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

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