EDF pools direct and digital work

LONDON - EDF Energy has appointed Archibald Ingall Stretton to its consolidated UK direct and digital account.

The brief is expected to include activity surrounding EDF's status as the tier-one sustainability partner of the London 2012 Olympic Games. The brand, which agreed a deal worth an estimated £35m earlier this year, will use the Games to promote its green credentials.

Archibald Ingall Stretton was hired following a pitch and will begin operating on a retained basis from 1 July.

The account moves from Proximity London, which handled EDF's business communications, and MBA, which managed its consumer marketing; both had worked on digital projects for the energy brand.

Earlier this year, EDF rolled out a 'recycled' ad campaign featuring clips from Thunderbirds and The Wombles, using the strapline 'Save today. Save tomorrow.'