EDF dumps 'green' ad strategy

17 May 2010

French-owned EDF, which spends more than £14 million (about R150 million) a year on UK advertising, has issued a tender for its pan-European ad account. This has been handled by Euro RSCG since 2006, when it took over the business from Publicis following a pitch.

The review covers marketing in the UK, France, Belgium, Poland and Hungary and the tender is for a four-year contract.

Previous CSR-driven campaigns launched by Euro RSCG include Green Britain Day, which encouraged consumers to "do something green for the team".

A spokesman for EDF said: "It is usual for EDF Group-wide marketing agency contracts to be reviewed regularly."

The brand, which is 85%-owned by the French state, said that the immediate focus of all its advertising activity will be its sponsorship of the London 2012 Olympic Games. The company is also looking for a new way to communicate its growing list of 'renewable energy projects'.

EDF's other UK agency relationships, with Archibald Ingall Stretton and MPG, are unaffected by the review.

Source: Cream: Inspiring Innovation

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