The Gate wins the Mayor's London Power account

17 October 2019

The Greater London Authority (GLA) has appointed MSQ Partners as the lead communications agency for London Power, the capital’s new, fair-priced, green energy company created in partnership between the Mayor of London and Octopus Energy.

MSQ Partners were appointed after a competitive pitch process and will now be responsible for handling all launch communications for the offering, which will be available exclusively to Londoners from December.

The Gate, MSQ’s advertising agency, will lead the creative development of the campaign, whilst Smarts will lead on PR activity. Initial comms activity will roll out from the launch in early December. Before then, Londoners can register their interest at:

Every year, Londoners spend an estimated £3.5 billion on gas and electricity household bills, yet the capital has some of the lowest rates of switching between providers in the country. It also has high levels of pre-payment meters usages (PPM), and low levels of energy efficiency measures, smart meters, and solar panels.

London Power has been set up by The Mayor of London to address these issues, offering consumers competitive energy prices, 100% renewable electricity and no exit fees. Any profits made by City Hall will be reinvested into community projects to help tackle fuel poverty and make London a zero-carbon city.

Peter Reid, Chief Executive of MSQ, says: “We’re excited about turning London Power from a brand and partnership into a campaign that creates real impact. This is a hugely important programme that will benefit all of London.”