British Gas retains Carat following marketing restructure

British Gas has retained Carat to handle its £50m media planning and buying account, following a reshuffle of its marketing department.

The media agency was reappointed following a final shoot-out against ZenithOptimedia and Mindshare. It has held the British Gas account since 2002.

The move comes after British Gas completed a restructure of its senior management team, which included the creation of a British Gas Services managing director position, which will be filled by current commercial director Chris Jansen.

In his new role, Jansen will take responsibility for the company’s home services business. British Gas marketing director Rick Vlemmiks will replace Jansen as commercial director.

The development of British Gas’ new smart-energy business will be left to Dean Keeling, who is leaving his post as brand director to take up a new commercial marketing role that reports to Vlemmiks.

Communications director Andrew Hogan will fill the vacant brand director role left by Keeling, while former WCRS chief executive Will Orr is coming in to replace Hogan as communications director. 

Vlemmiks says: “So far, the marketing team has played a tremendous role supporting the transformation of British Gas in the eyes of its customers.  These changes give us the opportunity to be even more responsive, innovative and creative in improving the customer experience and growing the business.”

British Gas’s advertising account is handled by CHI & Partners, while the firm’s direct marketing is handled by OgilvyOne.

To read Rosie Baker’s opinion column about utility company EDF’s green campaign click here

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