Western International Media has scored its second new-business
triumph in under a month by picking up the pounds 10 million media
planning and buying account of PowerGen.
The win follows Airtours, which Western gained last month. The PowerGen
media review -which was managed by the strategic media consultancy,
BridgeWorks - was sparked by the power giant’s acquisition of East
Midlands Electricity last year.
Western beat the incumbents, Zenith Media and Booth Lockett Makin, to
take the job.
PowerGen’s next advertising burst is due in the summer and will comprise
a pounds 4 million generic branding campaign to run nationally, and a
local effort based in the East Midlands to rebrand East Midlands
Electricity as PowerGen. The company’s retail outlets will be marketed
in addition to this activity.
Mike Tunnicliffe, the managing director of Western, said: ’PowerGen
wanted an agency to build the brand and to manage sales activity on a
local level. We have just that kind of experience with our work on
Tesco, and understood PowerGen’s business and communications
requirements very quickly.’
Western will work closely with PowerGen’s two other agencies, Saatchi
&Saatchi - which won the ad account in a pitch against Rainey Kelly
Campbell Roalfe last year - and the below-the-line agency, Tequila Payne
Stracey, with whom Western will target potential customers through
Tequila Payne Stracey came on to the PowerGen account through Payne
Stracey’s long-standing relationship with East Midlands Electricity. It
has now assumed full control of the merged business.
’We have developed a very clever targeting approach,’ Tunnicliffe
’There is a lot of inertia in the gas and electricity market. People
only think about wanting to change their provider when there is a knock
on the door, so PowerGen, through its three agencies, will run a totally