British Gas ends 14-year relationship with Carat, handing media account to MediaCom

MediaCom has taken on the three-year media planning and buying account

British Gas has today (30 September) announced the appointment of MediaCom to handle its media and buying account, which has been in the hands of Carat since 2002.

MediaCom will begin work with the utilities firm from1 December. The three-year account includes the main British Gas brand, as well as its offshoots Hive, Dyno and Local Heroes.

The GroupM agency won the account following a competitive pitch process run by ID Comms for British Gas. The brand would not disclose the value of the deal, however it is understood to be one of the biggest media buying contracts in the UK.

Margaret Jobling, marketing director of British Gas, paid homage to Carat’s extensive work for the company, stating: “They have supported us through a lot of change and have contributed to many of our successful campaigns.”

She added: “We’re changing - moving from being just a utility company to being a modern, dynamic customer-centric organisation. We’re transforming our business, so that we continue to be relevant and future facing, and the pace of change in the media landscape is incredible.

“We believe MediaCom will be the perfect partner to help us on our journey.”

Josh Krichefski, chief executive of MediaCom UK, said: “I am absolutely delighted that MediaCom has been appointed to work with such an important British brand through a period of transformation. It was a great pitch process and the team are thrilled to be working with them.”

David Indo, chief executive of ID Comms, commented: “The British Gas review has been one of the most hotly contested media pitches ID Comms has ever been involved in. The participating agencies were hugely inspired and motivated by the marketing team’s clarity of vision, desire for media excellence and commitment to find a true media partner.

“We're delighted to have been part of such a fantastic process.”

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