Ovo Energy enlists 20something to deliver standout creative in crowded energy market

The Drum understands 20something won the business without a pitch

Ovo Energy has enlisted recently-opened creative production shop 20something to deliver creative that will help it stand out in the increasingly crowded energy market, The Drum has learned.

It's believed 20something, which is headed up by ex-And Rising duo Andrew Barnard and Will Thacker, won the challenger energy brand's creative brief without a pitch. It will focus on upping brand recognition across the UK.

At the time of writing, the agency had not commented on the win, which follows on from Sarah Booth taking over as brand and marketing director at Ovo in April.

An Ovo Energy spokesperson told The Drum: "We are stepping into the next stage of our OvoEnergy journey and with a new brand and marketing director leading our team, have appointed 20something on a project basis to deliver our new campaign."

Ovo, which has positioned itself as a competitor to the 'big six' energy firms, is just one-decade old and boasts one million customers. However, in recent years other independent competitors like Bulb have entered the ring, offering similarly-focused renewable energy solutions and low tariffs.

Elsewhere, giants like Shell and BP have been promoting their own sustainable credentials and sharpening their propositions with global campaigns around innovation and methods of energy generation.

Ovo's appointment of 20something will see its creative consulting business moved out of Uncommon London, the outfit launched by former Grey London executives Lucy Jameson, Nils Leonard and Natalie Graeme.

Ovo was Uncommon's first big client win in early 2018, with a consulting brief covering the brand, its role in culture and the future of the energy sector.

Under the agency, Ovo unveiled work like ‘Power Your Life Differently’; which was set to the thumping thrash metal soundtrack of Slayer and sought to educate consumers on the impact their everyday energy use has on the environment.

The brand has had five creative agencies in as many years.

In 2016 it appointed Brooklyn Brothers to its roster, prior to which it had been working with Wieden & Kennedy (which never actually produced any creative for the business). Elsewhere, the now-defunct Fabula was behind the brand's 2014 TV campaign.

The Drum has also reached out to Uncommon for comment, at the time of writing the agency had not responded.

20something launched two months ago, promising project-based work that brings production partners into the fold early on.

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