S.C. Electric & Gas Calls Review

The advertising ac-count of the South Carolina Electric & Gas Company is in review.

The Columbia, S.C.-based utility issued requests for proposals earlier this month.

Among the Southeast agencies invited to participate is incumbent Chernoff/Silver in Columbia, Rawle Murdy Associates of Charleston, S.C., and Atlanta’s WestWayne. Billings are estimated at $2 million.

Chernoff/Silver chief operating officer David Campbell confirmed that his shop, which has held the account for 15 years, will defend.

According to the request for proposal, SCE&G, a subsidiary of utility holding company Scana, is asking agencies to outline a strategic ap-proach that would help the firm “develop, enhance and increase the share of customers that are committed and loyal to the brand.”

The utility provides service primarily to South Carolina, but be-gan marketing to North Carolina and Georgia last year.

“They put most of their [ad] dollars into developing the Georgia and North Carolina markets,” said one source. “Now they want the right focus for South Carolina.”

Advertising from Chernoff/Silver, which carries “The power for living” as a tagline, involves television, radio, print and outdoor media.

Questionnaires are due back May 1. Three finalists will make presentations on May 29.

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