Western picks up pounds 10m PowerGen business

Western International Media has scored its second new-business triumph in under a month by picking up the pounds 10 million media planning and buying account of PowerGen.

Western International Media has scored its second new-business

triumph in under a month by picking up the pounds 10 million media

planning and buying account of PowerGen.



The win follows Airtours, which Western gained last month. The PowerGen

media review -which was managed by the strategic media consultancy,

BridgeWorks - was sparked by the power giant’s acquisition of East

Midlands Electricity last year.



Western beat the incumbents, Zenith Media and Booth Lockett Makin, to

take the job.



PowerGen’s next advertising burst is due in the summer and will comprise

a pounds 4 million generic branding campaign to run nationally, and a

local effort based in the East Midlands to rebrand East Midlands

Electricity as PowerGen. The company’s retail outlets will be marketed

in addition to this activity.



Mike Tunnicliffe, the managing director of Western, said: ’PowerGen

wanted an agency to build the brand and to manage sales activity on a

local level. We have just that kind of experience with our work on

Tesco, and understood PowerGen’s business and communications

requirements very quickly.’



Western will work closely with PowerGen’s two other agencies, Saatchi

&Saatchi - which won the ad account in a pitch against Rainey Kelly

Campbell Roalfe last year - and the below-the-line agency, Tequila Payne

Stracey, with whom Western will target potential customers through

database research.



Tequila Payne Stracey came on to the PowerGen account through Payne

Stracey’s long-standing relationship with East Midlands Electricity. It

has now assumed full control of the merged business.



’We have developed a very clever targeting approach,’ Tunnicliffe

added.



’There is a lot of inertia in the gas and electricity market. People

only think about wanting to change their provider when there is a knock

on the door, so PowerGen, through its three agencies, will run a totally

integrated campaign.’