Northern Electric to review 4m account

Northern Electric is reviewing its 4m advertising account held by Robson Brown Advertising.

The account for above- and below-the-line work involves a campaign to attract and retain existing customers for the company’s gas, electricity and dual fuel supply business. It also includes the advertising of 40 retail stores in the north east that sell electrical goods.

A spokeswoman says the review is occurring because Robson Brown’s current contract has almost expired.

Northern Electric claims to have over 500,000 customers for its supply business, most of whom take gas. It is now offering electricity to customers across the country after gradual deregulation started last year.

Previous advertising has included television work in the north east, which the company is considering rolling out nationally although no final decision has been made.

In the past, Northern Electric has struck alliances with Saga, the Daily Telegraph, Vaux, Newcastle Building Society and Granada Home Technology in an effort to attract customers. Last year it was also stopped from marketing gas supplies for two weeks by gas regulator Ofgas, after allegations of unethical sales and marketing techniques.

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