PowerGen to axe East Mids Electricity

PowerGen is scrapping the East Midlands Electricity brand following its purchase of the company last year.

The company has decided that East Midlands Electricity (EME) had limited potential as a brand name, and its business will be rebranded as PowerGen from late summer.

Saatchi & Saatchi, which already handles corporate advertising for PowerGen, has won the estimated 4m advertising account for the rebranding, ousting Rainey Kelly Campbell Roalfe, who previously handled the EME account.

EME was bought by PowerGen for 1.9bn. John Rudaizky, PowerGen’s group director, says: ” This is a crucial time in the energy market, and the task of rebranding EME is a major opportunity. The PowerGen brand stands out in consumers’ minds.”

PowerGen is already the leading supplier of power to UK industry, with customers including Bass, Toyota, Samsung and Rolls-Royce.

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