Soul has scooped the account to create new credits for Powergen's
high-profile sponsorship of all of ITV's national weather bulletins,
claimed to be worth up to pounds 5 million.
Soul pitched against seven agencies, including a number of design
agencies, for the business, which has historically been handled by
Saatchi & Saatchi.
The account covers sponsorship credits across the year and the ITV deal
has been running since 1989. The current creative uses 12
weather-related characters to represent the seasons. However, Powergen
is now keen to update the image to provide a more rounded impression of
Nobody at Soul would comment on the appointment but a Powergen spokesman
admitted: "We are talking to Soul with a view to reaching an
The sponsorship rethink follows a new pounds 13 million branding push by
Powergen which kicked off at the beginning of this year. The new drive
has been created by Miller Bainbridge.
PowerGen, which was acquired by the German utility company Eon earlier
this year, has expanded its activities beyond energy provision into new
sectors such as financial services and internet and telecomms provision.