Robson Brown has beaten 11 regional rivals to pick up the pounds 4
million advertising account for Northern Electric.
Northern Electric whittled the original list down to a five-strong
shortlist last month, before choosing Robson Brown and Yellow M for a
final shoot-out. The account was previously held by the Leith Agency.
Alan Brown, the group managing director of Robson Brown, said: ‘The
brief is to promote both the electricity and gas supply businesses of
Northern Electric as competition is extended to new markets in 1998.’
From 1998, regional electricity monopolies will be abolished and
regional boards will be able to sell to households throughout the UK.
Northern Electric will initially be concentrating its advertising push
on its own catchment area, which runs from the Scottish Borders to York,
before rolling out a national campaign in readiness for the 1998 shake-
Dean Hall, the marketing manager for Northern Electric, said: ‘Our
objective is to generate interest and awareness among existing and
potential customers to buy electricity and gas from us. It was vital to
appoint an agency that understood our business and our objectives.’
Robson Brown’s first work for the electricity provider will break next
summer. A TV-led campaign is planned, featuring direct mail, press,
radio, outdoor and teletext.
As part of the pitch, Robson Brown conducted extensive research with
Northern Electric consumers in the North-east and other regions around
the UK as well as national utility and consumer associations and this
will be used in the development of the campaign.
Northern Electric was the only regional electricity board to opt out of
the generic ‘creature comforts’ electricity campaign in the early 90s
and to identify the opportunity that 1998 posed for expansion and
competition between the individual companies, by committing itself to
long term corporate branding campaigns.
Other electricity companies are now expected to follow suit and boost
adspend across the sector.