National Grid Makes MRY Lead Digital Agency

Assignment follows pitch

Energy provider National Grid has hired Publicis Groupe's MRY as its lead digital agency following a review.

MRY has in the past worked on a project basis with National Grid on the brand's website. The agency beat out R/GA and Sapient for lead digital duties on the business.

National Grid spent some $3.8 million across U.S. media in 2012, but only some $60,000 on paid search and online display, according to Kantar estimates. Most of its spending was split between newspapers and radio.

Gardner Nelson + Partners handles the brand's traditional creative work, as well as its media buying.

National Grid, based in the U.K., also sells electricity and gas in the Northeastern U.S., including in New York, Massachusetts, New Hampshire and Rhode Island.

“[MRY's] performance throughout the pitch process was excellent and we were impressed by their industry-leading social media capabilities and knowledge of our digital platforms," said Rafael Sulit, National Grid's director of U.S. brand strategy and implementation, in a statement. 

MRY, formerly Mr. Youth, was acquired in 2011 by LBi, which in turn was bought in 2012 by Publicis Groupe. This year, LBi's operations outside of the U.S. merged with Publicis's Digitas. In the U.S., the LBi brand was folded into MRY.

Currently, the agency's other clients include Visa, Johnson & Johnson, Coca-Cola, Skype, and Spotify.

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