Manning Gottlieb Media will launch a massive pounds 20 million
campaign for National Power’s new utilities brand, Npower, with a
high-profile TV and poster campaign.
MGM saw off incumbent Cogent - which worked with New PHD Compass - as
well as Grey, McCann-Erickson and FCA! to win the brief.
Npower was formed in November when National Power split into two
separately listed companies, Npower and International Power. Npower
provides a gas and electricity service for domestic consumers. Its
stronghold is in the Midlands where it provides utilities through its
Midland Electricity Board subsidiary, but Npower is looking to attract
consumers from across the UK.
MGM’s managing partner Colin Gottlieb said: ’People don’t assume their
gas or electricity service is going to break down, so convincing
consumers to switch services is tough. The first task is to let them
know about Npower - what it is and what it’s offering - and you can
expect TV and posters to play a large role in that.’
He added that price-point information may well be best communicated
through the press, while online and direct marketing activity will also
be part of the mix.
It is not yet clear who will run the account, although it looks as
though MGM is in the process of recruiting a team leader.
The agency has also made a number of new appointments. Emma Lesh has
been hired from Initiative to work on Virgin Atlantic and Nike as an
associate director, while Mark Savage from Motive joins in the same
position to work on PlayStation 2.
Emma Hughes from BBJ has joined as a TV buyer, while Glynn Shadwell and
Zoe Bale come on board as non-broadcast planner/buyers.