Grey San Francisco has been selected as SunEdison's first lead creative agency, helping to brand the renewable energy development company that brings clean energy to residential customers.
SunEdison is North America's largest provider of solar energy. With $7 billion in annual sales, it claims to be the world's largest company in its sector and has been providing solar, wind and energy storage solutions to businesses, utilities and the public sector before its push to consumers.
To build a global brand, SunEdison plans to spend $25 million to $30 million in media, sources said. The Belmont, Calif.-based company—which had no media spending last year, according to Kantar Media—is reportedly also looking to hire a media agency.
Grey won the creative assignment, which covers consumer, corporate, B2B advertising and digital marketing after a review in which there were four other undisclosed finalists.
"Grey's deep experience in the energy space, their strategic vision and their creative thinking were all factors in why we're so excited to be working with them at this important time in our history," said Ken Milhous, director of brand and corporate communications at SunEdison.
The agency's San Francisco office previously handled creative responsibilities for Reliant Energy, producing work like a David LaChapelle-directed campaign with voiceovers from actor Matthew McConaughey.