EDF Energy Taps Red Consultancy To Boost UK Consumer Trust
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EDF Energy Taps Red Consultancy To Boost UK Consumer Trust

EDF Energy has concluded the lengthy review of its consumer PR account by parting ways with Weber Shandwick and hiring the Red Consultancy.

Arun Sudhaman

LONDON—EDF Energy has concluded the lengthy review of its consumer PR account by parting ways with Weber Shandwick and hiring the Red Consultancy.

The French company, one of the UK's largest energy suppliers, made the decision after a pitch process that began in June, as revealed by the Holmes Report. Four agencies vied for the six-figure brief.

Red is tasked with helping EDF Energy to build trust with consumers, promote its products and bring to life its ‘Feel Better Energy’ brand proposition. The move comes amid a price freeze at EDF Energy, after mounting anger over rising energy costs in the UK.  

Red will also support day to day press office activity and build awareness of the company’s sustainability work, education programme and apprenticeship schemes.

Weber Shandwick loses its hold on the brief after three years in charge, during which time it oversaw the successful London 2012 sponsorship programme and Team Green Britain initiative.

“The Red team demonstrated that they have an impressive understanding of the challenges and opportunities we face within the industry," said EDF Energy brand, sustainability and external communications director Andrew Brown.

“They bring with them a wealth of strategic knowledge, creative energy and consumer PR expertise which we believe will serve us well over the next three years. We very much look forward to working with them."

EDF, which operates the UK's eight nuclear power stations, has been locked in a lengthy battle against climate change campaigners in the country. Earlier this year, the energy giant shelved plans to sue protesters that shut down the company’s new West Burton gas-fired power station last October.

The company is currently proceeding with plans to build the UK's first new nuclear station in decades, in Somerset, amid disapproval from environmental groups.
 

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