National Grid Picks Mullen

BOSTON Interpublic Group’s Mullen said it has added National Grid following a review.

The agency will handle integrated marketing chores for the Westborough, Mass.-based supplier of electricity and natural gas to customers in New England and New York.

Educating consumers about the company’s energy efficiency programs will be a key goal, along with a brand overhaul as the familiar KeySpan brand name is phased out. KeySpan joined National Grid last summer. The KeySpan brand recently had been advertised by Cossette in New York. (The company has 3.3 million electricity consumers and 3.4 million natural gas customers in New York, Massachusetts, New Hampshire and Rhode Island.)

KeySpan last year spent $1.5 million in measured media, while National Grid spent nearly $3 million, per Nielsen Monitor-Plus. The budget moving forward has not been determined.

John Caroselli, evp, customers and markets at the client, praised Mullen’s strategic, media and creative acumen.

National Grid had no previous lead agency. Other review contenders were not disclosed. Mullen’s MediaHub unit will handle planning and buying duties.

Wenham, Mass.-based Mullen last week added Adventures by Disney, a unit of the entertainment giant’s parks and resorts operation. Other key clients include Wachovia Bank, and MassMutual.