DIRECT ENERGY BEGINS BRANDING CAMPAIGN
By Adnews Staff
Toronto-based Direct Energy Essential Home Services will implement a new North American marketing program this week. The creative is based on the idea that homeowners have dysfunctional relationships with their homes. TBWA\Chiat\Day of Toronto produced the television, print and transit advertising, which uses the tagline "Is your home trying to tell you something?" "Through this campaign we want to communicate that Direct Energy Essential Home Services is an integration of two companies poised to offer a unique one-stop solution to make a home run more efficiently," said Jay Bertram, president of TBWA\Chiat\Day. Last year Enbridge Home Services was aquired by Direct Energy's parent company, UK-based Centrica, and the two companies combined. Direct Energy is also engaging in sponsorship activities and has formed a partnership with the Air Miles program. Public relations are being handled by GCI Group of Toronto.