The Challenge

Following the acquisition of Duke Energy Retail, Dynegy approached Tayloe/Gray to execute the updated brand on existing assets. Still faced with the challenges of competing with default utility companies and educating customers about their choices in selecting alternative energy suppliers under the Ohio Energy Choice program, we knew we needed to refocus our approach to encompass a more robust marketing strategy. T/G’s new strategic and tactical approach focused on elevating Dynegy’s brand awareness in the energy retail market, while also empowering customers utilize its simplified process to select the alternative supplier’s plan that fits their needs.