British Gas axes Celsia brand…

British Gas Services is axing the Celsia central heating brand, which it has supported with over 8m in advertising and promotional spend over the past two years.

It is understood that the company, which is the central heating and servicing arm of Centrica, will drop the Celsia brand name from its central heating products and replace it with the company name. Celsia was launched two years ago with a campaign through TBWA.

The move comes amid considerable disarray at BGS. It has called a review of its advertising account (MW August 7), held by TBWA Simons Palmer, and is understood to have shortlisted Duckworth Finn Grubb Waters and Lowe Howard-Spink.

A week after drawing up the shortlist, BGS announced that its marketing director Kevin Mahoney, who was conducting the pitch, was leaving after a year to take up the post of UK managing director of Danish catering company ISS (MW August 21).

No replacement for Mahoney has been found, and it is understood the advertising pitch has been put on hold. But a BGS spokesman denies this and says the pitch will continue.

BMP.DDB will launch a substantial advertising campaign in October to herald British Gas Trading’s entry into the electricity market. Next spring, the electricity market is to be thrown open to free competition, and companies are starting to declare their involvement. It is thought the strapline for the British Gas campaign will be “Home energy from British Gas”.

Cover Story, page 44

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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