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.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published