NEW YORK Following a review involving three other New York shops, Citigate Albert Frank said it was named the agency for MxEnergy.
Charles Reisler, director of business development at Citigate, said the agency was the only finalist that offered branding as well as advertising to the client. The shop and its Citigate Branding and The Red Consultancy units will "devise and implement a full-service marketing program" for the privately owned natural gas supplier in an effort to perpetuate its growth.
The shop is currently in phase one of a three-stage plan, using focus groups to determine the needs of consumers in specific energy sectors. Phase one will be completed by the end of this month when specific strategic plans will be presented to MxEnergy in Stamford, Conn.
Billings are undisclosed.
"We haven't determined anything at this time," said Reisler. "MxEnergy's market area has expanded rapidly and our budget will depend on the location of their retail offerings."
"Before this point, MxEnergy had done elementary internal marketing," Reisler added. "They had no defined position or selling point. Based on our research, we can give the company new answers."
MxEnergy offers service in 12 Northeastern states as well as Ontario, Canada. It hopes to expand its market to another 13 states by the end of the summer.