NEW YORK Grey here is preparing to launch its first work for America's Natural Gas Alliance this weekend.
The agency prevailed over finalists GSD&M in Austin, Texas, and GMMB, the Washington, D.C., firm that worked on Barack Obama's presidential election campaign.
Ad spending is undisclosed, but executives from the new education and advocacy group have been quoted as saying ANGA will spend $80 million on its first national campaign.
In addition to Grey in the lead role, WPP Group siblings Maxus (media), Hill & Knowlton (public relations) and Wexler & Walker (public policy) participated in the pitch and will work on the business.
ANGA, a group of independent natural gas exploration and production companies, was formed in March and launched a review in June, with initial consideration of 17 shops. Wendy Hagen, a Washington, D.C., consultant, handled the search.
ANGA's first work breaks on Saturday, with ads in national and local newspapers, online and on television in Washington. The work will expand, with increasing media reach, to include national TV, network radio and targeted print and online.
In public opinion research conducted earlier this year, ANGA found that natural gas wasn't well understood by Americans and wasn't part of the nation's energy conversation. The work will play off the "Eureka moments" when consumers understand the merits of natural gas and uses the tagline: "America's new Natural Gas. Cleaner, smarter energy."
In an internal memo, Grey Group CEO Jim Heekin noted: "This significant, high-profile win is a testament to the strategic and creative firepower we are demonstrating in every channel."