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The appointment follows a competitive pitch that involved traditional media and digital agencies as well as search specialists.

The project fits into a wider strategy by British Gas intended to bolster its sales, customer retention and customer service. It plans to spend £10m promoting its energy, homecare, boiler-installation and green-energy products online.

Head of online sales Gareth Moore said the rise of faster and cheaper internet access has led consumers to spend more time comparing energy prices online. He added that British Gas has ambitious growth targets for its online channel that reflect 'a new direction in the way (it) communicates and interacts with customers'.

Earlier this year, British Gas handed its £35m direct business to OgilvyOne.