ScottishPower moves direct marketing account out of Marketing Advantage but keeps business in Scotland
ScottishPower has moved its direct marketing business out of Edinburgh-based DM firm Marketing Advantage DDB and moved it into city rival Navigator Responsive Advertising.
Navigator secured the business following a three-way pitch involving Story and MA DDB, which has held the account for two years.
As part of a two-fold remit, the new campaign will target consumers and SME areas, focusing on retaining existing customers and gaining new ones.
The news follows Navigator’s recent appointment to the £250,000 Dumfries & Galloway Tourist Board business.
Yvonne Hutchison, client services director at Navigator, said: “This was one account we were determined to win from the outset. It’s an interesting and exciting time to be involved with an energy company, especially one with the reputation and stature of ScottishPower. We look forward to working with Ronnie and his team and are confident that our combined efforts will net valuable results for ScottishPower.”
Ronnie Wayte, marketing & affinities director at ScottishPower, said: “We had a carefully structured DM review process, which involved representatives across the sales and marketing department, to allow us to make a considered decision based on how each agency was likely to perform.
“The brief looked for each agency to demonstrate its strategic and creative input in responding to the retention of existing customers and gaining new customers within both consumer and SME markets. Navigator clearly demonstrated how they could add value strategically to maximise results from a fully integrated campaign approach. We are delighted to award them our contract and are looking forward to working with them.”
ScottishPower also recently appointed Feather Brooksbank to its £650,000 media account after a three-way pitch and The Bridge recently secured all the above-the-line advertising business.