DETROIT – March 17, 2014 – Marketing communications
agency Lowe Campbell Ewald, part of
Interpublic Group, announced today that it has been selected as Agency of
Record for Energy Upgrade California™ following a competitive
solicitation. Energy Upgrade California is a marketing, education and outreach
brand of the State of California under the auspices of the California Public
Utilities Commission (CPUC) in coordination with the California Energy
Commission that is being managed by the nonprofit California Center for Sustainable
The brand will launch the primary statewide marketing campaign to educate and inform California residents and small businesses about a wide variety of energy management topics that will help them understand how they use energy, and what actions they can take or products they can use to manage and save energy and money.
The Lowe Campbell Ewald Los Angeles office partnered with three agencies in California to provide the depth and expertise needed to launch the brand. The agencies are: Momentum for experiential marketing, Casanova Pendril for Hispanic-targeted marketing and InterTrend for Asian-targeted marketing.
Lowe Campbell Ewald and its agency partners will be responsible for launching the Energy Upgrade California brand for the state of California, including strategy, communications planning, creative development, production, media planning and buying (traditional and digital), and experiential (events and grassroots efforts). The campaign will reach all geographic regions in the state, and the total market, including Hispanic, African-American and Asian communities.
“We are thrilled to add the Energy Upgrade California brand to our roster,” said Jim Palmer, CEO, Lowe Campbell Ewald. “Together with CCSE, its partners and our agency partners, we will educate California residents and small businesses on the public health, economic and environmental benefits of conserving energy, and let them know how they can reduce usage and take advantage of rebates, technical assistance and educational programs. It’s a win-win for all — consumers will lower monthly bills while helping shrink California’s carbon footprint. ”
“CCSE and the stakeholder team of investor-owned utilities and commission staff that selected Lowe Campbell Ewald as our agency are excited to work with such a dynamic group of advertising and marketing professionals,” said Regina Marston, Senior Marketing Manager for Energy Upgrade California. “We look forward to a successful collaboration that engages, activates and motivates Californians to take action on energy for their own benefit and to help achieve the state’s energy and climate goals.”
About Lowe Campbell Ewald
Lowe Campbell Ewald is a full service, fully integrated advertising and marketing communications agency in the U.S. The agency provides both traditional and specialized capabilities including advertising; insights and strategic planning; integrated content strategy and development; digital; social, DM/CRM, retail and experiential marketing; and media planning and buying. As the U.S. hub for the Lowe and Partners global network, Lowe Campbell Ewald has offices in Detroit, Los Angeles, New York and San Antonio. Clients include Alltel Wireless, Atkins Nutritionals, Inc., Cadillac, Consumers Energy, De’Longhi North America Inc., Detroit Lions, Energy Upgrade California, Kaiser Permanente, LifeLock, Inc., the Milk Processor Education Program, OnStar, Snuggle, Unilever, USAA, the United States Navy and Western Governors University.
About Energy Upgrade California
Energy Upgrade California™ is a state initiative to educate residents and small business consumers about energy management. The initiative helps Californians take action to save energy and conserve natural resources, reduce demand on the electricity grid, and make informed energy management choices at home and at work. It is supported by an alliance of the California Public Utilities Commission, the California Energy Commission, utilities, regional energy networks, local governments, businesses, and nonprofits to help communities meet state and local energy and climate action goals. Funding comes from investor-owned utility customers under the auspices of the California Public Utilities Commission. ©2014 Energy Upgrade California. Trademarks are property of their respective owners. All rights reserved.