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
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
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.