New York-based energy giant Consolidated Edison, better known as Con Ed or the company you only call when your power goes out, has named Havas New York as its new agency of record after a competitive review led by Joanne Davis Consulting.
The Gate had been creative AOR for the client.
In proper Havas fashion, the network won both creative and media duties for the company, which serves most residents of New York City and the surrounding area including Westchester, Orange and Rockland counties.
WPP’s Possible, which has been lead digital agency on Con Ed, was not involved in the review and will retain that portion of the business. The announcement also coincidentally arrives on the same day that Con Ed plans to roll out a new website and app designed by Possible.
“We look forward to a new partnership with Havas in serving our customers,” said Con Ed SVP of corporate affairs Frances A. Resheske. “Havas impressed us with their powerful data-fueled creative approach from the very start, not only through their understanding of the Con Edison brand, but how that manifests itself in our customers’ everyday relationship with their energy.”
Recently promoted Havas N.Y. CEO Laura Maness added, “It is our privilege to partner with Con Edison. We believe strongly that the brand should be seen as a critical and celebrated part of New York culture. Con Edison is not just a utility in the city, but an icon of the city that connects us all.”
Con Ed is a privately owned company that functions like a public utility. While it maintains a near-monopoly over the New York-area power grid, it is still a regional business with a relatively modest $6 million marketing budget in 2016, according to Kantar Media. Con Ed spent around $7 million the previous year.
Still, this marks a much-needed win for Havas, which lost one of its legacy clients when Heineken officially moved Dos Equis to Droga5 without a review last month. Moving forward, the new shop’s primary assignment will involve an early 2018 campaign focusing on sustainability efforts and new tools designed to help customers use energy more efficiently.