The Greater London Authority has appointed MSQ Partners as the lead communications agency for the capital’s new, fair-priced, green energy company London Power, created in partnership between the Mayor of London and Octopus Energy.
Every year, Londoners spend an estimated £3.5bn on gas and electricity household bills, yet the capital has some of the lowest rates of switching between providers in the country. It also has high levels of pre-payment meters usages, and low levels of energy efficiency measures, smart meters, and solar panels.
London Power has been set up by mayor Sadiq Khan to address these issues, offering consumers competitive energy prices, 100% renewable electricity and no exit fees. Any profits made by City Hall will be reinvested into community projects to help tackle fuel poverty and make London a zero-carbon city.
MSQ Partners was appointed after a competitive pitch process and will be responsible for handling all launch communications for the offering, which will be available exclusively to Londoners from December.
The Gate, MSQ’s ad agency, will lead the creative development of the campaign, while Smarts will lead on PR activity. Initial comms activity will roll out from the launch in early December.
When the scheme was first announced in September, Khan said: “It is a sad fact that millions of Londoners struggle to pay fuel bills and are subject to inflated rates from major energy companies. My Energy for Londoners programme has concentrated on tackling fuel poverty, expanding solar energy and retrofitting homes. Now I want London Power to give Londoners a better, fairer deal on fuel prices, as well as the knowledge they won’t be switched over to a rip-off tariff when their contract ends.”
MSQ chief executive Peter Reid said: “We’re excited about turning London Power from a brand and partnership into a campaign that creates real impact. This is a hugely important programme that will benefit all of London.”
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