Carat retains £50m British Gas account

Carat has retained the £50 million media planning and buying account for British Gas after a final shoot-out against ZenithOptimedia and Mindshare.

British Gas... retained Carat
British Gas... retained Carat

The agency has held the British Gas account since 2002, when it picked up the consolidated business after a pitch against ZenithOptimedia and OMD UK. The relationship between Carat and the Centrica-owned utilities company is said to be one of the strongest in the industry.

Carat has won a number of accolades for its work on British Gas, and last year scooped a Campaign Media Award for the "good news stories" campaign, which flagged up the work that British Gas engineers do within the local community.

Its most recent high-profile campaign informed the public that British Gas is "the cheapest standard gas and electricity supplier" in the UK.