COI electricity deregulation goes to Lowe

Lowe & Partners has won the Central Office of Information’s 4m account to promote the introduction of competition in the electricity market.

Lowe beat agencies Young & Rubicam, CDP and TBWA Simons Palmer in the pitch. But the creative work will be subject to research before Lowe’s appointment is confirmed.

The integrated campaign will use Lowe Howard-Spink for above-the-line advertising, Lowe Direct for the direct mail side and Western International Media. It will target domestic and small business users of electricity and promote the benefits of competition in the industry, which is to be phased in from April 1998. The campaign will also aim to reinforce awareness of consumer rights in a market which is likely to attract aggressive marketing by doorstep sales teams.

The COI handled the agency selection on behalf of the Office of Electricity Regulation (Offer), which is responsible for introducing competition into the electricity market. The move mirrors a similar campaign that is being launched on behalf of the gas regulator Ofgas, which has appointed Barraclough Hall Woolston Gray for an integrated campaign promoting gas deregulation.