British Gas owner Centrica calls global agency review as it eyes 'integrated' model

In the UK incumbents include The & Partnership, which was appointed to the creative account in 2004 / British Gas

Centrica, the parent company of British Gas, has put its agency roster on alert, launching a wholesale review of its partners as it makes a move towards an "integrated marketing operating model".

The global review will cover creative, media strategy and buying, CRM, data, content and PR.

All Centrica Consumer business units in the UK and Ireland and North America, including British Gas and Local Heroes, Hive, Direct Energy and Bord Gais, will be reviewed.

The pitch is being managed by ID Comms, with British Gas saying it wants to "select a marketing communications partner who will support us on our journey of transformation as well as driving creativity and innovation."

While the process is ongoing, British Gas stressed it would continue to work with its incumbent agencies across our businesses and markets.

The play follows on from the energy provider elevating Margaret Jobling to group chief marketing officer at Centrica last year.

In the UK incumbents include The & Partnership, which was appointed to the creative account in 2004, along with WPP agencies Ogilvy which handles CRM and MediaCom, which was enlisted to handle its then-£55m media account in 2016.

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