pan-European media review also included Germany – where npower’s parent company, RWE, is based – as well as the Czech Republic, the Netherlands, Poland and Slovakia.

Npower moved its digital media planning and buying business to Maxus in Sep­tember 2013. The company previously worked with Vizeum and DigitasLBi on the account.


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