Engine cleans up in E.On review

Engine Group has strengthened its grip on the E.On business after the energy giant pooled both its direct marketing and advertising accounts into the agency, a year after handing over its digital activity.
Engine, which beat off Karmarma in a final shoot-out for the integrated activity, has benefitted from E.On’s decision to consolidate the business into a single agency, made earlier this year.
DM incumbent Havas Helia (then called EHS 4D) had worked on the account since 2011 and had struck a pitch alliance with Mother, but was knocked out an earlier stage. Advertising incumbent DKLW Lowe declined to repitch.
The move follows the appointment of Engine Group in July last year to handle E.On’s digital strategy – including social media, user-experience, CRM, creative and mobile activity – to build and maintain consumer trust.
No single Engine Group agency works on the digital business, rather it is being run by an Engine “team”.
Partners Andrews Aldridge and Engine’s ad agency WCRS will now be responsible for delivering integrated marketing activity to help E.On better engage with its customers. Data agency Fuel is also likely benefit from the win.
E.On B2B and marketing director Anthony Ainsworth said the appointment “marks a significant shift in the way we’re responding to an increasingly fragmented media landscape”.
He added: “Having one agency that spans our above- and below-the line activities allows us to take a truly holistic and channel-neutral approach to engaging with our customers.
“Engine stood out for us throughout this pitch process because they demonstrate a keen desire to help us improve the experience of our customers and offer a talented team of experts who can help us better integrate our activities across the whole marketing mix.”
Engine UK chief executive Debbie Klein said: “E.On is an ambitious and forward-thinking client. We’re excited to extend our relationship with them to help engage with customers in new and innovative ways.”

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