First Utility appoints VCCP as creative agency

September 18, 2015

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First Utility appoints VCCP as creative agency

First Utility, the largest challenger to the "big six" energy suppliers, has appointed VCCP to its integrated ad account after a competitive pitch.

First Utility's most recent ad, created in January by Upstart

VCCP won the pitch against three agencies. Upstart Films, the incumbent, did not re-pitch for the business. The process was handled by AAR.

In January Upstart created a TV ad for First Utility called "poker" that featured a voiceover from Mark Strong, the film and TV actor.

Paul Cable, the head of marketing at First Utility, said: "Thanks to some strong work with We Are Spectacular we've evolved our brand proposition and messaging, and now need a creative platform to activate it.

"VCCP displayed a level of thinking and creativity that not only builds on this proposition but takes us in an exciting and bold direction.

"In a market where millions of UK households are disengaged and spending too much money on their energy, we need a campaign that can inspire people to take action."

First Utility, which was launched in 2008, is privately owned by its founders and other individuals and has a relationship with Shell. It has been exploring a stock market flotation for several months.

There is mounting pressure from the government and UK regulators for greater competition in the energy industry to prevent customers from being overcharged.

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