Publicis Dialog wins £10m Powergen account

Publicis Dialog has won Powergen’s £10m direct and digital marketing business.

Publicis Dialog has won Powergen’s &£10m direct and digital marketing business.The agency beat Craik Jones Watson Mitchell Voelkel and Joshua. The incumbent, Miller Bainbridge, declined to repitch because of client conflict with Thames Water, whose parent company RWE owns rival npower.

The review, overseen by the Haystack Group, was headed by Powergen’s head of relationship marketing Andrew Franklin.

The electricity and gas supplier is seeking greater integration between its direct marketing and digital activity, which it is increasingly using as a customer acquisition channel.

Powergen recently denied that it has been talking to media agencies about reviewing its &£9m planning and buying account held by Initiative.

The energy supplier’s advertising is handled by Rainey Kelly Campbell Roalfe/Y&R, which won the business in 2002 after a pitch against Delaney Lund Knox Warren & Partners.

Rainey Kelly handles all Powergen’s television work, including its high-profile sponsorship of ITV weather forecasts.

Its most recent advertising promoted the company’s tie-up with Tesco’s Clubcard loyalty scheme, offering customers a Clubcard point for every &£1 they spend on their energy bill. The ads featured The Fast Show’s Simon Day, whom Powergen signed up to front its advertising for three years in October 2003.

The appointment of RKCR/Y&R followed the acquisition of Powergen by German utility company EON.

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