Three-way contest for PowerGen media work follows merger deal

The utility giant, PowerGen, has begun a review of its media planning and buying in the wake of its merger with East Midlands Electricity.

The utility giant, PowerGen, has begun a review of its media

planning and buying in the wake of its merger with East Midlands

Electricity.



Three agencies have been shortlisted to pitch for the account - which

will include both the electricity supply business and the EME retail

outlets, bought by PowerGen last summer - and could be worth more than

pounds 10 million.



Zenith Media handles the pounds 7 million media account for PowerGen,

while Booth Lockett Makin was the incumbent on the EME business - which

was worth pounds 2 million before the PowerGen takeover, but which is

now being rebranded in a major marketing push backed by a pounds 4

million adspend.



The two incumbents will pitch against Western International Media for

the work.



The pitch will be managed by the strategic media consultancy,

Bridgeworks, which has been appointed by PowerGen to help drive its

media strategy.



PowerGen is Bridgeworks’ first account win since the company, formed by

Dominic Owens, Simon King and Simon Calvert, officially opened its doors

for business earlier this year.



The PowerGen media review was called at the end of last week and pitches

are expected to be held within the next two weeks, with a decision to

follow before the end of June.



PowerGen’s review is part of a new branding drive for PowerGen following

its purchase of EME. Saatchi & Saatchi, the incumbent on the PowerGen

creative account, won the creative task to rebrand EME from Rainey Kelly

Campbell Roalfe last month. EME will be rebranded as PowerGen this

summer.



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