NEWS: Robson Brown wins battle for Northern Electric’s pounds 4m task

Robson Brown has beaten 11 regional rivals to pick up the pounds 4 million advertising account for Northern Electric.

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.

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