National Power has hired former Hilton Hotels UK vice-president of marketing David Andrew to spearhead the launch of its new energy and home services brand, npower.
Andrew joins National Power in the new role of marketing director as the power giant absorbs the acquisition of energy suppliers MEB and Calortex, giving it 2.5 million gas and electricity customers.
National Power launches the npower brand next week with advertising through The Square and Cogent. Andrew has initiated a search for what he calls a “first division” advertising agency to launch a national branding campaign. He refuses to reveal the budget, but it would need to be a few million pounds to compete with British Gas Trading.
Npower will aim to extend its business into home services and has launched an initiative called “Four out of Five”. Andrew, who left Hilton last month, says: “We want to move beyond electricity and gas into a new retail venture as a home services retailer. We are seeking to have 4-5 million customers in four or five years’ time, purchasing four or five different services from us.”
The company is planning to launch a home-movers service to organise the transfer of bills, moving furniture and setting up mortgages. Partners have yet to be announced.
Next week’s relaunch will be accompanied with a price promise, with npower claiming to save customers who take electricity and gas up to &£85 against British Gas Trading prices.