Media Insight has landed pounds 5 million-worth of media planning
and buying for the Government’s new Home Energy Efficiency scheme.
The Government has contracted out the administration of the scheme to
the Eaga Partnership. The private body covers the London, Bristol and
Newcastle areas and was responsible for hiring Media Insight.
The pounds 750 million scheme is funding a package of heating and
insulation measures aimed at helping the less well-off and those at risk
from the cold. Grants and advice are to be provided to improve home
Toby Jenner, managing director at Media Insight, commented on the win:
’We have been asked to create an above-the-line strategy that will get
the scheme known and raise the profile of the Eaga Partnership
Jenner said the task was complicated by the fact that the target group
included many who were disenfranchised or elderly and with whom there
was a need to build trust before the scheme could be implemented.
’We will be using ’baton-of-trust’ ideas such as working with people our
target audience already has a relationship with, such as doctors, care
workers, meals on wheels volunteers and nurses. This could involve
advertising in doctors’ surgeries, for example.’
The media agency is likely to use regional press and direct mail to
support the campaign. However, Jenner told Media Business the Eaga team
has yet to develop its strategy in detail.
According to Jenner, nearly nine million homes in the country have an
income of less than pounds 10,000 a year, and with heating bills in most
homes costing around pounds 500 a year, many people were at risk from
Jenner will run the account with managing partner Andy Spray and account
manager Jo Lincoln. The agency is expecting to make more appointments
Jenner, 29, became managing director of Media Insight at the end of
March when Kevin Grand left the company
Since then, Media Insight - a sister company of MindShare - has picked
up a raft of contracts including GOLFdigital and the online CD retailer
Boxman.com. It also works for Telewest Communications and Focus Do It