Magazine article Marketing

CDP Wires into Power Privatisation

Magazine article Marketing

CDP Wires into Power Privatisation

Article excerpt

CDP wires into power privatisation

The Government has appointed advertising agency Collett Dickenson Pearce (CDP) to publicise the controversial flotation of electricity supply companies PowerGen and National Power.

CDP won the account after a shoot-out with McCann-Erickson and will work alongside privatisation advice specialists Dewe Rogerson, which is handling the overall marketing strategy of the flotation. The same duo worked together on the water privatisation last year.

But the value of the account, estimated at 10m [pounds], may plummet if the Government sells the smaller company, PowerGen, to a single owner. Both the company's management, backed by its workers, and the Hanson Trust have expressed interest in acquiring PowerGen, and energy secretary John Wakeham has confirmed a direct sale is being considered.

The Department of Energy (DoE) says it has not received an actual bid but admits there may have to be subsequent changes to the marketing strategy "as things develop". …

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