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Capita to launch with a new brand

Capita Group has signed up Ridgemount PR to handle next year’s launch and ongoing support for the new gas safety brand.

The Health and Safety Executive awarded the contract to run the gas safety registration scheme to Capita, which will take over from Corgi in April 2009.

A key task for Capita will be to create and disseminate a new gas safety brand. The long-established Corgi brand is owned by Corgi.

The HSE has stipulated that the new brand will not be owned by Capita and will endure even if the registration scheme is taken over by other firms. Ownership of the brand will remain with the Health and Safety Executive on behalf of gas installers.

At the Installer Live event, held last week, Corgi chief executive Mike Thompson revealed that Corgi approached the HSE with a view to selling or licensing the Corgi brand but the offer was rejected.

“We offered to put it in the pot before the recent competition started, for whoever won, but the HSE didn’t want it. It’s crazy.” said Mr Thompson. “Capita will need deep pockets to hit key performance indicators on consumer awareness with a new brand.”

Ridgemount has worked with other trade and consumer organisations such as the Electrical Safety Council and NIC EIC.