EDF Energy plans to simplify direct arrangements

LONDON - EDF Energy is reviewing its UK direct marketing arrangements with a view to streamlining its roster into a single agency.

The review for the multimillion-pound brief is being handled by the MCCA, with several agencies having been selected to pitch. The bulk of the energy supplier's direct work is managed by Maher Bird Associates and Proxim-ity London.

Last year, EDF Energy became a tier-one sponsor for the London 2012 Olympic Games after agreeing a £35m deal with the London Organising Committee of the Olympic Games and Paralympic Games. A portion of the direct marketing brief is expected to be devoted to promoting EDF's association with the Games as well as its green credentials.

Earlier this month, energy regulator Ofgem said it did not intend to refer the so-called 'big six' energy firms to the competition authorities over a series of planned price hikes. The 'big six' comprise British Gas, E.ON, Npower, ScottishPower, Scottish & Southern Energy and EDF Energy. Npower was the first to raise its prices earlier this month, up, on average, by 17.2% for gas and 12.7% for electricity. Other suppliers are expected to follow suit. Companies found in breach of competition rules could be fined up to 10% of their global turnover by Ofgem.

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