British Gas owner Centrica has appointed a WPP cross-agency team to handle a new "integrated marketing operating model".
Bringing to a close a six-month-long pitch, the set-up will see The&Partnership take on creative, Wunderman Thompson handle CRM and MediaCom deal with media buying and strategy.
However, WPP pitched a bespoke offering, dubbed, 'Team Nucleus', which will have staff pooled in offices in each of the businesses' key markets, which include North America, the UK and Ireland.
"The new integrated model will bring together a cohesive strategy for all our global brands and ensure our marketing efforts are more effective in meeting our customer’s changing needs.”
The pitch was managed by ID Comms, with British Gas saying at the time that it wanted to select a marketing communications partner who would support it on a "journey of transformation as well as driving creativity and innovation."