Haggman Gets NEEP’s Creative

Haggman partnered with Conservation Services Group to win the creative portion of the estimated $5 million advertising account of the Northeast Energy Efficiency Partnerships.

“It’s another building block to add to our Energy Star business,” said Emily Haggman, executive vp, director of client services at the Manchester, Mass., agency.

Haggman and CSG, a nonprofit environmental marketing and consulting company in Westborough, Mass., have for several years worked together on ads for the New York State Energy Research & Development Authority. That group and newly won NEEP are members of the national Energy Star program, which urges consumers to make their homes energy efficient.

The team prevailed over undisclosed contenders in a review. Incumbent Mullen in Wenham, Mass., did not defend.

The two shops have been hired to develop a marketing program to tout the benefits of Energy Star-labeled appliances and lighting products in 2003.

Haggman will craft the advertising, public relations and design, along with CSG. Konjolka/KSL Media in Wellesley, Mass., will handle media duties.

“We haven’t picked a creative strategy yet, [but] our overall strategy will be to increase consumer awareness for products that have earned the Energy Star label,” said Linda Russo, marketing director at CSG. New print and broadcast ads are slated to break early next year.

NEEP is a consortium made up of numerous utility and sponsoring groups in Massachusetts, Vermont, Connecticut, Rhode Island and New York. Members include Cape Light Compact, NStar, National Grid, United Illuminating, KeySpan Energy, Northeast Utilities, Unitil/Fitchburg Gas & Electric and Efficiency Vermont.

Last December, Mullen broke its first campaign for NEEP after it absorbed the staffers and accounts from that client’s agency, Bozell Kamstra in Danvers, Mass.

A broadcast spot from that campaign showed a couple shopping for a light for their baby’s room. They choose an Energy Star-rated animal lamp, which puts a smile on their child’s face. The series introduced “Change” as a tagline.

Energy Star, a joint effort of the U.S. Department of Energy and the Environmental Protection Agency, was launched in 1992 to promote power-efficient products.