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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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).