British Gas ends 14-year relationship with Carat, handing media account to MediaCom

MediaCom will begin work with the utilities firm from1 December. The three-year account includes the main British Gas brand, as well as its offshoots Hive, Dyno and Local Heroes.

The GroupM agency won the account following a competitive pitch process run by ID Comms for British Gas. The brand would not disclose the value of the deal, however it is understood to be one of the biggest media buying contracts in the UK.

Margaret Jobling, marketing director of British Gas, paid homage to Carat’s extensive work for the company, stating: “They have supported us through a lot of change and have contributed to many of our successful campaigns.”

She added: “We’re changing - moving from being just a utility company to being a modern, dynamic customer-centric organisation. We’re transforming our business, so that we continue to be relevant and future facing, and the pace of change in the media landscape is incredible.