Soul beats seven to secure Powergen's sponsorship spots

Soul has scooped the account to create new credits for Powergen's

high-profile sponsorship of all of ITV's national weather bulletins,

claimed to be worth up to pounds 5 million.

Soul pitched against seven agencies, including a number of design

agencies, for the business, which has historically been handled by

Saatchi & Saatchi.

The account covers sponsorship credits across the year and the ITV deal

has been running since 1989. The current creative uses 12

weather-related characters to represent the seasons. However, Powergen

is now keen to update the image to provide a more rounded impression of

the company.

Nobody at Soul would comment on the appointment but a Powergen spokesman

admitted: "We are talking to Soul with a view to reaching an


The sponsorship rethink follows a new pounds 13 million branding push by

Powergen which kicked off at the beginning of this year. The new drive

has been created by Miller Bainbridge.

PowerGen, which was acquired by the German utility company Eon earlier

this year, has expanded its activities beyond energy provision into new

sectors such as financial services and internet and telecomms provision.