Geneco taps on TBWA's Disruption Consulting arm for brand strategy duties

New retail electricity brand Geneco has chosen TBWA's Disruption Consulting arm to develop its brand strategy and positioning for the brand. Disruption Consulting will be working on the brand's activation across all media and social channels. The team will also be partnering with OMG for media duties.

Geneco was launched earlier this year by Singapore’s electricity retailer, Seraya Energy as its consumer brand. It was in response to the introduction of the Open Electricity Market (OEM) in Jurong to give households the flexibility to choose their preferred electricity retailer. The deregulation aims to ensure a reliable and secure energy supply as well as to promote effective competition and develop a dynamic energy sector in Singapore.

“This type of opportunity in Singapore is exactly what [the agency] was built for,” Andrew Harrison (pictured), who is leading the Disruption Consulting team at TBWA said.

“The market is being shaken up by the liberalisation of supply and the entry of new players, so the winners will be strong brands with compelling activation activity. We are very excited to work with Seraya Energy on their first B2C project to bring Geneco to life,” he added.

Marketing has reached out to TBWA for more information.

Disruption Consulting leverages TBWA’s proprietary Disruption methodology to solve commercial problems and drive growth. The new consulting model will be driven by data and consumer insight, while utilising TBWA’s proprietary cultural analytics techniques to identify emerging behaviours and trends impacting clients’ businesses.  The arm was launched in June this year and will roll out to other markets throughout the year.