By Larissa Bannister, Campaign, Friday, 28 July 2006 12:00AM
The digital agency will now work on a variety of projects with a focus on online brand awareness, eCRM, customer recruitment and driving traffic to the npower website.
The agency triumphed in a competitive pitch called by npower's parent company, RWE, in April as part of an overhaul of its online marketing strategy.
Last year, the utility company appointed the Aegis-owned digital media specialist Diffiniti to develop an online media plan to help the brand compete with British Gas.
It later announced its intention to double its marketing spend to £20 million, promising to increase the proportion of its budget spent online from 7 per cent to 14 per cent. At the same time, it bolstered its marketing department by appointing a number of digital marketing specialists.
Npower denied it had made an appointment, while Grand Union declined to comment.
This article was first published on Campaign
Technological innovations are everywhere, and while we may hear about a number of fascinating new developments, few will actually truly define the future of retail. Considering the changing landscape, technology is irrelevant if you don’t first understand both the behaviours and motivations of consumers in a hyper-connected, multi-channel world.