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By Sam Bradley, Journalist

April 24, 2023 | 2 min read

Agency’s sustainability practice secures UK and US electrical company’s AOR slot.

The National Grid has appointed London’s M&C Saatchi as its creative agency of record and launched a new nationwide campaign, ‘The Great Grid Upgrade’.

The campaign aims to inform the public about new £16bn worth of infrastructure being constructed in England and Wales over the next few years.

“Our vision is a clean, fair and affordable energy future for the UK. The Great Grid Upgrade will play a major part in delivering this,” said Molly Neal, the National Grid’s group director of corporate communications and brand.

“We are delighted to be working with M&C Saatchi to deliver the campaign that brings to life the benefits and criticality of this infrastructure.”

The campaign takes an educational approach to raising awareness of the project, explaining how the UK’s changeable weather and climate is connected to electrical infrastructure.

M&C was appointed AOR after a competitive pitch against four other agencies. Tom Firth, chief executive and co-founder of the agency’s sustainability consultancy M&C Saatchi Life, said, “There has never been a more urgent and important task” than that facing the Grid.

“We are absolutely thrilled to be working with National Grid. The infrastructure they are building will deliver a more sustainable way of life for us all.

“In terms of working with brands that are leading the green energy transition, it doesn’t get any better or bigger.”

National Grid was formed from the privatization of the UK’s electricity board in 1990. Today, it operates across the UK, and in New York and Massachusetts.

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