Npower parent revamps identity

RWE Innogy, which owns energy supplier npower, has overhauled its corporate and consumer brand identities in the UK to bring its business closer together.

The company has revamped the npower consumer brand with a new logo that will feature the RWE name in consumer communications. A spokesman says the company hopes the global RWE strength will support the npower brand locally.

RWE Innogy will change its name in the UK to RWE npower, which will be used across the company’s communications. RWE’s eco-friendly consumer power divisions, National Wind Power and Innogy Hydro, will be brought together under the name npower Renewables. The company wants consumers to identify the npower name more closely with its renewable energy sources.

The rebranding comes as npower is reviewing its £4m media planning and buying account. Media for the company’s latest ad campaign was handled by Vizeum UK, which was appointed to a project earlier this year.

Its creative account was moved at the same time from TBWA/ London to Isobel (MW December 4, 2003). Parent RWE is also understood to be reviewing its global creative and media accounts. Npower was last rebranded four years ago, when the company changed from National Power (MW January 6, 2000).

German utility giant RWE acquired Innogy, the parent company of npower, in 2002.


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