Bartle Bogle Hegarty has ended a barren new-business spell by
beating Rainey Kelly Campbell Roalfe and TBWA Simons Palmer to a pounds
4 million advertising assignment from British Gas Services, the central
heating and servicing arm of Centrica.
The move ends TBWA Simons’ tenure on the business and is part of a drive
to raise awareness of British Gas’s domestic heating installation,
repair and maintenance services while also building the British Gas
British Gas Trading - the supply arm of British Gas - is handled by BMP
The Services account was handled by TBWA before its merger with Simons
Palmer Clemmow Johnson. The most recent advertising support was tactical
work which encouraged consumers to use building society windfall
payments to improve their domestic heating systems.
Graham Hardy, the communications manager for British Gas Services, said
the decision had been difficult. He added: ’We were impressed by BBH’s
strategic direction and originality.’
Gwyn Jones, a group director at BBH who will be running the business,
said: ’We see British Gas Services as the human face of a strong brand.
It is embodied by the engineers who service and install central heating
Media planning and buying remains with Eurospace and direct marketing is
handled by Evans Hunt Scott, which will be working closely with BBH on
The company has also appointed Ron Gayton, who moves from marketing and
strategy director at British Gas Trading, its new marketing
Gayton succeeds Kevin Mahoney, who resigned to take up the post of UK
managing director of the Danish catering company, ISS, a week after
compiling the shortlist. The pitch was conducted by a British Gas team
led by Hardy and the managing director of BGS, Roger Wood.