Npower parent RWE seeks ad agency

The global utility conglomerate RWE, the owner of Thames Water and Npower, is seeking an ad agency to handle its first international brand campaign.

The company is looking to position RWE as a global brand with a campaign that would run in its core markets of Germany, the UK and the US.

The campaign would target the business community with creative executions likely to run in publications such as Time, Newsweek and The Economist.

The pitch is being run by Simon Esberger, the former Npower and BT Cellnet marketer, who joined RWE in February last year with a brief to define a global strategy across its various international component brands.

The pitch will not affect TBWA\London's hold on the Npower creative account.

Earlier this month, Mike Moran, Thames Water's worldwide director of marketing and strategy, handed M&C Saatchi a brief to develop an awareness campaign for next summer, which will only run if low water supplies lead to rationing and hosepipe bans. Moran said: "I am unaware of anything that would undermine M&C's hold on the Thames Water business."

RWE, whose core businesses are gas, electricity, water, waste management and other utility-related services, is not a consumer brand in the UK.

It is the leading operator in the German electricity market and the third-biggest in Europe. It occupies second place in the German gas market and is ranked the fifth-biggest in Europe. It is also the world's third-biggest water supplier.

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