EDF Energy reviews European media account

EDF Energy, the energy company majority owned by the French state, is reviewing its media planning and buying account across Europe.

EDF: "Zingy" by Abbott Mead Vickers BBDO
EDF: "Zingy" by Abbott Mead Vickers BBDO

It is understood that Havas Media handles the account in the majority of markets, including the largest two – UK and France. In the UK EDF spent £23.9m in the 12 months to 30 September 2012, according to Nielsen.

The review is thought to be part of a statutory process. Havas Media, then MPG Media Contacts, retained the French and UK business in 2010 after a similar review when the business was estimated to be worth £66m.

MPG won the UK account, previously handled by Manning Gottlieb OMD, in 2007.

EDF is the latest energy company to review its agency arrangements in a pressured energy market. Scottish Power is reviewing its media planning and buying account and SEE is reviewing its creative and digital business.

The energy giant also joins a list of London 2012 sponsors who have reviewed their media this year. Others include GE (revealed today by Campaign), BA and The Coca-Cola Company.

EDF’s UK ad account is handled by Abbot Mead Vickers BBDO and is not affected by the review.

Recent work from EDF included a TV spot starring its mascot, Zingy, travelling on the back of a basset hound on his way home. The campaign highlighted the energy provider’s latest Blue + Price Promise tariff.

A spokesman for EDF said: "We are reviewing our media agency requirements. This is in line with standard industry practice."

In Europe EDF operates in Austria, Belgium, Germany, France, Hungary, Italy, the UK, the Netherlands, Spain, Poland, Ukraine and Switzerland.