People & Creativity: The secret to our success with our new model agency for Centrica

The&Partnership led a WPP group of agencies to win Centrica’s global integrated account in one of the most hotly contested and closely watched reviews of 2019 (The&Partnership, Interpublic, Publicis).

Centrica, the FTSE-100 owner of British Gas, used the review to bring together creative, media strategy and buying, customer relationship management, data, content and public relations for the first time in what it called “a new integrated marketing communications operating model”.

The team will operate under the name “Team Nucleus” and staff from The&Partnership, MediaCom and Wunderman Thompson will be based in one location in each key market – with members of Centrica’s marketing team.

When discussing the process, Margaret Jobling CMO at Centrica said “We came from a place where we want to transform how we operate. We want to be data-led, fully integrated and standardised across the group”. In this interview with Campaign, she said “If I look at the thing that swung it, it’s creativity and people.”