E.On awards digital brief to Engine

Energy giant E.On has handed its digital marketing account to Engine Group, as the company strives to repair its image following a major mis-selling scandal which saw the firm fined £12m by regulator Ofgem.
The company has briefed Engine to develop a long-term digital strategy – including social media, user-experience, CRM, creative and mobile activity – to build and maintain consumer trust.
No single Engine Group agency will work on the business, rather it will be an Engine “team”. The group beat off competition from SapientNitro and Dare to land the account in a pitch which started in May.
The business was originally handled by LBi, which first started working with the power company in 2010. Since then it has merged with Digitas to form DigitasLBi, although the agency did not repitch.
E.on marketing director Anthony Ainsworth said: “Engine stood out for us throughout the pitch process. It demonstrated a genuine desire to help improve our customers’ experience.
“We’ve had board-level commitment and engagement throughout, and have an extremely talented team of experts in place to help us ensure we meet and exceed our customers’ expectations.”
E.On’s direct marketing account – estimated to be worth £5m – is handled by Havas EHS, which beat Proximity London to the business in late 2011.
In May, E.On agreed to pay £12m in compensation to customers following an Ofgem’s investigation into dodgy sales practices. The regulator found that E.On had failed to properly train and monitor both its own staff and those it employed through third party call centres, leading to incorrect information being provided to customers on the doorstep and over the phone.

E.On awards digital brief to Engine

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