M&C Saatchi retains National Grid creative account

National Grid has reappointed M&C Saatchi Group UK as its creative agency of record following a four-way pitch against VCCP, mFuse and MediaWorks. The three-year contract covers integrated communications across strategy, creative, social, PR and influencer activity.

The agency’s remit will focus on building public support for grid upgrades central to the UK’s net zero targets, while engaging communities directly affected by infrastructure developments. Initial campaign activity is scheduled for summer 2025.

The new work builds on National Grid’s Great Grid Upgrade campaign, expanding efforts to strengthen trust, address concerns and highlight the social and economic benefits of energy infrastructure projects. Campaigns will be designed to counter misinformation and connect with communities through insight-led, culturally relevant storytelling.

Phil Edmonds, strategic campaigns lead, National Grid: “We were looking for a partner that truly understood the complexity of our challenge, both in terms of the infrastructure itself and the way people feel about it. M&C Saatchi Group UK brought fresh, innovative thinking rooted in what communities genuinely care about. Their independent, agile approach really stood out and gave us confidence they could help us engage people in a meaningful and authentic way.”

Jo Bacon, UK group CEO, M&C Saatchi Group UK: “Cultural Power is about shaping conversations that matter – and this work does exactly that. It’s a chance to connect with people on their terms, reflect local realities and show how the energy transition can bring real benefits to real communities. We're proud to be continuing our partnership with National Grid and excited to develop something that earns attention, drives understanding and makes a genuine impact.”

Alice Burrell, managing partner, M&C Saatchi UK: “This is a special win. These grid upgrades are absolutely vital to the UK’s energy security, and we’re proud to play our part. It’s always tough for an incumbent to retain a major account like this, so winning again feels incredibly rewarding. We are united by an ambition to do work that’s not just effective, but important too.”

The appointment follows a period of growth for M&C Saatchi Group UK, which has recently added Allwyn and Screwfix to its client roster and launched its Cultural Power proposition.

www.nationalgrid.com

www.mcsaatchi.com

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