Electricity is now called Axpo

AY&R wants to position the electricity holding company as a leader in the unbranded energy market

AY&R wants to position the electricity holding company as a leader in the brandless energy marketThe energy market is in upheaval. Public companies are becoming public limited companies, and the supply market is turning into a demand market. Electricity suppliers have to gain a pole position for the market opening scheduled for 2007. With the formation of the Axpo holding company and an impressive launch campaign, six major electricity utilities and their distribution partners are preparing for tougher electricity market conditions. To this end, Advico Young & Rubicam took its cue from the German trailblazers Yellow and E-On. The agency solution is based on a reduction of complexity and places the brand as a leader with the message: Axpo = Energy or Energy = Axpo. page 10

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