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


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.


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