Gerard Lim, Burnett general manager, said the agency pitched on strategy and creative against 11 other agencies, including Batey Ads, Ogilvy & Mather, Dentsu Young & Rubicam and Saatchi & Saatchi. Burnett will create television and print ads as well as direct marketing work, he said. "We put a lot of effort into identifying local insights and finding emotional connections,
Lim said the gas sector was a difficult category to market because consumers took gas supply for granted.
To overcome consumer apathy, Burnett is looking to help consumers develop an emotional connection to the brand with advertising that focuses on "the different end points".
City Gas' media will be booked through Starcom.
The Government's time frame for energy deregulation has yet to be finalised, according to a Power Gas spokeswoman.
