RKCR/Y&R out as TBWA\London lands £15m Powergen relaunch

Campaign 19-Jan-07

TBWA\London is to mastermind the £15 million relaunch of the Powergen brand to E.ON, having snatched the account from the incumbent Rainey Kelly Campbell Roalfe/Y&R without a pitch.

E.ON, the German utility company and Powergen parent, approached
TBWA\London in December after differences of opinion with RKCR/Y&R as to
how the rebrand should be handled.

A spokeswoman from RKCR/Y&R said: "We were looking to retain and build

on the 'positive energy' campaign, in view of the current political

climate, where sustainable energy and environmental issues are seen as
paramount."

E.ON plans to allocate £15 million for the rebrand, an increase in
spend from £10 million last year. Neither E.ON nor TBWA would
comment on the timings or media.

RKCR/Y&R has held the account since 2003. It has created a number of
Powergen spots, including the ITV weather idents starring The Fast
Show's Simon Day.