Interpublic eliminated from Centrica pitch

Team built around incumbents The & Partnership and MediaCom will go head to head with Publicis Groupe.

British Gas: The & Partnership handles creative duties
British Gas: The & Partnership handles creative duties

The team of Interpublic agencies – including shops from McCann Worldgroup – pitching for the global integrated Centrica business has been knocked out, leaving two contenders for the huge account.

The narrowing of the contest follows pitches held in New York at the start of May. The process is being run by ID Comms.

A team from Publicis Groupe will now enter a shootout against a group comprising incumbent agencies The & Partnership and MediaCom, along with Wunderman Thompson. 

A fourth team, consisting of Ogilvy – which had held the British Gas direct account since 2007 – and Wavemaker, was knocked out in March.

Although Centrica does not disclose its global marketing spend, industry sources estimate it to be in the region of £100m globally – more than half of which is in the UK.

The global account will cover brands including British Gas, Local Heroes and Hive in the UK, Direct Energy in the US and Bord Gáis Energy in Ireland.

The & Partnership has held the advertising account for British Gas since 2003, while MediaCom won the media business in 2016, replacing Carat.