Grey L.A. Gets Calif. Energy Acct.

Los Angeles–The California Department of Consumer Affairs has awarded it’s $45 million energy conservation account to Grey Worldwide’s L.A. office, the shop’s president, John Crosson, said.

The agency, which was one of five finalists, had initially been handed the account in January without a review as part of an executive order to address the state’s energy crisis. At the time, the state opted for Grey based on the shop’s work on the state lottery campaign.

The formal review in which Grey took part was mandated by state law.

The other finalists were DDB Los Angeles; Mering & Assoc, Sacramento; TBWA\Chiat\Day and Young & Rubicam, both San Francisco. The account includes creative as well as media planning and buying. Although a decision had been expected last month, presentations were delayed for two weeks due to the September 11 tragedy.

Crosson said the agency created 18 television executions this year that helped the state decrease power consumption by about 10 percent and save the state an estimated $4 billion in energy costs. He noted however, that the success of the campaign launched earlier this year was not a factor in the review.

“We were confident but we didn’t go into this [review] expecting to win it based on a previous relationship with the state,” said Crosson. “The nature of the {review] is that there are no points awarded for your track record.”

While the campaign originated to address an emergency situation, Crosson said it could evolve into an ongoing effort to curtail power consumption.