E.ON seeking greater unity between above-the-line and direct advertising
E.ON is looking to more closely tie its above-the-line and direct advertising together as it looks to sharpen media efficiencies in its business-wide reorientation around customers.
The energy supplier is on the hunt for a single agency to handle advertising and CRM tasks in the UK in a consolidation of two areas it used to treat as separate. An agency is likely to be appointed by May, giving the provider enough time to collaborate on new creative going into the post-election Autumn/Winter key advertising period for energy suppliers.
E.ON’s decision stems from a scheduled review of its advertising accounts as part of its procurement process. Incumbents for both above-the-line and direct accounts, DLKW Lowe and Havas EHS respectively will take part in the pitch process.
A spokeswoman for the company said: “E.ON is undertaking a review of its retained above- and below-the-line strategic marketing agencies. We intend to appoint a single through-the-line creative and direct agency by May 2015.
This will include a full review of our agency requirements to ensure we continue to get the best possible ideas, service and value for money as we work to become our customers’ trusted energy partner.
E.ON’s rejig of its advertising roster comes as it looks to elevate the role of digital in its media mix. Social media, CRM along with other online channels are being aligned to foster more personalised experiences across its communications, a move the company believes will lead to a more responsive service for customers.
Future customers should be able to visit the company’s site and browse content tailored to their energy consumption habits, which could then be extended to mobile devices.
Additionally, homeowners ringing customer call centres will receive a better service due to their data being more readily accessible to staff.