GPU Names Contenders

GPU Energy has identified six contenders in the review for its estimated $9-15 million ad account, said John Melillo, manager of advertising and media services for the utility.
The six agencies are: Gilbert Whitney & Johns in Whippany, N.J.; Gillespie in Princeton, N.J.; Stiegler, Wells & Brunswick in Bethlehem, Pa.; Winning Strategies in Ramsey, N.J.; Reese, Tomases & Ellick in Wilmington, Del.; and Giacalone & Wood in Hopatcong, N.J.
GPU is the result of the July 1996 merger of three utilities: Jersey Central Power & Light, Metropolitan Edison and Pennsylvania Electric. The client now works with GW&J, which had handled advertising for Jersey Central for seven years. GW&J has developed print work for GPU, which currently handles its own broadcast advertising. The other companies also handled ads in-house.
The client has also worked with Kelly Michener in Lancaster, Pa., and Tom Reese & Associates in Wyomissing, Pa. Neither of those agencies has been invited to participate because, Melillo said, the company needs a larger shop to handle both creative and media duties on the growing account.
Credentials from the six contenders are due Dec. 15, after which the client will call for speculative creative work from all or some of the agencies. A decision is expected by the end of February.
GPU’s current corporate image ads are tagged, “Inventing the future.”
Based in Reading, Pa., GPU serves approximately 2 million customers in New Jersey, Pennsylvania and two counties in New York.