The 30-strong roster has been reduced to just three agencies -- Armadillo Design, EMC and WDMP -- leaving agencies including Tribal and financial services marketing specialist TDA in the cold.
The work carried out by Tribal will now be handled in-house with assistance from the firm's core agencies, Clemmow Hornby Inge, WWAV Rapp Collins and EHS Brann.
Neil Hughston, Tribal DDB's client services director, said: "British Gas has rationalised its agency roster for financial reasons. I stress that this is nothing to do with performance and is a decision that is financially driven."
The three remaining agencies will work with British Gas to provide creative support services, including sales support materials, brochures, regulatory communications and ad hoc direct marketing activity.
Charlie Herbert, head of marketing communications at British Gas, said: "This has been a thorough process... we're now at a stage in our on-line and financial services lifecycles where we are able to move this work into our mainstream activities."
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