In a Coup, Zoo Advertising Snags Edison’s ‘Green Energy’ Account

Zoo Advertising here has landed its biggest ad account to date with last week’s $10 million win of Edison International’s Edison Source business.
The 10-month-old agency won the account only two days after giving its first creative presentation, and less than two weeks after being invited to participate in the review.
The other known contender was Grey Advertising’s Los Angeles office, the longtime agency of record for Edison International’s corporate ad business [Adweek, July 21]. That portion of the account is also in review, but Zoo is not pitching it.
The corporate account review includes Southern California Edison and Edison Select, a retail product unit. While billings will start at about $5 million, they could grow to $15-20 million, according to sources. The corporate review is expected to be decided early next month.
Edison Source has developed “Earth Source,” which allows customers to choose between traditional energy suppliers such as nuclear plants, “green energy” sources such as wind and solar power, and small, non-dam, hydroelectric energy supplies.
“Edison is ready to go with these green energy options,” said Jim Sandy, Zoo’s general manager. “It’s up to us to get the word out about Earth Source and the choices people have, as well as where they can get information about these options.”
The new campaign will break by the beginning of 1998, Sandy said. The client has asked Zoo to create TV, radio, print, outdoor and direct mail advertising.
“The goal is to launch everything as a blitz,” Sandy said. “But direct mail will probably precede everything else because Edison Source really wants to get the ball rolling.
“We’re very glad to have this account with Edison Source because our internal mandate and ethics policy is to seek out clients who offer products and services that benefit the planet, as well as mankind,” Sandy said.
On Jan. 1, California will become the first state to deregulate power, and the $10 million in billings for this account covers just advertising there, according to Sandy.
However, “This account with Edison could turn into something even [bigger],” he said. Several other states are moving quickly toward power deregulation, and Edison Source will likely look to penetrate those markets as well.
Advertising efforts will include branding, Sandy said. “Our first recommendation is that Edison Source take on the name of Earth Source. It would help eliminate confusion among consumers about the client and its product. It also has a ‘green’ sound to it.”
Edison did not return telephone calls by press time.