London Electricity is reviewing all its marketing activities, including its advertising account which could be worth up to 3m, in anticipation of deregulation next April.
LE is currently talking to advertising, direct marketing and PR agencies. A spokesman says three of each kind of agency have been invited to pitch. To date, the advertising – press ads with the strapline Get on to London – has been business to business only.
The spokesman says: “We feel it is an appropriate time to review, bearing in mind we will be entering the competitive domestic market next year. We want to have suppliers in place in plenty of time.”
Press advertising has been handled by First City BBDO for the past three years. The Direct Partnership handles below-the-line work and Countrywide Porter Novelli is the incumbent PR agency.
The spokesman refuses to reveal any spend for the accounts, but says that marketing activity will be stepped up before next April. He will not rule out going on TV, but says this will be the top priority.
LE has been attacked for sending out piggy-back mailings which include a magazine promoting third-party companies with electricity bills. This directly flouts a ruling from the Data Protection Registrar.