First Utility appoints VCCP as creative agency

First Utility, the largest challenger to the "big six" energy suppliers, has appointed VCCP to its integrated ad account after a competitive pitch.

First Utility's most recent ad, created in January by Upstart
First Utility's most recent ad, created in January by Upstart

VCCP won the pitch against three agencies. Upstart Films, the incumbent, did not re-pitch for the business. The process was handled by AAR.

In January Upstart created a TV ad for First Utility called "poker" that featured a voiceover from Mark Strong, the film and TV actor.

Paul Cable, the head of marketing at First Utility, said: "Thanks to some strong work with We Are Spectacular we've evolved our brand proposition and messaging, and now need a creative platform to activate it. 

"VCCP displayed a level of thinking and creativity that not only builds on this proposition but takes us in an exciting and bold direction.

"In a market where millions of UK households are disengaged and spending too much money on their energy, we need a campaign that can inspire people to take action."

First Utility, which was launched in 2008, is privately owned by its founders and other individuals and has a relationship with Shell. It has been exploring a stock market flotation for several months. 

There is mounting pressure from the government and UK regulators for greater competition in the energy industry to prevent customers from being overcharged.