D.C. Gas Makes Time For People

Aware that it will soon face competition to provide natural gas to residential and commercial customers, Washington Gas is using the remaining days before industry deregulation as the only supplier in its mid-Atlantic markets to reinforce its brand image.
The utility broke a multimedia advertising campaign last week from its agency, Demaine Vickers of Alexandria, Va. Ads stress how the gas company can improve the quality of life for customers, as opposed to simply selling services.
“It was kind of a radical shift for a company like us to move in that direction,” said James White, vice president of business development for the D.C.-based