TXU Energi brand set for chop as Powergen takes the reins

TXU Energi, the struggling utility brand is to be axed in the next few weeks following its takeover by Eon-owned Powergen this week.

TXU Energi was sold by its US parent company TXU in a deal worth £1.6bn.

Powergen managing director Nick Horler says: “Our main concern at the moment is to stabilise the business and focus on the integration process. But the plan is that after EU regulatory approval, which should happen in the next four to five weeks, the TXU brand will be renamed Powergen.”

The takeover also raises questions about the management teams at TXU Energi, including the marketing chief Matthew Crane. The gas and electricity supplier recently lost its head of retail business for Europe, Roger Partington, after the company restructured (MW October 10). He left without a job to go to.

Horler says that only voluntary redundancies will take place.

Powergen recently appointed former Barclaycard marketing director Paul Parmenter to sales and marketing director. It is not known whether he will be given a new role following the acquisition.

The axing of the TXU Energi name also puts advertising agency Roose’s role under threat. Roose created a national campaign for TXU Energi last year, when its ditched its Norweb Energi and Eastern Energy brands.

Powergen recently appointed Rainey Kelly Campbell Roalfe/Y&R to handle its £12m advertising business (MW July 11).

The acquisition makes Powergen the UK’s second-largest supplier of electricity and gas, with more than 8 million customers.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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