JWT Atlanta Goes Soap for Scana

Agency launches new Fair-crafted campaign for energy company

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JWT Atlanta today launched an advertising push for regional gas and electric provider Scana, in what the agency is describing as the first major campaign produced under its new creative leadership.

With a faux soap opera titled "Affairs of the Flame," the marketing effort attempts to add a little entertainment value to energy companies’ traditionally dull courtship of customers who are shopping around for better heating prices during “gas renewal season”—the months when consumers are more likely to defect as colder weather approaches, according to group creative director Tim Wettstein.

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