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 & 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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here