PowerGen picks ex-BT boss for UK rebranding

PowerGen has appointed Mike Wagner, a former top marketer at BT, as its new managing director for UK retail, as it gears up for the last phase of rebranding the East Midlands Electricity business.

PowerGen has appointed Mike Wagner, a former top marketer at BT, as

its new managing director for UK retail, as it gears up for the last

phase of rebranding the East Midlands Electricity business.



The role was created following PowerGen’s acquisition of EME last

year.



Wagner will now be charged with overseeing the ongoing pounds 4m

renaming of all EME retail outlets as PowerGen. The rebranding will be

accompanied by a campaign through Saatchi & Saatchi.



One of Wagner’s main tasks will be to increase awareness of the PowerGen

brand among domestic electricity users due to increased competition in

the market. The company aims to capitalise on the opportunities offered

by the deregulation of electricity and gas supply to become the UK’s

leading energy brand. It faces stiff competition from rival power

companies such as Centrica and Scottish Power.



Wagner joins PowerGen on July 12, the date when it begins renaming the

EME electricity and gas supply business, which also encompasses the

Stirling Gas brand. This means EME’s 2.3 million customers, plus

Sterling’s 250,000 users, will in future receive PowerGen-branded

bills.



Wagner, who will report to Nick Baldwin, executive director of

PowerGen’s UK operations, is currently director of small office/home

office (soho) markets at BT. A Canadian, he joined BT from Bell Canada

in 1996 as marketing and sales director.



While in that role, he was responsible for introducing a number of

marketing initiatives, including BT Friends and Family. BT has yet to

appoint a replacement.



PowerGen has also appointed Gareth Wynn, formerly director of public

affairs at Hertz, as its new head of media relations. He reports to

director of corporate affairs, Esther Kaposi.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers