Publicis switches on the ‘Power of One’ to scoop E.On

eon-470954E.On, the German owned energy company which last year became the first of the “big six” UK power giants to switch all of its British customers to renewable electricity, is aiming to fire up its marketing by appointing Starcom to handle its media activity across eight major European markets.

The media agency reportedly fought off global incumbent Dentsu, as well as agencies from IPG, WPP and Omnicom to spearhead the business, which has been hailed as a major victory for Publicis’ “Power of One” data-driven marketing model.

The brief covers full media duties across UK, Germany, Italy, Sweden, Romania, Czech Republic, Hungary and the Netherlands and includes performance marketing in Germany and Sweden.

Publicis Groupe will service the account from January 2021 across markets with a central hub in Germany. The appointment expands Publicis Groupe’s relationship with E.On; Starcom is the incumbent in Italy and Romania.

Digitas became the digital experience agency of record for E.On UK at the end of 2019, following a competitive pitch, and provides digital services, including strategy, experience design, app vision and tech development. The agency will continue to work on the business, in addition to the Groupe’s performance marketing agency, Performics.

E.On vice-president of global marketing communication Stefanie Eller commented: “The Publicis team has shown strong strategic capabilities and positioned themselves as true partners throughout the process. This is what we need to drive our change agenda and spread the word of the new E.On.”

Publicis Groupe chief operating officer Steve King , who leads European operations, added: “This partnership cements a broader scope with E.On that will focus on a holistic communication strategy and planning to drive further growth of E.On.

“The appointment is testament to our effective model that focuses on delivering growth and success for our clients, enabling greater collaboration at both local and global levels.”

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