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.

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