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FCB Inferno adds to big UK impact with Npower win

FCB Inferno has won Npower, one of the big UK energy suppliers, from McCann Manchester. Npower is owned by Germany’s RWE. McCann ran a campaign featuring comedians but this was never likely to cut the mustard for a huge company operating in a politically charged business environment.

FCB competed against against BBH, Karmarama and Mother in a pitch run by ISBA. A few years ago you wouldn’t have given FCB or the then independent Inferno an iceberg’s chance in hell of winning such a pitch but the merged agency has proved to be a formidable arrival on the London agency scene, producing award-winning work for Sport England, among others, and winning BMW.

Npower head of marketing Edward Madden says: “We’re excited to have FCB Inferno on board and are looking forward to working with them to develop a new creative strategy that meets the challenges faced by our business.”

FCB is owned by Interpublic and has been revitalised since CEO Carter Murray took over the former Draft/FCB. For years IPG was McCann and not much else but recently digital network R/GA and MullenLowe, the latest incarnation of the once independent UK agency Lowe Howard-Spink, have both performed strongly.

UK energy companies aren’t the most popular corporates on the block but FCB Inferno’s recent track record of dealing effectively with tricky briefs has clearly paid off in this instance.

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