Npower to review £3m ad account out of Isobel

Utility company npower is putting its £3m advertising business out to tender.

Utility company npower is putting its &£3m advertising business out to tender.

The business is currently held by Isobel, which won the business from TBWA/London at the end of 2003 (MW December 4, 2003). TBWA had held the account since RWE-owned National Power rebranded as npower in 2000.

Vizeum handles the &£3m planning and buying account, which was awarded at the same time. It is not thought to be affected by the creative review.

Last month npower launched a television campaign depicting gas and electricity as a pair of cute glowing balls that are introduced to each other by an npower customer.

The branding move was designed to inject some personality into the world of utilities, and highlight the fact the company provides both gas and electricity in a bid to take share away from market leader British Gas.

Npower’s battle with British Gas has become central to its strategy recently and npower claims to be ten per cent cheaper than its opposition, despite price rises last year. In the past, npower has relied heavily on sponsorship, notably in cricket, rather than above-the-line advertising.

Latest from Marketing Week


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


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.


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.


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 3703 or email

If you are looking for our Jobs site, please click here