BJL wins pan-euro task for boiler brand Baxi
BJL has scooped the UK B2B and B2C advertising account for Baxi, the boiler and renewables product retailer.
The account win - which was awarded without a pitch follows strategic and credential presentations by the agency.
Baxi has been one of the leading brands for domestic heating boilers for years, but has had to drastically alter its range and product offering in recent times following the Government’s pledge to cut carbon emissions. Domestic heating is the third biggest contributor of carbon monoxide.
BJL will work on everything for Baxi, including brand development and launching new products.
Baxi is looking to launch a range of new products that use renewable power sources including ground and air sourced heat pumps and a full solar package.
Paul Ray, account director at BJL who led the account win, said; “Baxi is a leading player in renewables. People don’t identify a brand when they buy a boiler and it’s part of the long term strategy for the brand.”
The agency will work with the ComVort network (of which it is part) on the global account.
Nicky Unsworth, partner of BJL, said of the global role; “We will work individually with ComVort agencies on projects.
“This win is yet another reason to not think of agencies outside of London as ‘just’ being regional. We’re now working on a pan-European basis for Baxi. We just happen to be based in Manchester.”
The Baxi win is yet another the agency has secured with the weight of its ComVort link.
The network is the world’s largest of specialised, independent and owner-managed companies. In July last year it won the £4 million ATS Euromaster account.