Centrica made an award to an agency in its search for a provider to manage, "a new integrated marketing communications operating model"

The award includes Direct Energy as well as Centrica's other businesses

Trade publication Campaign, in a story on the award, describes the new integrated approach as designed to, "bring together creative, media strategy and buying, customer relationship management, data, content and public relations for the first time."

Centrica told Campaign that it is developing a strategy to use its various customer data points in a "completely anonymised, secure way" to serve existing customers better and win new customers

MediaPost reports, citing Kantar data, that Centrica's measured media U.S. expenditures in 2018 were approximately $17 million, down from around $25 million in 2017

See the stories below for more, including the identity of the agency selected by Centrica:

Campaign

MediaPost