The agency won the business without a pitch, having been approached by E.ON, Powergen’s German parent, last December. Both agencies were informed of the news last night.
The spend is being increased to £15 million (from £10 million last year) as the German utility company plans to rebrand Powergen in the UK as E.ON.
RKCR has held the Powergen account since 2003. It has created a number of spots including ITV weather sponsorship idents starring Fast Show’s Simon Day.
Helen Merrick, director of brand strategy and communications at E.ON, said: “We have had great success in building the Powergen brand and recognise the contribution to this by RKCR. With the sponsorship of the FA Cup by E.ON we now have the opportunity to raise the profile of Powergen’s parent and look forward to working with TBWA to achieve this.”
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