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.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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